AvatarUX has appointed Lara Falzon as its new chief executive officer as the company continues to make impressive strides in the industry.

Falzon has significant industry experience and joins AvatarUX from Bragg Gaming Group where she acted as president & COO. Prior to that, she held senior positions with Red Tiger and NetEnt.

Falzon will take the helm from Nicola Longmuir in January who has been AvatarUX’s CEO since early 2022 and is leaving the company for family reasons.

AvatarUX has recorded an impressive 2023 that has seen the studio significantly expand its geographical reach, while boosting its slot portfolio with several high-performing titles featuring unique mechanics and features.

Lara Falzon, CEO at AvatarUX, said: “I’m honoured to take over as CEO of AvatarUX at what is an extremely exciting time for the company.

“AvatarUX has grown incredibly fast and has made an impression with operators and players alike for their innovation and the fantastic entertainment their games offer. I look forward to being a part of the future success story that will take the company to new heights.”

Tomas Bäckman, chairperson at AvatarUX, said: “We couldn’t be happier to welcome Lara to AvatarUX, knowing that the company is in great hands for future growth. 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. It is a really exciting time for the business.

“I also want to thank Nicola for all her hard work over the past two years and I wish her all the best for the future.”

Bragg Gaming president and chief operating officer Lara Falzon will exit the company on 31 December 2023. 

In a brief statement on Friday, Bragg said the former NetEnt operational CFO had provided notice she intended to resign from her positions, effective at the end of the year. 

Until this date, Bragg said Falzon will remain involved in day-to-day operations. 

First appointed to the board in February 2021, Falzon is an experienced accountant and igaming executive. 

When announcing her appointment, Bragg pointed to Falzon’s experience of working in stock exchange listings. Listing on the NASDAQ was one of the supplier’s self-described goals for the year, which it achieved in August 2021.  

An executive appointment followed in February 2022, with the business announcing Falzon would be assuming the newly created positions of president and COO.

In these capacities, Falzon was responsible for the day-to-day oversight of the company’s operational performance, as well as having a role in directing its strategic initiatives. 

News comes after Bragg Q3 2023 report 

The news comes just days after a mixed Q3 financial report that saw the business reiterate its full year guidance despite a quarterly net loss. 

Falzon has resigned just months after Matevž Mazij was appointed as Bragg chairman and CEO, replacing Yaniv Sherman.

The Oryx Gaming founder – and largest Bragg shareholder – had previously said he intended to initiate new growth strategies for the business globally. 

Mazij thanked Falzon for her work in the business.

“During her time as a board member and in senior management as president and COO, Lara has been an invaluable member of our team as her contributions to our success and growth have been substantial,” he said. 

“Lara’s dedication, leadership and hard work have left a significant mark on Bragg, and we are grateful for the knowledge and experience she brought to the company. 

“We wish her all the best for the next chapter in her career.”

Falzon added she was “honoured” to be part of the Bragg team. 

“I am confident the company has outstanding leadership and team members to guide its continued success going forward,” she added.

Prior to joining Bragg’s board, Falzon served in a number of financial leadership roles in several Malta-based iGaming businesses. 

These included as NetEnt operational CFO and as Red Tiger Gaming CFO. Falzon also worked as group financial director of Candy Crush developer King, and as head of accounting at BMW Malta. 

Bragg Gaming Group is pleased to announce the signing of a new global distribution agreement with 888 Holdings, one of the world’s leading betting and gaming companies and owner of several internationally renowned brands including William Hill, 888, Mr Green and SI Sportsbook.

The new agreement further strengthens the companies’ existing collaboration.

Under the new agreement, Bragg’s exclusive content is expected to roll out with William Hill in the UK, Mr Green in Italy, Sweden and Denmark, and 888casino in Italy for the first time, following launches with the operator in the UK, Spain and Ontario over the course of the last year.

This collaboration further enhances the distribution of Bragg’s proprietary and exclusive content in
multiple regulated markets, offering a wide array of exclusive and popular titles from Bragg Studios
brands such as Atomic Slot Lab and Indigo Magic, as well as from its Powered by Bragg partners.

Lara Falzon, president and chief operating officer at Bragg Gaming Group, expressed her enthusiasm about the partnership: “We are thrilled to announce this exciting new distribution deal with 888 Holdings – including for the William Hill and Mr Green brands – given that 888 is one of the most renowned operators in the global gaming industry.

“This agreement is a testament to our commitment to expand Bragg’s footprint in key markets and
solidify our position as a leading content provider.”

Ofir Gal-Mor, group head of content, added his comments on the partnership: “Bragg Gaming’s
offering is well known throughout the industry for being forward-thinking and of the highest quality.

“We have worked closely together since early 2022 and look forward to elevating our partnership further with the addition of Bragg’s diverse content portfolio to our William Hill and Mr Green brands.”

B2B supplier Bragg Gaming has appointed Lara Falzon as its new president and chief operating officer (COO).

Falzon has been a non-executive director at Bragg since March 2021 and has held several senior finance positions in the gaming sector, most recently as operational CFO at NetEnt. 

Prior to that, she was CFO for Red Tiger Gaming, where she navigated the game studio’s sale to NetEnt, and subsequently played a key role in the $2.1bn sale of NetEnt to Evolution.

As COO, Falzon will be responsible for the primary oversight of Bragg’s day-to-day operational performance, and will help guide the ongoing execution of the company’s growth strategies.

Bragg said she will also be responsible for fostering “success-oriented accountability” across the business.

“Lara’s skill set and significant gaming industry accomplishments will serve to drive further improvements in our day-to-day operations, continued progress against our strategic initiatives and overall financial growth,” said Bragg Gaming chairman and interim CEO Paul Godfrey.

“We look forward to benefiting from her oversight and guidance of our business practices and objectives as we continue to execute on our global growth strategy.”

Godfrey, a former chair of the Ontario Lottery Gaming Corporation, took over the top job in November 2021, replacing former CEO Richard Carter, who lasted just six months in charge.

Falzon said: “Having evaluated the company’s opportunities and growth strategies since joining the board, I am excited to take on this day-to-day role to further Bragg’s evolution and operational momentum.

“As demonstrated by the company’s progress and success with executing on its strategies and initiatives to deliver growing, positive financial performance – including a continued expansion into new markets and focus on offering high-performing internal and external iGaming content – Bragg has already established a platform to deliver consistent growth and the creation of shareholder value.

“I look forward to contributing to our long-term success,” she added. 

In December, Bragg received regulatory approval for its acquisition of US-based Spin Games, a deal which it hopes will provide near-term growth prospects in the country.

That deal is expected to complete early this year, while Bragg’s appointment of Falzon suggests it may be seeking to increase its firepower in the M&A arena.

Bragg is listed on the Toronto Stock Exchange and was created in 2018 following a merger with Oryx Gaming. It also owns Las Vegas-based casino content studio Wild Streak Gaming.