Games Valley expands live casino portfolio through Imagine Live partnership

Games Valley has announced a strategic partnership with live casino provider Imagine Live, further strengthening its aggregation platform with expanded live dealer content. The collaboration brings more than 100 active live tables into the Games Valley ecosystem through a single integration, designed to simplify operator access to premium casino content.

The agreement reflects the growing importance of live casino solutions in the iGaming sector, where operators continue to prioritise scalable content delivery, multilingual experiences and faster time to market. Both companies positioned the partnership as a step toward improving operational efficiency and market reach across regulated jurisdictions.

Expanded live dealer content across multiple regulated studios

Imagine Live operates live casino studios in Armenia, Romania and Spain, supporting a broad portfolio of table games and interactive formats. The provider has developed a presence in regulated markets with a focus on localisation and live streaming quality.

Through the partnership, Games Valley operators gain access to Imagine Live’s full catalogue, including classic table games such as blackjack and roulette along with game show style live formats. The supplier also offers language specific tables, enabling operators to tailor content to regional audiences without separate technical integrations.

This approach is increasingly relevant as operators seek to deliver personalised player experiences while maintaining compliance across different regulatory frameworks.

Single integration model reduces operational complexity

The core value of the agreement lies in Games Valley’s aggregation technology. The platform provides a single API that connects operators to multiple game providers, reducing the need for individual integrations.

Games Valley platform overview highlights a normalised API structure that standardises data across providers. This model allows operators to integrate once and access a wide catalogue of content without repeated development cycles.

Ariel Reem, Chief Executive Officer at Games Valley, stated that live casino has become one of the most critical verticals for operators. He noted that building and maintaining a competitive live casino lobby can be fragmented and time consuming, particularly when working with multiple suppliers.

He added that the company’s goal is to simplify this process through a unified integration model that brings together premium live casino content in one place. The addition of Imagine Live strengthens this offering by increasing both content variety and localisation capabilities.

Imagine Live focuses on regulated market expansion

From the supplier perspective, Imagine Live views the partnership as an opportunity to expand its distribution footprint across regulated markets. The company continues to invest in infrastructure that supports compliance driven growth and scalable content delivery.

Nadiya Attard, Chief Commercial Officer at Imagine Live, said Games Valley has built a strong reputation as a flexible aggregation partner for operators seeking streamlined access to premium content. She highlighted that reducing integration friction remains a key factor in accelerating market entry.

She also identified Brazil as a key strategic focus, reflecting growing interest in the country’s regulated online betting framework. Brazil’s evolving licensing environment is attracting international suppliers aiming to establish long term positions in Latin America.

Industry context and growing role of aggregation platforms

The partnership reflects a wider shift in the iGaming industry toward aggregation based distribution models. Operators increasingly rely on platforms that consolidate multiple providers under a single technical framework.

This approach reduces operational costs and simplifies compliance management, particularly in markets governed by strict regulatory authorities such as the UK Gambling Commission and the Malta Gaming Authority. These regulators enforce standards related to fairness, responsible gaming and technical integrity.

Aggregation platforms also support faster scalability, allowing operators to add or remove content providers without disrupting existing infrastructure. This flexibility is becoming essential in a competitive market where speed and content variety directly influence player acquisition and retention.

Strategic implications for both companies

For Games Valley, the partnership strengthens its positioning as a unified content hub for operators seeking simplified integration and diversified live casino offerings. The company continues to expand its provider network as demand for aggregated solutions increases.

For Imagine Live, the agreement provides additional exposure across regulated markets and strengthens its distribution capabilities through a single integration channel. It also supports the company’s broader strategy of expanding into high growth jurisdictions while maintaining compliance standards.

The collaboration underscores a broader industry trend in which both suppliers and aggregators focus on efficiency, scalability and regulated market expansion as core growth drivers.

Conclusion

The partnership between and represents a meaningful step in the evolution of live casino aggregation. By combining a unified integration model with a growing live dealer portfolio, the agreement enhances access to diversified content for operators while reducing technical complexity.

As the iGaming industry continues to mature, partnerships like this highlight the importance of scalable infrastructure and regulated market alignment. Both companies are positioned to benefit from increased demand for streamlined content delivery and enhanced player experiences across multiple jurisdictions.

FAQs

What does the partnership between Games Valley and Imagine Live involve?
The partnership integrates Imagine Live’s live casino content into Games Valley’s aggregation platform through a single API.

How many live tables does Imagine Live operate?
Imagine Live operates more than 100 live dealer tables across its international studio network.

Which countries host Imagine Live studios?
The company operates studios in Armenia, Romania and Spain.

What games are included in the integration?
The integration includes classic table games and interactive game show style live casino formats.

Why is single integration important for operators?
It reduces technical complexity and allows access to multiple providers through one connection.

How does Games Valley support operators technically?
It provides a normalised API that standardises data across multiple game providers.

What is the benefit for Imagine Live?
It gains wider distribution and simplified access to operators in regulated markets.

Why is Brazil mentioned in the partnership?
Brazil is a key emerging regulated market targeted for expansion by Imagine Live.

Which regulators are relevant to this industry?
Authorities such as the UK Gambling Commission and Malta Gaming Authority set compliance standards.

How does this affect the iGaming industry?
It supports the trend toward aggregation platforms that simplify content delivery and scaling.