Updated

Lara Falzon

CEO
AvatarUX

Lara Falzon is the CEO of AvatarUX. She is the former President and COO of Bragg Gaming, a global gaming technology and content provider.
Education
  • University of Malta

MAJOR ACHIEVEMENTS

Under Falzon’s leadership, Bragg formed several partnerships during the last year, including a three-year content licensing agreement with Sega Sammy Creation (SSC), a land-based slot games provider. The deal paved the way for Bragg to gain exclusive distribution rights to select SSC titles and to gain a larger foothold throughout North America and Europe.  

SSC is part of the Sega Sammy Group, which is based in Japan and is known for its arcade games and SEGA-branded video game consoles, as well as its pachislot and pachinko machines businesses.  

Bragg went live in three North American markets with six iGaming operators. Players throughout Michigan will have access to Bragg’s exclusive titles from its Atomic Slot Lab studio, including Egyptian Magic. 

EMPLOYMENT

Before joining Bragg, Falzon spent time working as the Chief Financial Officer for Red Tiger Gaming from 2018 to 2021 and as the Operational CFO of NetEnt from 2020 to 2021.

She resigned from Bragg in November 2023 and, a month later in December 2023, was appointed AvatarUX CEO.

PRODUCTS LAUNCHED

Upon Falzon's appointment as AvatarUX CEO, Tomas Bäckman, Chairperson, 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.”

During her time with her former company, Bragg released new technology and content in the state of Michigan, in connection with BetMGM. The launch was a strategic move to further the Canadian company’s expansion throughout North America.  

In addition to its collaboration with BetMGM, Bragg and RSI formed a longstanding partnership that yielded successful launches throughout North America. The duo released RGS products in New Jersey and Michigan, as well as in the Canadian province of Ontario. 

“I’m honoured to take over as CEO of AvatarUX at such an 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” Lara Falzon
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