Aug 03, 2026 | 3:47 am
Imagine Live has entered the South African regulated gaming sector after securing approval that enables local operators to integrate the company's live casino products and make them available to players in the country.
The move adds South Africa to the supplier’s growing list of regulated markets and represents another step in its international expansion strategy. According to the company, the approval allows licensed operators to access its portfolio of live casino games, alongside studio-based offerings and integration services designed for regulated environments.
South Africa is regarded as one of the continent’s most established gaming jurisdictions, with a mature regulatory framework and continued growth opportunities for suppliers and operators. By entering the market, Imagine Live gains the ability to work directly with licensed businesses seeking live casino content tailored to regulated operations.
The company said the approval carries significance beyond simple market access, viewing it as an opportunity to establish long-term relationships with operators and develop a sustained presence in the country.
Martin Martirosyan, Group CEO of Imagine Live, commented on the development:
“Entering South Africa is an important step for Imagine Live, but the real opportunity is what comes next. We want to understand what local operators need, build strong partnerships and establish a lasting presence in the market.”
South African Approval Expands Regulated Market Reach
Imagine Live stated that operators in South Africa can now access its live casino portfolio through local integrations. The company highlighted its live gaming products, dedicated studio solutions and flexible integration capabilities as part of the offering available to licensed partners.
The supplier described the approval as consistent with its broader strategy of pursuing expansion through regulated markets. Compliance and responsible growth have been central themes of the company's international development efforts, with licensing and regulatory approvals forming a key part of its market-entry approach.
The addition of South Africa further strengthens Imagine Live’s international footprint and increases its presence across regulated jurisdictions. The company indicated that building trusted relationships with operators remains a priority as it seeks to establish itself within the local market.
South Africa's established gaming environment was also identified as a factor behind the company's interest in the jurisdiction, with the market offering opportunities for suppliers looking to expand their regulated operations on the African continent.
SBC Awards Recognition Adds to Expansion Momentum
The South African market entry comes during a period of broader growth activity for Imagine Live. The company was recently shortlisted in the Live Casino Supplier category at the SBC Awards 2026, placing it among a group of providers competing for one of the industry's most closely followed supplier honours.
According to the company, the nomination reflects its ongoing work within the live casino segment, including efforts to expand its content portfolio and strengthen partnerships with operators in regulated markets.
The SBC Awards have become a longstanding event within the betting and gaming industry. Now in their thirteenth year, the awards recognize achievements across multiple sectors, including gaming content, technology, payments, marketing and data services.
This year's ceremony is scheduled for October 1 at Lisbon's MEO Arena and will take place on the final day of the SBC Summit. The event is expected to bring together operators, suppliers and industry executives to acknowledge achievements from the previous year.
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Growth Strategy Focused on Infrastructure and Licensing
Since launching in 2022, Imagine Live has pursued expansion through a combination of product development, technology investment and entry into regulated jurisdictions.
The company has steadily expanded its content catalogue while seeking additional licenses and regulatory approvals that support access to new markets. Alongside these efforts, it has continued investing in infrastructure and studio capabilities aimed at supporting its international operations.
Its strategy has centered on building a larger global presence through compliance-focused growth, with regulatory approvals serving as a key component of that approach. The South African licence represents another milestone in that process, providing access to a market that the company believes offers long-term potential.
Source:
“Imagine Live Products Now Available in South Africa“, imaginelive.com, August 6, 2026.