ASA will support Sentient Studios’ entry into Latin America by developing relationships with operators and platforms and advising the company on its regional commercial strategy.

Sentient Studios has appointed Atucha Strategic Advisory (ASA) to lead its commercial expansion across Latin America.

The AI live dealer studio was founded by Nigel Eccles and Rob Jones, who previously co-founded FanDuel. As part of the new partnership, ASA founder and CEO Ramiro Atucha will join Sentient Studios as a board adviser and take charge of its commercial representation in the region.

ASA will work with operators and platform providers across Latin America as Sentient introduces its software-led approach to live casino. The advisory business will also help the supplier adapt its commercial strategy to the requirements of individual markets.

Publicly launched in April 2026, Sentient Studios provides AI-powered live dealer technology to B2B online casino businesses. The solution is designed to help operators increase the number of available tables while customising dealer identities, casino environments and experiences for specific player groups.

Sentient’s technology offers an alternative to the traditional live dealer format, with its AI-powered dealers operating through a software-based model.

BetHog, the crypto casino and sportsbook founded by Eccles and Jones, is already using the technology. Its first AI blackjack dealer, Sunny, went live in October 2025. BetHog has reported improved player retention and satisfaction when comparing the product with its live dealer equivalent.

ASA will use its established Latin American industry network to introduce Sentient Studios to potential operator and platform partners. The company will also provide market-specific commercial advice, including guidance on the different considerations involved in launching across jurisdictions such as Brazil and Mexico.

The partnership marks ASA’s entry into AI-powered live casino and adds to a client portfolio already covering virtual sports, bingo, casino technology and platform solutions.

Ramiro Atucha, founder of Atucha Strategic Advisory, said:

“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, said:

"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."