AvatarUX bolsters C-suite with Deane Hendricks joining as CPO

Award-winning slots studio AvatarUX has appointed Deane Hendricks as its Chief Product Officer (CPO), as the company looks to reinforce its position as a leading innovator in the industry.

Bringing more than 20 years of experience to the supplier, Hendricks will drive forward AvatarUX’s product portfolio, building on the success of the proprietary PopWins™ mechanic and further growing its offering as the studio prepares for a number of market entries. 

Hendricks joins from a senior role at Bragg Gaming’s Indigo Magic Studio, having previously held positions at major industry providers including Play’n GO, NetEnt, and Wizard Games.

The appointment comes at a time when AvatarUX has significantly expanded its slot portfolio with diverse titles and unique mechanics, while also boosting its international reach, having recently received its Romanian supplier licence, a recognition notice from the Malta Gaming Authority, and had its titles certified for launch in Brazil.

Tristan Gauci, Head of Account Management at AvatarUX, stated: “We are delighted to add Deane to our senior leadership team here at AvatarUX as we continue to make headways in the industry.

“He has an incredible wealth of experience across the sector and we’re confident that he will bring a new dynamism to our slot offering, further cementing our position as an innovative global supplier, especially as we tackle new markets.”

Deane Hendricks, CPO at AvatarUX, added: “I'm excited to join AvatarUX as they are a studio with a recognised portfolio of content, trademarked game mechanics such as PopWins™, MultiPop™, and StickyPop™, and crucially a team culture which is very much collaborative.

“They have done a great job so far, with new opportunities already secured for the upcoming year. I look forward to contributing to AvatarUX's expansion with new products and fresh market entries.”