AvatarUX appoints Lara Falzon to the helm as new CEO

Lea Hogg December 21, 2023

AvatarUX, a prominent player in the iGaming sector, has appointed Lara Falzon as its new Chief Executive Officer (CEO), succeeding Nicola Longmuir.

Longmuir, who has steered the company since early 2022, is stepping down for personal reasons, paving the way for Falzon to lead the charge starting January.

Falzon’s industry prowess

Falzon, equipped with a wealth of industry experience garnered from key roles at Bragg Gaming Group, Red Tiger, and NetEnt, is poised to spearhead AvatarUX into its next phase of growth.

Her appointment comes at a pivotal moment, with AvatarUX achieving substantial expansion in 2023, both in terms of geographical reach and a bolstered slot portfolio featuring a line-up of innovative titles.

AvatarUX’s continued success story

Expressing her enthusiasm, Falzon stated, “I’m honored to take over as CEO of AvatarUX at such an exciting time for the company.” Noting the company’s rapid growth and its reputation for innovation, she looks forward to contributing to the ongoing success story that aims to elevate AvatarUX to new heights.

Chairperson’s vote of confidence

Tomas Bäckman, Chairperson at AvatarUX, expressed confidence in the new leadership, stating, “Her experience and skills are second to none and will be crucial as we continue to expand and bring new and unique products to market.”

Bäckman also extended gratitude to outgoing CEO Nicola Longmuir for her two years of dedicated service.

AvatarUX’s path to expansion

AvatarUX’s growth trajectory is marked by strategic collaborations. In October 2023, a partnership with Slotegrator facilitated the integration of over 20 slots, enriching the game portfolio with titles like PopWins, MultiPop, StickyPop, and Golden Ways.

A prior alliance in February 2023 with Soft2Bet aimed to broaden the distribution network, emphasizing AvatarUX’s commitment to innovation and market reach. The stage is now set for Lara Falzon to lead AvatarUX through a dynamic period of expansion and innovation in the B2B gaming landscape.

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