Nadiya Attard, Imagine Live: “We want to bring Imagine Live to the level of tier one suppliers of live dealer”

Shows & conferences - 16 October, 2026

During SBC Summit Lisbon 2026, Focus Gaming News sat down with Nadiya Attard, Chief Commercial Officer at Imagine Live, to discuss why she joined the live dealer supplier, how it manages cost and quality, and its plans for localisation and new products.

Attard, who has more than 20 years in the industry, said she was drawn by the challenge: after seeing the technology and the studios, she wants to take Imagine Live to the level of tier-one live dealer suppliers. Live, she argued, is less crowded than RNG slots, and there is still room to grow in quality, licences and localisation. The company owns its studios in Spain, Romania and Armenia, which gives it capacity to scale quickly, “without compromising on quality”, at a price she described as affordable.

Managing cost is a constant task in live, she said. Imagine Live began using AI in operations three years ago to optimise costs, performance and opening hours, and she noted that presenter turnover, usually high in the sector, is very low at the company. She added that its relatively new technology makes it more agile than some larger players.

On LatAm, Attard called Friday’s news “devastating”, but said the company opened its Madrid studio specifically for the region and brings in dealers from each target country, such as Peru, with Chile and Mexico to follow, because “people want to hear the dealers in their native languages”. The company has also used AI to analyse dealer behaviour in real time, prompting presenters, for example, to be more engaging.

 

On product, Attard said roulette and blackjack are hard to differentiate, so Imagine Live is pursuing unique offerings. Two weeks before the interview, it launched Aviator Live, a collaboration with Spribe, as a trial in India, and she expected an “avalanche effect” after the show. Looking to 2027, she pointed to new game shows and IPs, arguing that operators want something different and that, unlike the biggest suppliers, Imagine Live is willing to create it for them: “People want different games.”