(PRESS RELEASE) -- Atucha Strategic Advisory has expanded its portfolio with the addition of Sentient Studios, the AI live dealer studio founded by FanDuel co-founders Nigel Eccles and Rob Jones.
As part of the agreement, ASA founder and CEO Ramiro Atucha will join Sentient Studios as board advisor, while taking responsibility for the company’s commercial representation across Latin America.
ASA will lead Sentient’s advisory and commercial representation across Latin America, managing relationships with operators and platforms as the company introduces its AI-powered approach to live casino across the region.
Sentient Studios launched publicly in April 2026 as a B2B provider enabling online casino operators to deploy AI-powered dealers across their live casino offering. Its technology provides a software-driven alternative to the traditional live dealer model, allowing operators to scale table availability, customize dealer personas and branded environments, and tailor experiences to different player segments.
The AI dealer technology is already live with BetHog, the crypto casino and sportsbook founded by Eccles and Jones. Its first AI-powered blackjack dealer, Sunny, launched in October 2025, with BetHog reporting stronger player retention and satisfaction compared with its live dealer equivalent.
ASA will use its extensive operator and supplier network to build Sentient’s commercial presence across Latin America, introducing the technology to operators and platforms and advising on its approach to individual markets.
The addition of Sentient also expands ASA’s portfolio into AI-powered live casino, complementing its existing partnerships across 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."