Imagine Live has taken another step in strengthening its European presence after securing certification from Gaming Laboratories International (GLI) for operations in Italy. This approval confirms that its portfolio of live dealer products complies with Italian regulatory standards and supports operators in offering high-quality entertainment to local players.
Strengthening Global Market Presence
The Italian approval follows a string of successful licensing milestones for Imagine Live across regulated markets. The company has already secured recognition in the UK, Romania, and Sweden—key jurisdictions that continue to shape Europe’s gambling landscape.
In the UK, Imagine Live was awarded a license that allows operators to offer its core suite of live casino games, including Dynamite Roulette, Auto Roulette, Blackjack, and Baccarat. The company positioned this achievement as a pivotal expansion into one of the strictest markets, reflecting its commitment to innovation and responsible gaming.
In Romania, its Class II license from the ONJN has allowed the firm to stream live casino content through its subsidiary ImagineLive Ro. Group CEO Martin Martirosyan emphasized the importance of customized studio solutions, stating: “Imagine Live is an established brand committed to delivering exceptional products and gaming experiences by putting the player at the centre of the live gaming experience. Imagine Live is equally committed to providing premium and customised live dealer solutions with bespoke tables and studios for our Romanian operator partners to ensure a complete brand experience that players enjoy and return, which drives deeper engagement and revenue opportunities.”
Sweden also became part of the company’s licensed footprint after approval from the Swedish Gambling Authority. A spokesperson commented: “Our innovative games are well-known in the industry for their immersive gameplay and high-quality streaming. We are thrilled that our expanding collection of live games is now available in Sweden and several other regulated markets, offering players a fantastic gaming experience.”
Introducing Robin the Fair to Italian Players
Alongside regulatory progress, Imagine Live has introduced its new game show Robin the Fairto the Italian market. This product reimagines the legend of Robin Hood in a card-based format where players must select higher-value cards across seven rows.
The company’s CPO Mikayel Aznauryan described its appeal: “We strongly believe that Robin the Fair has the potential to breathe new life into live casino games. It’s a truly fresh game, yet it incorporates well-known gaming logic.”
Offering multipliers of up to x5000, the game emphasizes both simplicity and high engagement. Head of Marketing Hovhannes Tadevosyan highlighted the immersive design: “We crafted the game with simple rules; it’s dynamic, and the payout is based on the player’s choices. Our studio is a vibrant haven, meticulously adorned to transfer in the heart-pounding adventures of Robin Hood. In Robin The Fair, we make the legend come to life!”
The themed studio setup, user-friendly interface, and dynamic pacing have been key talking points for the launch, which Imagine Live previewed earlier this year at ICE London. The game’s slogan—“Simple Game – Big Wins”—captures the studio’s vision of accessible yet rewarding entertainment.
Italian Market Transformation Creates Opportunity
Imagine Live’s expansion in Italy arrives during a period of significant regulatory change. The Agenzia delle Dogane e dei Monopoli (ADM) recently extended the licensing deadline from 17 September to 12 November 2025, citing the “procedural complexity” of evaluating 52 applications from 46 operators.
The new framework introduces higher licensing fees, stricter compliance requirements, and increased taxation, with casino offerings subject to a 25.5% GGR tax. Licensees must also dedicate 0.2% of gross gaming revenue—capped at €1 million annually—toward responsible gambling campaigns.
Despite the higher costs, leading operators such as Bet365, 888 Italia, Sisal, LeoVegas, and Betsson have already secured preliminary approval. Analysts predict the Italian market will soon see heightened competition and possible consolidation, as foreign entrants like Novomatic, Cirsa, and MGM-owned LeoVegas seek stronger footholds.
Parallel to licensing reform, lawmakers are reviewing Italy’s strict advertising restrictions introduced under the 2018 Dignity Decree. Sports Minister Andrea Abodi has labeled the current ban “a blunt populist tool”, arguing it has deprived clubs of vital revenue without reducing harm. Serie A executives estimate €180 million in lost sponsorships since the law took effect.
Source:
“Imagine Live LinkedIn“, linkedin.com, September 2025.
