Imagine Live chief commercial officer Nadiya Attard looks back at Imagine Live’s growth this year
The studio now owns three sites, in Spain, Romania and Armenia, and holds licences across 16 regulated markets. It has also worked with Amusnet on Jungle Trail Roulette 2000x and signed with tier-1 operators and aggregators, including Relax Gaming, to widen its distribution.
First up, big congratulations on your first few months at Imagine Live. Given your impressive career background, what was it about Imagine Live’s ambition that attracted you?
Thank you. What really stood out to me was seeing Imagine Live’s operation firsthand. You can talk about the studio and explain what’s been built, but there’s a point where you have to see it for yourself to understand what is behind it. There’s some real magic happening in Yerevan.
On my first visit, I certainly did not expect the scale of what was being built. Then you start looking at the technology, the attention to detail, the processes and the way the team approaches everything, and you realise how much is there. We hear the same reaction from partners when they come to visit us. There’s a difference between hearing about it and actually being there. I can promise no one’s ever walked away disappointed.
Understandably, that was a big part of what attracted me to Imagine Live. Ambition is part of everything that’s happening here. Behind the brand sits an international organisation that uses some of the industry’s most advanced processes, including AI and automation. Seeing the scale of that operation and the way the team approaches its work really impressed me. We certainly have big plans.
Imagine Live is now licensed across 16 regulated markets. Having all these licences in place must be an excellent base for your conversations with major operators over the past year. What are you showcasing in terms of Imagine Live’s ability to deliver on a global scale?
Delivery across 16 regulated markets is a major part of our prestige – and expanding our international network further is a key part of our plans. This summer alone, we added South Africa and Denmark – both of which have serious potential – along with several others to be announced soon.
Of course, having the licence is only the first part of supporting an operator in a market. Our focus is on being a proactive partner and delivering exactly what our partners need. That means the right languages, gameplay tailored to their brand, and market localisation that even extends to the games themselves. It’s the small details that bring the magic, such as ensuring local dealers speak the right regional LatAm dialects rather than what you’d hear on a Spanish beach. That attention to detail is what makes an operator’s proposition feel properly local, so players feel right at home.
Once you have those fundamentals right, you need to scale them to the global stage, which is exactly why we build and run our own studios across Europe.
Of course, that entails a great deal of responsibility and work – but it is also a basic requirement if you want to succeed. We are proud to be the industry’s fastest-growing premium live casino provider, and in my twenty years of experience, I’ve noticed people tend to overlook the work involved in delivering a product that can be the best in the markets where it is regulated. This is especially true when an operator does not need all markets right away. However, as a proactive partner, our job is to have the content they need, for whatever market they need, as soon as they ask for it.
If we already have that coverage in place, along with the language and localisation they require, we can facilitate that delivery instantly. When you get those fundamentals right, you can deliver globally at scale.
You recently signed major distribution deals with Relax Gaming, and plenty more in the pipeline. Are we seeing these deals help get Imagine Live tables live with tier-one brands much faster? Are we seeing plenty of demand from operators for access to your content via major aggregators?
Absolutely. Operators value their time and, in most cases, they’re already juggling multiple projects with limited resources. On top of that, multiple jurisdictions add complexity with legal, compliance, and integration teams all involved in delivery. That is where the speed and convenience of working through an aggregator make the difference. Our content is in hot demand already – but this makes it far easier.
In terms of delivery, we tend to take a pragmatic approach. If an aggregator helps us go live faster and makes the process less stressful for the operator and the teams on both sides, it’s a fantastic opportunity that ultimately allows us to start generating revenue sooner.
However, it is not necessarily the route every operator wants to take. A number of tier-one operators prefer to integrate with us directly, and that works well for us too. Many also operate across multiple platforms, which adds an extra layer of complexity. So for us – it’s really case by case, market by market and situation by situation, but we are comfortable working either way. Flexibility and agility matter a great deal to us here. In practice, that means our team doesn’t force operators down one fixed path; we can move quickly whichever route they choose.
While plenty of lower-grade suppliers are renting shared studio space, Imagine Live is taking the truly premium approach to show its ambitions – you’ve now built and own three hubs in Spain, Romania, and Armenia. How does owning the buildings outright give you an advantage when an operator wants a custom-branded setup on a tight deadline? Can we expect any exciting games in the pipeline?
We have made a deliberate choice with our studios: if we open one, we buy it. We’re the industry’s fastest-growing premium provider, so shared studio spaces are not for us. We have our sights set on the future, so whilst we may only be using a certain percentage of that capacity today, we have big ambitions and plans for growth.
Owning our own space gives us the room to scale as demand grows. If an operator comes to us tomorrow and asks for 60 dedicated tables, we can deliver that on demand. We have multiple floors across our facilities and are currently building another facility in Armenia to meet the demands of our existing clients. The same applies when an operator needs something custom-built. For a branded set-up, we can deliver within a week. For a physical table and studio build, we are looking at around six to eight weeks.
This sounds like next-level delivery at scale, but much of it comes down to planning ahead. I am already looking at the next 12 months, assessing what is in the pipeline – and most importantly – asking operators what they want. From there, we build our projections around that demand. I cannot reveal too much just yet about what is coming but we have more planned for Q1, including, hopefully, one of the games we’ll be showcasing at SBC Lisbon.
You teamed up with Amusnet to build Jungle Trail Roulette 2000x, using native Romanian-speaking dealers. How important is this kind of local touch when operators want to win market share in places like the Balkans? Is Imagine Live actively targeting high-growth markets?
It is incredibly important. I always say roulette is roulette and blackjack is blackjack and in many ways you don’t need to innovate what works, but you also have to follow industry trends and ensure you have a product that stands out. Regulated markets have different requirements, and you also have to consider very different player audiences. Crypto casinos, for example, can attract a completely different generation of players and I think suppliers sometimes overlook that. That’s why at Imagine Live, we cover every base.
Jungle Trail Roulette 2000x is a good example of what we’re trying to achieve here – delivering on localisation, engagement and something new. The collaboration was about bringing something different to the industry, listening more closely to player needs and studying how we can differentiate the game. We launched it in the Balkans where we see plenty of potential, but we are also taking it to other markets.
More broadly though, this is not only about fast-growing regions. We want to listen to operators and our partners and build games together with them, with Amusnet being the perfect example. They’re a high-status provider to work with, and the collaboration encapsulates our view that operators want something different and a supplier that can deliver it. They want to be heard and to have their own identity and DNA, rather than being pushed towards the same standard offering. We’re here to change that and ensure our established reputation as a provider who will truly push the boat out continues.
Of course, making the magic happen takes a truly top-level CPO – and ours is highly creative. None of this happens without someone with the vision to deliver a world-class gaming experience at the drop of a hat, and he brings so many ideas into the process that no one else could.
Live casino has been dominated by one or two giant suppliers for years. Are you seeing real appetite from operators for a fresh alternative, and why are they choosing Imagine Live?
I am always realistic about where we stand. We want to be a contender and remain humble about it, but we also want to back that up with the kind of delivery that would make nobody humble. To achieve that, there are certain things I do not want us to compromise on, such as quality, technology or delivery speed. That is part of our DNA. We may not shout too much – but quietly we know we’re one of the best.
As for why operators choose Imagine Live, speed of delivery and technology are important factors, but so too are product quality and the customer service behind it. Backing that up with being a proactive partner who delivers on every exciting idea they suggest is what gives us our magic.
Speaking of that magic, this again is what people feel when they visit us in Yerevan. When they visit the studio and see the scale of the operation and what’s happening there, it makes an impression. That is why I always encourage our partners to come and see it for themselves. I’ve been in the industry for more than twenty years, and I still feel impressed every time that I come here.
As we head towards the end of 2026, what are your main commercial priorities for new market launches and operator rollouts? What kind of hints can we give about the months coming up?
So much is happening right now. We have several operator rollouts nearing completion, with contracts nearly signed and integrations nearly complete, we have so much to announce – and so much that the industry is about to see. SBC Lisbon is going to be the perfect platform to start talking about that.
What helps is that we can keep the contracts and integrations moving in parallel, rather than waiting for one to finish before moving the other forward. Building our team even more is another priority – we already have some fantastic names aboard – but we’ve got many more to come. If you want that magic, you need to keep bringing in talent, and we’ll keep doing that aggressively.
On what comes next, I have to be careful with what I say. Something we’ve been working on for quite some time now is finally ready to be unveiled. We might not be allowed to do it at SBC Lisbon as it’s too early, but if we get the chance to – make sure to watch this space!