Oct 12, 2026 | 4:28 am
Imagine Live operates more than 200 live casino tables across studios in Romania, Spain and Armenia. Since launching in 2022, the supplier has established its own facilities and secured 16 licences. Group CEO Martin Martirosyan has outlined the company's approach to localisation, studio management and artificial intelligence (AI) as it operates across multiple jurisdictions.
Imagine Live owns and operates its studios, allowing it to plan production capacity and make investment decisions ahead of anticipated demand. Martirosyan said the company considers its longer-term requirements when determining its priorities.
“I’ve always believed that at times you need to be more ambitious than the figures suggest. Of course, the numbers matter, but they only tell you where the company stands today. You have to think about where you want to be in two or three years’ time and what needs to be done now to get there.”
Maintaining the ability to respond quickly to industry changes remains another priority.
“What matters most to us right now is protecting the speed and flexibility we have already built . The industry is constantly evolving and we must be agile enough to adapt. We currently have the ability to make decisions quickly and capitalise on opportunities as they arise, and I am fully committed to maintaining this advantage as we continue to grow.”
He said owning the facilities gives Imagine Live greater control over preparations for future business requirements.
“It was a very deliberate decision. We knew from the get-go that we wanted to build Imagine Live into the international live casino company it is today, and for me, that meant looking ahead. That is exactly what we did with the studios. We knew we would need more capacity as the business grew and we did not want to wait for demand to catch up.”
Localisation for Individual Operators
Imagine Live customises its live casino products to meet operators' requirements, including branding, language and dialect. The company consults partners about their target audiences before determining the appropriate setup.
“Localisation has been a cornerstone of our strategy from the start. We take pride in our ability to customise our offerings to meet specific market needs, including the appropriate language or dialect and branding for each operator. Our first step is always to listen closely to what the operator wants to achieve.”
Depending on the project, adaptations can include exclusive tables and changes to dealer behaviour or game presentation.
“Naturally, our partners know their players and the market dynamics best. That is why collaboration and agility are essential to us; we work closely with them to determine the best strategy. Sometimes, that means exclusive tables or their own branding. In other instances, it goes further, shaping the entire experience, the language used, the dealers’ behaviour and the way the game is presented. These details matter. If you’re creating something for a local audience, it must convey a genuine sense of belonging to that place.”
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AI Monitoring Across Three Countries
Imagine Live introduced AI to monitor dealer performance and manage risk, subsequently extending its use to other operational processes. At the time of SBC Summit Lisbon, the technology covered more than 100 tables.
“Both of these areas are fundamental to who we are. We started implementing AI quite early on, particularly in areas such as monitoring dealer performance and risk management, and over time, we have gradually incorporated it into other operational processes. When you have studios in three distinct countries, Romania, Spain and Armenia, you need visibility across the entire operation and the ability to manage it wherever you are.”
Martirosyan said technology helps standardise internal procedures, while each studio must comply with its jurisdiction's legislation and regulatory requirements.
“One of the key points for me is not to let growth unnecessarily complicate the business. It would not make sense to have three studios and end up with three completely different ways of doing the same things. Whenever we can simplify a process and apply it consistently across the whole company, we do so. Technology allows us to maintain that control as we continue to grow.”
At SBC Summit Lisbon, Martirosyan also identified game shows as a prominent discussion topic. Imagine Live's collaboration with Amusnet on Jungle Trail Roulette 2000x was already live, while another major partnership was nearing announcement.
Source:
“Imagine Live CEO on Growth, Localisation and AI“, imaginelive.com, October 13, 2026.