Sentient Studios appoints Atucha Strategic Advisory to lead Latin America rollout

Sentient Studios, the AI live casino provider founded by FanDuel co-founders Nigel Eccles and Rob Jones, has brought in Atucha Strategic Advisory (ASA) to handle commercial representation across Latin America. For operators and PSPs watching the region, the point is simple: this is another attempt to package live casino content as software, not as a room full of dealers.

1. Under the agreement, Ramiro Atucha, founder and CEO of ASA, will also act as an adviser to Sentient Studios’ board of directors. ASA will be responsible for the company’s commercial representation across Latin America and for managing relationships with operators and platforms as Sentient rolls out its AI-powered live casino approach in the region.
2. Sentient Studios was introduced publicly in April 2026 as a B2B supplier that lets online casino operators add AI dealers to their live casino offering. On paper, that means software-based live casino content instead of the traditional dealer model, with the ability to expand table availability, customize dealer profiles and branded environments, and adapt experiences to different player segments.
3. The AI dealer technology is already live at BetHog, the crypto casino and sports betting platform founded by Eccles and Jones. Its first AI blackjack dealer, Sunny, launched in October 2025. According to BetHog, the product has delivered higher player retention and satisfaction than the human-dealer equivalent.
4. ASA said it will use its network of operators and suppliers to build Sentient’s commercial presence in Latin America, introducing the technology to operators and platforms and advising the company on its approach in each market. That matters because live casino distribution in the region still tends to depend on relationships, not just product demos.
5. The deal also expands ASA’s portfolio into AI-driven live casino, alongside existing partnerships in virtual sports, bingo, casino technology, and platform solutions. Ramiro Atucha said the Latin American live casino market has so far been dominated by a few names, and added that operators in the region want content that “speaks their players’ language, literally” and delivers results.

Eccles said Latin America is one of the regions where AI dealers are expected to be adopted fastest, and that local market knowledge matters. For suppliers selling into high-risk verticals, that usually means the commercial challenge is not just the tech stack; it is getting the right people in front of the right operators, market by market.