Martin Martirosyan, Imagine Live: “The success is behind the quality”
Shows & conferences - 27 November, 2025
During the bustling SiGMA Central Europe event, Focus Gaming News caught up with Martin Martirosyan, CEO of Imagine Live.
Martirosyan shared insights into the company's significant growth, technological advancements, and strategic plans, labelling 2025 as "quite an intense year" and "an extraordinary year" for the live casino provider.
Rosan detailed Imagine Live's extensive expansion, moving from a single studio to three operational territories. Beyond their Armenian headquarters, the company has established full operations in Romania and is now setting up a new base in Spain. This geographical growth is complemented by substantial investment in technology, particularly AI. Rosan highlighted its practical application, stating, "we in Imagine Live have already seen the real results that the AI and this new technologies can bring to the quality and the overall the product scale to us," specifically mentioning AI tracking live dealer performance.
Innovation in gaming titles was another key theme. Imagine Live has not only completed its portfolio of classic games but also introduced unique new game shows. Rosan mentioned "Robin the Fair," "The Wheelionaire," and "Roulet Rouge," which notably integrates "the crush games to a game show," alongside a digital wheel. Further "interesting stuff is yet to come" in December, with more announcements anticipated at the ICE show.
A core tenet of Imagine Live's philosophy, as articulated by Martirosyan, is an unwavering commitment to quality. Addressing the challenge of maintaining high standards, particularly with their dealers, he affirmed, "the success is behind the quality." Martirosyan admitted that recruitment is "very hard to find the right people, especially with a new young generation," but stressed the importance of continuous effort, noting it's "24/7 training retraining working with them." The goal is to create a comfortable and happy environment for dealers, which in turn ensures quality for players.
Looking ahead, Imagine Live is strategically expanding its market footprint. They have secured numerous licences across Europe and LatAm, including recent certifications for Italy and Belgium, adding to existing UKGC, MGA, Swedish, and Brazilian licences. Their decision to open in Madrid is specifically aimed at scaling their proposition for the "Spanish and Portuguese speaking markets," acknowledging that "LatAm is booming."
The interview also touched upon Armenia's growing role in the industry. Martirosyan attributed this to the work ethic of its people, proudly stating, "the Armenian people are very workaholic, and they really love working." Imagine Live, though started in Armenia, is transforming into "an international company which has a footprint in different locations and different territories and bringing a lot of that Armenian quality across our European entities."
Reflecting on the SiGMA Central Europe event itself, Martirosyan described it as "quite busy as usual" and "a very very important and a successful one" for Imagine Live. He confirmed that the team was "heading back to our offices with number of new deals, new pipelines, refreshed and enlarged corporations," including an agreement for "new dedicated studios for one of our partners."