Imagine Live explains The Building Blocks of Success in Live Casino

Entering the live casino market and competing with established providers requires more than a strong product. For Martin Martirosyan, Group CEO of Imagine Live, sustainable growth depends on combining technology and operational agility with localised offerings, close operator relationships and a willingness to collaborate.

Three Principles Behind Imagine Live’s Growth

Over the past two years, Imagine Live has expanded rapidly, establishing three European studio hubs. According to Martirosyan, three core decisions have driven that development.

“When we first set up the business, we were entering a market with a handful of giants already setting the level for live casino. The question for us from the beginning was what would make us different.”

Technology was central to that strategy. Imagine Live was among the early live casino companies to incorporate AI into its operations, using it for areas including dealer performance tracking and risk management. The company is now extending automation into its commercial operations, allowing it to scale processes more rapidly than traditional structures.

The second principle has been localisation. Imagine Live tailors its offering to individual partners and markets, using different geographies, languages, dedicated studios and tables to create services adapted to local requirements.

The third has been its approach to operators.

“Everything you do to grow as a business is based on the individual steps you take. By branching out our journey on these three core principles, I believe we have arrived at our level of success today.”

Scaling From a Regional Provider to an International Business

Rapid international expansion has required Imagine Live to navigate different regulatory frameworks and cultures across its three studio locations in Armenia, Romania and Spain.

The company has also established a commercial team in Malta, adding another element to its multinational structure.

“For us that formula is simple. Realise the end destination – and then work your way there.”

This approach has resulted in a diverse business operating across multiple European jurisdictions. However, Martirosyan identifies pace as another defining factor in the live casino industry.

“The industry moves faster now than it did even five or ten years ago. If you are the newcomer walking into the room next to the well-established names you have to move faster and be more agile.”

According to Martirosyan, being smaller can provide an operational advantage because decisions can be made more quickly. That agility has become an important part of Imagine Live’s strategy for scaling its business.

Why Imagine Live Chose to Own Its Studios

Building and owning studios in Armenia, Romania and Spain represented a significant upfront investment, but Martirosyan says ownership was consistent with the company's original ambitions.

“We had plans to become the best at what we do, the fastest-moving and the most exciting. The idea was always to build a proper multinational business with a strong internal culture.”

The objective was to create a high-standard product supported by technology and an entertainment experience positioned at the premium end of the market.

For a relatively young supplier approaching established operators, differentiation was essential.

“When you are small and you walk up to an operator and say you are from Imagine Live, the honest response is often ‘why would I need another live casino provider?’ You need a reason to turn that conversation in your favour.”

Owning its studios, he argues, has provided that differentiation and enabled Imagine Live to position itself in a premium entertainment segment.

Collaboration as a Driver of Innovation

While live casino suppliers have traditionally competed closely with one another, Imagine Live has also pursued partnerships with other studios, including Amusnet.

Martirosyan believes collaboration can allow companies to combine complementary strengths rather than repeatedly competing over the same territory.

“When live casino providers spend all their energy chasing each other, everyone ends up limited to their own journey, their own mistakes and their own strengths. This caps what any one of us can build alone.”

The partnership with Amusnet brought together the respective experience and capabilities of both companies.

“There is a risk in that, as you are disclosing information and ambitions to a business that is also a competitor. However, I would rather take that risk than leave a good idea on the table because it was easier not to.”

For Martirosyan, the experience has reinforced his view that collaboration can create opportunities that would be difficult for either company to develop independently.

AI and a Unified Operational Infrastructure

Operating hundreds of live tables across three countries requires a consistent operational framework. At Imagine Live, AI is a key component of that infrastructure.

“We have built this into how we manage and track operations across every studio we operate. By automating that process, we ensure that it is uniform across our European locations.”

Technology, however, is only one part of the company's approach. Imagine Live also aims to operate its studios as one continuous organisation, supported by a unified company culture.

The objective is to ensure that players and operators receive the same standards regardless of which European studio is supplying a table.

“By uniting us all together with the same ambition and purpose, we are driving in one direction, rather than letting each studio drift into its own way of doing things.”

Regulatory requirements add another layer of complexity, with individual markets requiring dedicated and localised approaches. This becomes particularly important when developing games designed specifically for local audiences.

Maintaining Partner Relationships During Growth

Established providers have occupied leading positions in live casino for many years. Martirosyan says Imagine Live's response is based primarily on sustained effort and maintaining close relationships with operators.

“To put it simply, hard work. There is no shortcut to it, it comes down to showing up every single day and believing in what you are building.”

At the same time, he says the company is conscious of the challenges that can accompany rapid growth. As businesses become larger, relationships with partners can sometimes become less direct.

“My job is to learn from that pattern rather than repeat it. As we grow, I want operators to still be able to reach us, still get a straight answer and feel like a partner.”

For Imagine Live, maintaining those relationships remains an important part of its growth strategy.

Looking Ahead to SBC Summit 

With SBC Summit in Lisbon approaching, Martirosyan says Imagine Live wants the industry to recognise its transition into the premium supplier segment.

“We have truly arrived as a premium supplier. We offer three studio hubs and sixteen licences across the world.”

He describes those licences as evidence of the company's international ambitions and its commitment to supporting partners across different markets.

The company is also preparing new announcements for the Lisbon event.

“Beyond that, keep your eyes on us in Lisbon. It is going to be a big moment for Imagine Live with some surprises and exciting news in store that we can’t wait to share.”

Martirosyan concludes by inviting operators and industry representatives to visit Imagine Live's stand at the event, signalling the next stage in the company's international expansion.