Games Valley has expanded its live casino aggregation platform through a new partnership with Imagine Live, adding the supplier’s live dealer titles, table games and game show formats to its single-integration content offering.
The agreement gives operators using Games Valley access to Imagine Live’s portfolio as demand for live casino content continues to shape casino aggregation strategies.
Aggregators have become increasingly important for operators seeking to reduce direct supplier integrations while maintaining broad content coverage across regulated markets.
Imagine Live, launched by Digitain in 2023, has built its live casino business around studios in Armenia, Romania and Spain.
The supplier says it now powers more than 200 tables across 16 regulated markets and holds approvals from regulators including the Gambling Commission, Malta Gaming Authority, Romania’s ONJN and the Alcohol and Gaming Commission of Ontario.
The partnership also gives Games Valley additional live casino content at a time when operators are seeking more localized product lobbies.
Language-specific tables and market-specific presentation have become central to live dealer distribution, particularly in jurisdictions where online casino is moving from offshore activity into regulated frameworks.
Brazil is a notable focus in the announcement. The country’s regulated betting and online gaming market began operating under federal rules in 2025, with licensed operators required to meet local incorporation, technical, financial and compliance standards.
The market has also attracted scrutiny from authorities over consumer protection, advertising and household debt concerns.
Imagine Live has already moved to increase its Brazilian presence. In April, it partnered with Esportes da Sorte to provide live casino content in the market, including Portuguese-language tables. It also announced a separate Novibet agreement covering Greece and several Latin American markets, including Brazil, Mexico, Chile and Ecuador.
Games Valley CEO, Ariel Reem, said: “Live casino has become one of the most important verticals for operators, but building a strong live casino lobby can still be complex, fragmented and time-consuming.”
Imagine Live CCO, Nadiya Attard, added: “Brazil is a particularly important focus for us and we see significant opportunities to further expand our presence in the country's fast-growing regulated market.”
The move follows Games Valley’s appointment of Tereza Melicharkova as Marketing Director in May, with responsibility for brand positioning, commercial support and regulated market communications.
Imagine Live’s wider portfolio includes live dealer table games, language-specific tables and game show formats for regulated markets
