Nicola Longmuir

Nicola Longmuir, CEO of slots studio AvatarUX, talks to CasinoBeats about the provider’s year so far, its ever-growing range of mechanics, and what to expect at next week’s SBC Summit Barcelona.

CasinoBeats: It has been another action-packed year for AvatarUX so far – what have been the major milestones reached by the business?

Nicola Longmuir: Let’s start with our main highlights – games, games and more games! At the core of our business is the delivery of attractive and engaging slots that players want to play. They expect quality from our studio, hence every single release this year has been a major milestone for us. 

When we deliver innovative titles, we’re also introducing brand new mechanics, features and themes. LooneyPop saw the introduction of ZapReel, Pop O’Gold combined with StickyPop, and KittyPOPpins allowed us to roll out an enhanced version of MultiPop. Our games are packed with loads of thrilling new elements and potential. 

Another huge highlight has been our growing distribution network. We have struck a number of key partnerships, including most recently with Relax Gaming, that allow us to expand our footprint and offer our content in new markets and jurisdictions. We’ve also obtained a Swedish B2B licence, so it’s been a busy year with loads going on and a lot more coming up!    

Last but not least, let’s not forget the award for Best Mechanic of the Year for our popular proprietary PopWins mechanic at the CasinoBeats Game Developer Awards. This recognition is testament to our hard work and great achievements.   

CB: You’ve recently partnered with Relax Gaming. What will this mean for AvatarUX’s slot reach?

NL: The partnership with Relax is a major achievement for us. The opportunity to expand our footprint is key for our ambitious growth plans and our aim to deliver AvatarUX’s award-winning content worldwide. 

Relax Gaming is one of the most renowned aggregators in the igaming industry, with prominent presence in important regulated markets, and the partnership will allow us to offer our content in new jurisdictions and target new players.  

CB: This year has seen the launch of ZapReel, as well as the development of the new StickyPop and a new, enhanced version of the MultiPop mechanic. What inspires the development of new mechanics?

NL: There are of course a number of factors, but at our heart, we strive to innovate and do things differently to stand out. We are a team of creators with passion for creativity, and building on the initial PopWins, adding different iterations to it and launching new mechanics, was a natural move. 

Furthermore, we also wanted to adapt to the players’ need for new, thrilling gameplay experiences. Players and communities are at the core of our business and adding the extra excitement by developing new features and mechanics is what makes us standout as a go-to provider.     

CB: What can we expect from AvatarUX at the SBC Summit Barcelona?

NL: In short, loads of upcoming new products and projects! We have some revolutionary content coming up and we can’t wait to share the details with all our new and existing partners. Stay tuned! 

It should be another fantastic event from SBC, and we’re delighted to attend and mix with the best and brightest in the industry. 


Nicola Longmuir will be participating in the ‘Are aggregators reaching market saturation?’ debate during the Future of Casino & iGaming conference track at SBC Summit Barcelona.

SBC Summit Barcelona, taking place from September 19-21 at Fira de Barcelona Montjuïc, will bring together 15,000 delegates, offering them a platform to delve into the cutting-edge via a dedicated ‘Casino & iGaming Zone.’