Imagine CEO highlights 360 Cube immersive experience at ICE Barcelona 2025

Martin Martirosyan, Imagine Live Group CEO describes his experience as an exhibitor at this first edition of ICE in Barcelona and says that "was truly exceptional. The event provided a dynamic platform to showcase Imagine Live's innovative approach, and we were excited by the energy, engagement, and productive discussions we experienced throughout the show."

An added "Being in Barcelona for this first edition of ICE; the vibrancy of the city reflected the innovation and forward-thinking approach of the industry. We had the opportunity to network with operators, partners, and industry peers, all eager to explore new ways to enhance the live casino experience. The excitement surrounding our fully customisable studios and immersive game formats such as Roulette Rouge confirmed the strong appetite for innovation in this space.

From the interactions at our stand to the broader discussions about the future of live casino, ICE Barcelona set a high standard. We look forward to building on this momentum and bringing even more creativity and player-engaging solutions to the industry in the year ahead"

Innovations and Trends

What innovations did you showcase and which were the markets that were most interested in your proposal during the tradeshow?

One of the highlights was our 360 Cube immersive experience, which transforms the way our partners engage with our live casino solutions by giving them a first-hand player perspective.

Our innovative studio setup opportunity demonstrated our ability to deliver fully customisable and interactive gaming environments, giving operators flexibility to create unique branded experiences that resonate with their local audiences. Both the European and LATAM markets responded positively, with operators eager to explore how this customisation can enhance player engagement and brand differentiation.

Another standout that created a lot of buzz was Roulette Rouge - a thrilling twist on the classic game that heightens the excitement of Live Roulette through enhanced visuals, dynamic gameplay, and an electrifying atmosphere. The attention to detail in the design and the immersive player experience resonated especially well with operators worldwide.

The interest in our solutions was significant. Our conversations at ICE confirmed that operators are eager for fresh, customisable, and immersive live casino experiences. We look forward to deliver innovative experiences that redefine the live casino landscape.

What trends do you think will shape the near future of the industry?

The live casino industry is rapidly evolving, driven by three key trends: customisation, localisation, and socialisation. These trends are the core of Imagine Live’s approach to enhancing Live Casino products.

Operators are looking for more than standard solutions; they want fully customisable experiences that align with their brand and player preferences. This includes bespoke studio environments, tailored dealer interactions, and unique game elements. Imagine Live leads this trend with customisable studio setups that enhance brand engagement and differentiation.

As live casinos grow in emerging markets, there is an increasing demand for localised content that respects cultural nuances and regulatory requirements. This means providing native-speaking dealers, local game variations, and tailored betting options to meet players’ needs.

The LATAM market

 How did you perceive the impact of ICE Barcelona on the LATAM region?

ICE Barcelona reaffirmed that LATAM remains one of the most dynamic and promising markets in the global iGaming industry. The strong presence of operators, regulators, and industry leaders from across Latin America confirmed the growing demand for live casino solutions that are localised, engaging, and adaptable to different player preferences.

At Imagine Live, we observed significant interest from LATAM operators, particularly in customisable live casino offerings that provide a personalised and immersive player experience. There is a growing demand for localisation, including Spanish- and Portuguese-speaking dealers, market-specific game variations, and game environments that reflect regional cultural preferences.

ICE Barcelona was invaluable for Imagine Live in strengthening relationships with key players in Brazil and Colombia, as well as gaining deeper insights into how we can further enhance our products to support the evolving LATAM live casino market. The event confirmed that LATAM is not just a market to watch, it’s a market to invest in, innovate for, and grow with. We are excited to be part of this journey.

What upcoming events will you be attending?

At Imagine Live, we are focused on expanding in key global markets, and industry events are vital for connecting with operators, partners, and stakeholders. We have an exciting schedule of upcoming events, including the SiGMA Asia, IGB Live, SBC Summit and SIGMA Europe, where we will showcase our latest innovations in live casino and customisable studio solutions.

These events provide an opportunity to engage with industry professionals, understand regional needs, and demonstrate how Imagine Live is redefining live casino. We invite you to visit our stand and experience firsthand how we are shaping the future of Live Casino.