Martin Martirosyan, Imagine Live: “One of the most exciting features we will be talking about at SiGMA is how we have introduced AI into our operations”

Martin Martirosyan, group CEO of Imagine Live, shares the company plans for its upcoming presentation at SiGMA Asia 2025.

Exclusive interview.- The gaming industry is preparing to meet in Manila, Philippines, to discuss and debate the latest regional developments in the sector.

To find out more about Imagine Live’s presentation and expectations for this market, Focus Gaming News spoke to Martin Martirosyan, the company’s group CEO.

Imagine Live is a well-established company in the igaming industry. What’s the objective behind participation in SiGMA Asia?

We most certainly have a portfolio suitable for the Asian marketplace with content including Baccarat / Sic-bo 102 / Dragon Tiger / Teen Patti / Andar Bahar & most recently Dragon Fortune, but more on that below. That’s why this year we are excited to attend with a stand where we will take the opportunity to show how far we have come as a company, the relevant portfolio and new additions to the team.

Imagine Live has in its portfolio games designed for the region. What are the keys to introducing a gaming platform to the Asian market?

Within the market, we know that new as well as classic content is critical for all operators, so we are very excited to introduce our most recent Dragon Fortune game that will premier at SiGMA Asia 2025.  We will be welcoming all visitors to come and experience this game for themselves. The game is located in a beautifully themed studio with a double card turn mechanic based over 7 rounds where the goal is to progress as far as possible as the multipliers grow in line with the players’ progress. The game also has a unique re-buy feature, allowing those players eliminated to quickly buy back into the action. 

How much has your Robot Arm camera helped to elevate Imagine Live’s offerings?

First introduced and showcased in ICE 2023, it’s no secret the robot arm stole the show, at the time, we only demonstrated on Blackjack, but we already had the arm fully operational on Baccarat. The arm was specifically introduced to eliminate multi-camera angles and bring an amazing close-up view for mobile players. The arm itself gets up close and personal with the cards and actually the dealers as well. You have to really see it to believe it, and those who have visited our studios are always fascinated with the speed, the power, the precision, and the wonderful whooshing noise as the robot does ‘its thing.’ So, it’s unique, and of course, it is always nice to be first with an innovation piece.

What new proposals is Imagine Live going to present at SiGMA Asia?

At Imagine Live, we do not keep our future plans secret. So, we will, of course, be able to talk about what’s in store for H2 2025. Yes, there will be new titles but also an expansion on our classic Asian-facing games & as mentioned earlier, Dragon Fortune will be introduced. One of the most exciting features we will be talking about is how we have introduced AI into our operations. We have developed technology that rates game presenters’ behaviour, emotions, camera eye contact, speech, tone of voice, etc, giving our studio management team real-time feedback that, in turn, is then incorporated within our staff training, ultimately leading to the best possible player experience.

How do you think operators can stand out from the competition in the market?

It’s a tough question, as all of the top 5 or so suppliers of live games are very good in terms of the player experience. However, not all are at the same standard when it comes to partner relations. At Imagine Live, we have a huge focus on what makes the partner’s life easier, and this means the super flexible and intuitive back office that allows partners to get the numbers they need quickly and efficiently, as well as that we are always adding to our in-game promotional tools.

“At Imagine Live, we have a huge focus on what makes the partner’s life easier.”

Martin Martirosyan, group CEO of Imagine Live.

How can the nomination for “Best Newcomer in Live Casino” bring new opportunities to the company?

Well, we are a relative newcomer in Asia, but in other jurisdictions we have been trading now for 3 years. It’s a great experience for those lucky enough to attend an award ceremony and the company name gets good exposure on the night. If we are fortunate enough to win, then the follow up press is great and we get another trophy for our ever-growing display cabinet!