Sentient Studios appoints Atucha Strategic Advisory for Latin America launch

Sentient Studios has appointed Atucha Strategic Advisory (ASA) to lead its entry into Latin America, with ASA taking responsibility for the company’s commercial representation across the region.

Under the agreement, ASA founder and CEO Ramiro Atucha will join Sentient Studios as a board advisor and will manage relationships with operators and platforms as Sentient introduces its AI-powered live dealer approach to live casino in Latin America.

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. The company said its technology offers a software-driven alternative to the traditional live dealer model, enabling operators to scale table availability, customise 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 Sentient Studios founders Nigel Eccles and Rob Jones. BetHog’s first AI-powered blackjack dealer, Sunny, launched in October 2025, with BetHog reporting stronger player retention and satisfaction compared with its live dealer equivalent.

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."