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Live Casino IMAGINE LIVE
Imagine Live: defining the perfect mix
Mikayel Aznauryan, Chief Product Officer for Imagine Live, explains how each game is defined by its unique theme, environment, and mood.
What is the DNA of an Imagine Live title?
We strive for perfection in every meticulous detail, infused with innovation. From the studio to the final product, we're committed to ensuring excellence and constantly pushing the boundaries of innovation in every aspect.
How does Imagine Live ensure each game in the portfolio serves a unique purpose?
We have a highly talented team that has experience in land-based and online casinos. Tis allows us to be player-centric in our thinking and, therefore, product development and experience outcomes.
Our focus is to ensure that our partners and their casino players have the optimal live casino experience. We achieve this by understanding the player's needs holistically and simultaneously at the game level. As our team is also a player, we always think about how that player feels and reacts to our games, and if it doesn’t feel right, we improve on it.
We are constantly striving to improve, and that also requires listening to players and taking as many opportunities as possible to understand their needs and deliver an encompassing product experience.
Imagine Live’s latest online casino game, American Roulette, transports players to the opulent world of the 1920s. How does the game pay homage to the elegance and allure of the Roaring Twenties?
American Roulette is one of our marquee products. We created strong visual identities from the 1920s to ensure a high level of visual recognition and familiarity for our players’ so they could imagine being transported back in time. Our hostesses have meticulous wardrobe details, again to add a further layer of authenticity to the look, feel, and ambiance of the game.
Mikayel Aznauryan Chief Product Officer Imagine Live
Creating a strong emotional connection through very detailed graphics, imagery, music, and atmosphere further helps the allure and, indeed, sense of escapism and a deeper level of engagement for the player.
How does Imagine Live design studios to fit the expectations of players before they come to the table? For instance, what was the research and design process for creating a game studio befitting American Roulette?
Our whole ethos is to put the player first. Terefore, being authentic must be part of that R&D process. Our team conducted research into the 1920s culture, fashion, and desires, and this attention to detail is replicated in creating not only a lens into the past but a modern take on a 1920s roulette experience.
How does Imagine Live train dealers to act differently from game to game? How do Imagine Live’s dealers communicate and perform in American Roulette compared to an Indiana Jones-style Dynamite Roulette title?
Each game is defined by its unique theme, environment, and mood. When conceptualising a game, these elements influence the visual appearance of the dealers. Te training of dealers is crafted with a predefined logic to
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