ASA will lead the AI live dealer supplier’s commercial representation and operator relationships across Latin American markets
Atucha Strategic Advisory (ASA) has added Sentient Studios to its portfolio as part of an agreement covering the AI live dealer supplier’s expansion across Latin America.
Under the agreement, ASA founder and CEO Ramiro Atucha will become a board advisor to Sentient Studios and assume responsibility for its commercial representation throughout the region.
ASA will manage relationships with operators and platform providers while advising Sentient Studios on its strategy for individual Latin American markets.
AI-powered alternative to live dealer studios
Founded by FanDuel co-founders Nigel Eccles and Rob Jones, Sentient Studios made its public debut in April 2026 as a B2B provider of AI-powered casino dealers.
Its software enables operators to introduce virtual dealers across their online casino offerings without relying on a conventional live dealer studio for every table.
The technology is designed to help operators expand table availability, create customised dealer personas and branded environments, and adapt experiences for different languages and player segments.
Sentient’s technology is already deployed at BetHog, the crypto casino and sportsbook founded by Eccles and Jones. Its first AI blackjack dealer, Sunny, launched at the end of September 2025.
BetHog subsequently reported stronger retention and player satisfaction for the AI-powered product than for its comparable human live dealer offering.
ASA to build regional operator network
ASA will use its network of operators, suppliers and platform companies to develop Sentient Studios’ commercial presence across Latin America.
The advisory firm will introduce the technology to potential partners and assist Sentient with the commercial and operational requirements of individual markets, including Brazil and Mexico.
The agreement also expands ASA’s portfolio into AI-powered casino content. The company already represents suppliers operating across virtual sports, bingo, casino technology and platform solutions.
Ramiro Atucha, Founder and CEO of Atucha Strategic Advisory
“Until now, live casino in Latin America has been dominated by the same few names. When I saw what Sentient had built, and who was behind it, it was obvious this was a product we wanted to represent.
“LatAm operators want content that speaks the language, literally, and performs. Sentient does both. Our job is to get it in front of the right people, market by market, and we’ve already started.”
Nigel Eccles, CEO of Sentient Studios
“Latin America is a part of the world where we expect AI dealers to land fastest, and it is a region where you need people who know the operators personally.
“Ramiro and his team have done this before from the supplier side, and they understand what a launch needs in Brazil versus Mexico. We are glad to have them running our commercial build in the region.”
Atucha has more than 20 years of gaming industry experience and previously founded Leander Games and Vibra Gaming. ASA currently represents Kiron Interactive, End2End, Immensity and Sentient Studios, while working in Mexico through an alliance with MentorBet.
