Hayk Tovmasyan, CreedRoomz: “Live casinos are moving beyond classic video streaming into data-driven, hyper-personalised entertainment networks”

In an exclusive interview with Focus Gaming News, Hayk Tovmasyan, Head of Live Casino at CreedRoomz, discusses the company’s sports partnerships, interactive game shows, and future growth strategy across Europe.

Exclusive interview.- Live casino is moving beyond traditional tables as operators look to combine fast-paced game mechanics, sports entertainment and personalised experiences to capture players’ attention in an increasingly competitive market.

In this exclusive interview with Focus Gaming News, Hayk Tovmasyan, head of live casino at CreedRoomz, discusses the company’s strategy of blending live casino with football and entertainment, including its collaborations with Ronaldinho and Maradona. He explains how game-show mechanics, high-volatility features and interactive formats are being used to turn sports fans into live casino players and drive engagement beyond the initial acquisition.

Tovmasyan also explores the role of virtual studio and chroma key technology in delivering scalable, localised live casino experiences across Europe, while outlining the technological and consumer trends CreedRoomz expects to shape the sector heading into 2027.

With SBC Summit Lisbon bringing together operators and technology providers from across Europe and beyond, what do you expect will be the key priorities for the live casino sector at this year’s event, and where does CreedRoomz see the biggest opportunities?

Lisbon is all about one thing: making live casino content more dynamic and entertaining. Standard live tables are fine, but modern players, especially sports fans, want interactive game shows with big energy and fast rounds.

At CreedRoomz, we see our biggest growth opportunities across three core areas:

• Sports IP & high-volatility game shows: Partnering with iconic legends in games like Kickoff Roulette Ronaldinho and Maradona Run provides immediate brand recognition, converting sports fans into live casino players through familiar, trusted figures.
• Physical & digital mechanics: Combining physical gameplay with digital immersion, such as our Marble Cup track setup with green-screen stadium visuals, delivers rapid-fire, high-excitement rounds.
• Scalable customisation: Empowering operators to expand rapidly across jurisdictions via our virtual studio and chroma key technology, allowing them to launch fully localised, custom-branded tables without physical overhead.

Our focus in Lisbon is showing operators how combining strong game mechanics, star-power collaborations, and flexible tech delivers immediate commercial value.

CreedRoomz has made a strong move into football-themed entertainment this year, with Maradona Run and the Ronaldinho-backed Kickoff Roulette and Marble Cup. How important are these partnerships and iconic football brands to your strategy, and what have you learnt from the audience’s response so far?

Partnering with world-class sports icons like Ronaldinho and Maradona is a key pillar of our acquisition and brand differentiation strategy. Iconic football brands act as an immediate bridge between sports betting and live casino, lowering acquisition costs for operators by giving fans an instant emotional hook and recognisable star power.

However, our biggest takeaway from the audience response is that branding alone isn’t enough; the underlying mechanics must deliver real value. Players don’t want a static face slapped on a standard table. They stay because we pair these legends with high-engagement game show mechanics:

• In Kickoff Roulette Ronaldinho, players respond to the thrill of high-volatility Gold Number Multipliers (boosting payouts from 50x to 700x) inside a custom virtual arena.
• In Maradona Run, players love the crossover into casual mobile gaming via the interactive endless-runner Bonus Game and dynamic multi-tiered multipliers.
• In Marble Cup, sports bettors embrace the rapid, 45-second physics-driven racing rounds with instant slow-motion replays.

The key insight we’ve learnt is that combining iconic sports personalities with high-payout multiplier mechanics and fast-paced, interactive bonus features creates a powerful retention engine that drives continuous player engagement long after the initial click.

“Partnering with world-class sports icons like Ronaldinho and Maradona is a key pillar of our acquisition and brand differentiation strategy.”

Hayk Tovmasyan, head of live casino at CreedRoomz.

Live casino is evolving into a full-scale entertainment ecosystem rather than simply a gaming vertical. What does this evolution look like in practice, and how is CreedRoomz adapting its products? to meet these changing expectations?

In practice, this evolution shifts live casinos from static card tables to narrative-driven, multi-stage game shows that blend physical mechanics with digital immersion, sports IP, and interactive entertainment.

At CreedRoomz, we adapt by building high-volatility, story-led titles like The Road to Eldorado, sports-integrated formats like Kickoff Roulette Ronaldinho, Marble Cup, and hybrid genres like Avi Crash and Crypto Market games, backed by scalable virtual studio tech that gives operators custom, localised environments.

Player expectations around live casino are becoming increasingly influenced by streaming, social interaction and other forms of digital entertainment. How important are elements such as interactivity, personalisation and community in the next generation of live casino products?

These three elements form the foundation of our entire product development roadmap. Modern players don’t just want to place a bet and watch a wheel spin; they expect an active, streaming-first entertainment experience that adapts to them.

Interactivity: We build multi-layered decision mechanics into our games, like the endless-run bonus features in Maradona Run or the multi-option choices in The Road to Eldorado, so players actively drive the outcome rather than just sitting back.

Personalisation: Through our virtual studio and chroma key technology, operators can instantly localise studio backgrounds, native dealers, and branded UI triggers to match specific regional preferences.

Community: By integrating dynamic player-to-player chat, live presenter banter, and shared multiplier moments, we turn single gaming sessions into high-energy social events.

Europe is a particularly mature and highly regulated live casino market, but player preferences can vary significantly between countries. Which European markets are currently of greatest interest to CreedRoomz, and how do you approach localisation in the live environment?

Europe isn’t a single market; it’s a patchwork of distinct gaming cultures. Our priorities focus heavily on mature jurisdictions like the UK, Nordics, and key Southern European markets.

We tackle localisation by pairing native-speaking dealers with market-specific game math and tailored studio environments. Through our virtual studio and chroma key technology, operators can instantly skin tables to reflect local branding, cultural trends, or regional sports themes, delivering an authentic, bespoke player experience in every jurisdiction.

“We tackle localisation by pairing native-speaking dealers with market-specific game math and tailored studio environments.”

Hayk Tovmasyan, head of live casino at CreedRoomz.

Looking towards 2027, what do you believe will be the biggest technological or consumer-driven changes shaping live casino, and what is CreedRoomz investing in today to stay ahead of those changes?

By 2026 and heading into 2027, live casinos are moving beyond classic video streaming into data-driven, hyper-personalised entertainment networks. Players want active involvement rather than passive spectating.

At CreedRoomz, we are positioning our product strategy around three major future shifts. Staying ahead means building scalable ecosystems where operators can deliver bespoke, highly localised experiences without the massive overhead of traditional physical studios.