Imagine Live expands its Italian reach through a new Microgame partnership

Imagine Live has entered a distribution partnership with Microgame to expand the availability of its live dealer games and original game shows across Italy. The agreement gives the content provider access to Microgame's network of more than 35 licensed operators, creating an additional route to the Italian gaming market.

The partnership represents an important development in Imagine Live's plans to establish a broader presence in the country. Through Microgame's distribution platform, the supplier's portfolio will become available to operator partners interested in expanding their live casino offerings.

According to the companies' announcement, the agreement draws on Microgame's existing relationships across Italy's online and retail gaming sectors. It brings together Imagine Live's content portfolio and Microgame's established distribution network, creating an opportunity to introduce additional gaming products to operators serving Italian customers.

The agreement also marks Imagine Live's first aggregator partnership in Italy. Working with a distribution partner may help the company reach potential clients more efficiently than developing every commercial relationship independently.

However, access to an aggregator's network does not automatically mean every connected operator will introduce the same games. Individual businesses will determine which titles suit their requirements, subject to technical integration procedures and applicable regulatory obligations.

Localised games for Italian audiences

Localisation is a central element of the partnership, with Blackjack Italiano highlighted as a title developed with the Italian market in mind. The game features native Italian-speaking dealers, allowing the presentation and language of the live casino experience to reflect local audience preferences.

For gaming suppliers operating across different jurisdictions, localisation can be an important consideration when developing and distributing content. Language, dealer presentation and familiarity with a particular market can influence how operators assess products for their customer base.

Blackjack Italiano demonstrates Imagine Live's intention to include market-specific options alongside its wider catalogue. Through the Microgame integration, the title will have a distribution route to operators within the partner's Italian network.

The announcement does not provide performance figures for the game or confirm how many operators intend to add it to their catalogues. Its inclusion should therefore be understood as part of the announced content offering rather than evidence of a particular commercial outcome.

A wider portfolio of live casino entertainment

Beyond Blackjack Italiano, the partnership covers additional titles from Imagine Live's portfolio. The companies specifically identify Land of Ra and Roulette Rouge as examples of the original game shows included in the distribution arrangement.

These products offer a different format from conventional live dealer table games. While traditional casino titles focus on established formats such as blackjack and roulette, game shows can introduce distinctive themes and presentation styles within a live entertainment setting.

For Microgame's operator partners, access to a broader selection of content may provide more flexibility when reviewing their gaming catalogues. Operators can assess the available titles against their existing offerings, technical requirements and individual content strategies.

For Imagine Live, distribution through an established platform creates another opportunity to introduce its products to prospective operator clients. Making multiple titles available through one distribution relationship may also simplify the process of presenting a varied portfolio to businesses looking for additional live casino content.

Nevertheless, the commercial effects of the agreement remain to be seen. The companies have not disclosed financial terms, a revenue forecast or a confirmed number of operators planning to integrate the games.

What the agreement means for operators

Distribution partnerships play an important role in the business-to-business gaming sector. Content suppliers develop and maintain gaming products, while aggregators can provide a route through which operators discover and access offerings from multiple providers.

In this case, Microgame's platform provides the connection between Imagine Live's portfolio and its existing operator network. The arrangement gives interested businesses another option to consider when reviewing their live casino content.

For operators, the relevance of an individual title will depend on several factors, including customer preferences, integration requirements and compliance considerations. Access to a supplier's catalogue can create opportunities, but each business remains responsible for its own selection and implementation decisions.

The agreement also highlights the potential importance of localised content in market development. Blackjack Italiano is intended to address the Italian audience through its language-specific presentation, while Land of Ra and Roulette Rouge extend the selection into original game show entertainment.

For Imagine Live, the relationship provides a distribution channel through which it can pursue its stated ambitions in Italy. For Microgame, it adds another content provider to the range of products available for consideration by its operator partners.

The extent to which the partnership changes individual gaming offerings will become clearer as businesses make their decisions about integration and product availability.

Company representatives explain the partnership

Nadiya Attard, Chief Commercial Officer at Imagine Live, said:

“Italy is a market with real potential for us and partnering with Microgame as our first aggregator there is an important step in realising that ambition.

“We’ve put considerable work into building a portfolio that gives operators plenty of choice, including games developed specifically for local audiences. We now have the opportunity to bring that content to a much larger network of Italian operators, working with a team that knows the market and has strong relationships across the industry. We’re excited to see what we can achieve together.”

Francesco Cuzzupoli, Gaming & Sales Director at Microgame, added:

“Imagine Live has built a strong reputation in live casino and its portfolio is a great addition to our platform. The quality of its games, particularly its original game shows and content developed for local audiences, makes it a strong fit for the Italian market.

“We see real value in bringing this content to our operator partners and look forward to working with the Imagine Live team to make the most of this partnership.”

The statements outline the commercial rationale described by both companies. Imagine Live emphasises the opportunity to reach more operators and distribute content designed for local audiences, while Microgame highlights the potential relevance of the portfolio to its existing platform.

Regulatory considerations in the Italian market

Gaming distribution in Italy operates within a regulated environment. The Agenzia delle Dogane e dei Monopoli, commonly known as ADM, oversees relevant gambling activities and provides information about the requirements applicable to authorised operators.

A distribution agreement should not be interpreted as confirmation that every game or operator has received a separate regulatory approval. Businesses remain responsible for ensuring their operations and available products comply with the legal and licensing requirements that apply to their activities.

Responsible operation is also an important consideration when introducing new gaming content. Industry standards addressing consumer protection, responsible advertising and data protection provide additional reference points for businesses operating in regulated markets, although they do not replace national legal requirements.

For the companies involved, implementation therefore extends beyond making titles available on a platform. Technical integration, operator onboarding and relevant compliance checks remain part of the process through which individual businesses can introduce the content.

Conclusion: A new route into Italy for Imagine Live

The agreement between Imagine Live and Microgame establishes an additional distribution channel for the live casino supplier in Italy. Through a network comprising more than 35 licensed operators, the partnership creates an opportunity to bring the provider's live dealer games and original game shows to a wider group of potential customers.

The inclusion of Blackjack Italiano adds a localised option to the announced offering, while Land of Ra and Roulette Rouge provide examples of the supplier's broader entertainment portfolio. Together, these titles demonstrate the range of content available for consideration through the partnership.

For Microgame, the arrangement expands the selection of supplier content that it can present to its operator partners. For Imagine Live, the agreement provides a commercial route into a market where established distribution relationships can play an important role in reaching operators.

The next stage will depend on implementation and individual operator decisions. Neither company has announced a confirmed adoption figure, a financial forecast or a timetable covering every participating business, so the longer-term commercial impact cannot yet be quantified.

Ultimately, the partnership provides both companies with an opportunity to develop their commercial relationship while widening the range of content available for consideration in Italy. Its significance will depend on how effectively the arrangement translates into integrations, operator uptake and sustained use of the available games.

FAQs

What is the Imagine Live and Microgame partnership?
It is a distribution agreement under which Imagine Live's live dealer games and original game shows will be made available through Microgame's platform for its network of Italian operators.

How many operators could the partnership reach?
The companies' announcement describes access to a network of more than 35 licensed operators. This figure refers to the available network and does not establish that every operator will adopt Imagine Live's content.

Which games are included in the announcement?
The announcement highlights Blackjack Italiano, Land of Ra and Roulette Rouge. It also states that Imagine Live's wider portfolio will be distributed through the Microgame platform.

What is Blackjack Italiano?
Blackjack Italiano is a live casino title developed with the Italian market in mind. It features native Italian-speaking dealers, reflecting the supplier's approach to tailoring certain products to local audiences.

What are Land of Ra and Roulette Rouge?
They are examples of Imagine Live's original game show portfolio. Their inclusion gives Microgame's operator partners additional content options alongside conventional live dealer games.

Who is Nadiya Attard?
Nadiya Attard is the Chief Commercial Officer at Imagine Live. In the partnership announcement, she discussed the company's ambitions in Italy and the importance of working with Microgame as its first aggregator in the market.

Who is Francesco Cuzzupoli?
Francesco Cuzzupoli is the Gaming & Sales Director at Microgame. His comments focused on the potential relevance of Imagine Live's games and the opportunity to make the portfolio available to the company's operator partners.

Will every Microgame operator offer Imagine Live games?
The announcement does not confirm that every operator will adopt the portfolio. Individual businesses will make decisions based on their commercial priorities, integration requirements and applicable regulatory obligations.

When will the games become available to operators?
The announcement does not specify a timetable covering every operator or title. Availability may depend on individual integration arrangements and other applicable requirements.

What could the agreement mean for the Italian gaming market?
The partnership creates another distribution route for Imagine Live and expands the range of content available for consideration by Microgame's operator partners. Its eventual impact will depend on implementation and operator adoption.