Martin Martirosyan, Imagine Live Group: “Quality is a key for the success”

Shows & conferences - 21 October, 2025

Innovation in the live casino space was a central theme at SBC Summit Lisbon 2025, where Focus Gaming News sat down with Martin Martirosyan, CEO at Imagine Live Group, to discuss how the company is enhancing traditional games with modern technology and a player-centric approach.

Martirosyan explained that Imagine Live’s core philosophy is to integrate “innovation, technology, something new” into standard live casino content to make it more engaging and attractive for players. This strategy is supported by rapid geographical expansion, with studios in Armenia and Romania, and a third location set to open by the end of the year. This growth is crucial to their goal of tailoring content, particularly by providing native-speaking dealers to create a culturally familiar experience for players in different markets.

This year has been pivotal for the company’s game portfolio. New releases include Roulette Rouge, a multiplier-based game with crash and digital wheel bonus rounds and a unique progress bar to build player loyalty. They also launched Lucky Wheeler and Football Duel, a simple high-low card game where dealers engage players in conversation about football, creating a more social and interactive experience.

A key technological differentiator for Imagine Live is its use of AI to maintain high standards. Martirosyan revealed they have implemented an AI performance tracking tool for their dealers. He explained: “We believe in Imagine Live that the quality is a key for the success.” The system monitors everything from a dealer’s posture to whether they are smiling and looking at the camera, ensuring a consistent, high-quality performance across all tables.

Operating a 24/7 service with over 100 tables and dealers speaking more than 10 languages, the company ensures a seamless experience for its partners with a “painless” and straightforward integration process. Looking ahead, Martirosyan promised more game releases by the end of the year, continued investment in their AI technology, and a persistent focus on localising content to meet specific player needs.