In a world where technology is developing at such a fast pace, businesses must continuously push boundaries in order to keep up with the competition.
This is especially true in iGaming, where suppliers and operators compete to develop the latest mechanics and/or game features to stand out in a competitive landscape.
Imagine Live Group CEO Martin Martirosyan is one such leader in iGaming who is instilling a culture centred around innovation into his teams. Speaking with iGaming Expert shortly after taking the reins at Imagine Live, Martirosyan explains his approach to innovation.
“That is the daily conversation I have with everyone! In everything we do we do, everything we explore and everything we develop, we believe that innovation is key. We need to move in line with the dynamics of not only the industry but also the world at large. When the world is focused on AI and AI technology continues to evolve, we can’t stand apart from that, we need to be integrated with the developments. I believe this is crucial.”
Asked for specific examples of innovation within his business, Martirosyan notes that, as just one example, Imagine Live utilises AI technology to measure the performance of live dealers, improving operational efficiency.
“This allows us to ensure higher quality dealer performances. It is no longer subjective feedback from an employees responsible to track the performance and the quality, but AI technology is a part of the process,” he explains.
But it isn’t just across processes that Imagine Live looks to push the boundaries; Martirosyan tells iGaming Expert about some of the recent product developments that promotes an innovative culture to produce new and engaging products for its partners.
One of those developments is the introduction ofrobotic arm technology into its live dealer games, which the CEO notes creates a “cinematic experience” for players.
He elaborates: “At Imagine Live, we definitely believe in technology and innovation. Many of our products incorporate technological elements that makes the products very innovative. For example, our robotic arm technology has been integrated into our baccarat, blackjack and roulette games.
“In Roulette Rouge, the robotic arm technology is integrated the way to allow camera movement with the dealer allowing cinematic perspective for players.”
It is Roulette Rouge that caught the attention of many at ICE in Barcelona, where Martirosyan meets iGaming Expert. At its vast stand in Hall 2 of the Fira Gran Via, Imagine Live showcased this game show title.
The game show draws inspiration from the captivating world of Cabarets and boasts several features that Imagine Live’s Group CEO claims displays the firm’s innovative streak.
“It is essentially a multiplier roulette game show, but it has very unique features integrated. It has two bonus rounds. One is an integration with a crash game, and the otheris a digital wheel bonus round.
“With this game another key innovation is the integration of a progress a bar into the game, which brings a loyalty aspect to the players. Players can play, win and collect points, which then turn into higher multipliers. The more you play the game and collect points, the bigger the multipliers you can achieve in the game.”
The game seeks to promote loyalty and push the boundaries of game show titles, and Martirosyan explains that it is this format that allows the firm’s technology to shine. He says that game show allow us to see the innovative technology and the new possibilities that the provider is bringing to both operators and players.”.
ICE Barcelona was the first stop of many for Imagine Live, which has an ambitious global agenda for not only conference appearances, but also for market expansion.
The company has been busy obtaining new licenses in 2024 to set up future success. Among others, it is now licensed in the UK, Malta, Sweden, Brazil and Peru.
But now, Martirosyan states, the time has come to implement its ambitious plans into action.
As he concludes: “This is not a box-ticking exercise, it is being done to enter the markets and showcase our products. We have an ambitious plan for global expansion and that is proven in the number of licences we have received so far and those in the pipeline still to come.
“We want to bring Imagine Live to the world and showcase what we can offer. Our roadmap for 2025 is intense, with many new and innovative things ahead.”
