“SBC Lisbon was a great event last year, and we immediately committed to attending with a stand for 2025, and we were not disappointed. Beyond the business aspect, the facilities for both visitors and exhibitors were very well thought out, making it easy for our team to stay focused and energized throughout the event,” said Martin Martirosyan, Imagine Live Group CEO, at a Q&A with SoloAzar.

Roadmap for the remainder of 2025 and 1H 2026

“Our main objectives were to showcase our existing games while also sharing our roadmap for the remainder of 2025 and the first half of 2026. We made full use of the opportunity to meet with current partners as well as prospective ones. What I particularly appreciated was the high number of ad-hoc visitors who stopped by our stand without prior meetings scheduled. We anticipated this and brought a strong team to Lisbon, ensuring we could engage fully with these spontaneous opportunities and explore potential future collaborations.”

Lucky Wheelionaire and AI tool, by Imagine Live

“As you would expect, every conversation at SBC naturally led to the question: “What new games or innovations are you bringing, and what’s on your roadmap?” which gives us plenty to talk about. We highlighted our latest release, Lucky Wheelionaire, alongside our AI tool, which monitors game presenters behavior in real time. We also teased an upcoming new gameshow concept, something very special that we’re keeping under wraps for now, but which generated a lot of excitement,” he said.

“By presenting not just new titles but also fresh approaches to gameplay and engagement, we were able to stand out in what is undoubtedly a highly competitive market,” he added.


 

Chrome Key and AI in the future of iGaming

I think the way suppliers are using Chrome Key really stands out for me when talking purely Live Casino, CK has been around along time, but now we are seeing bonus rounds in game shows utilizing CK, saving space and production build costs. It’s very cliché to add AI into this answer but we all know what a huge part of iGaming this will become and the ways in which it is currently being used and will be used in the future is a topic we could discuss for days.

Investing in localized experiences

“We continue to grow our Asian-facing business, which is already well established and remains an ongoing priority. At the same time, we are expanding our footprint in Europe and Latin America. A key milestone will be the opening of our third studio in a new location, which will significantly enhance our ability to serve players in markets where local language is a major factor in player engagement.

This studio will allow us to broaden our offering with Portuguese-speaking presenters for the Brazilian market, as well as Spanish-speaking presenters for Latin American countries. By investing in localized experiences, we’re strengthening our ability to connect with players in these high-growth regions while continuing to scale globally.”

Message for current partners and new clients

“I always enjoy sharing our growth story, and it’s something our partners are genuinely excited about, whether it’s hearing how many tables we’ve added this year or learning about our projected totals through the end of 2026. With our continued expansion in Romania and the upcoming launch of our new studio in Spain, we are committed to maintaining our momentum.”

Finally, Martirosyan highlighted that for clients evaluating new suppliers in the live space, confidence is key. “They want to know that their provider is ambitious, constantly expanding, and investing in both new content and innovative marketing tools. We firmly deliver on all of those fronts, which not only strengthens our partnerships but also makes life a little easier for my sales team!,” he concluded.

Relive SBC Summit  2025 experience with SoloAzar's social media coverage and exclusive interviews.
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