AvatarUX recruits former Bragg COO Lara Falzon as CEO

AvatarUX has appointed Lara Falzon as its new Chief Executive Officer as the games and UX studio prepares for its next phase of enterprise growth.

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.”