AvatarUX names Deane Hendricks as Chief Product Officer
Slots studio AvatarUX has strengthened its leadership team with the appointment of industry veteran Deane Hendricks as Chief Product Officer, effective 4th September 2025.
AvatarUX, the slots studio known for its proprietary game mechanics, has appointed Deane Hendricks as Chief Product Officer, the company announced on 4th September 2025.
Hendricks brings more than two decades of industry experience to the role. He joins AvatarUX from a senior position at Bragg Gaming’s Indigo Magic Studio, and has previously worked at Play’n GO, NetEnt and Wizard Games.
In his new role, Hendricks will oversee AvatarUX’s product portfolio, building on the studio’s PopWins mechanic as the company plans further market entries.
Expansion drive
The hire comes as AvatarUX continues to grow its footprint internationally. The supplier has recently secured a Romanian supplier licence, obtained a recognition notice from the Malta Gaming Authority, and had its games certified for the Brazilian market. It has also been expanding its slot portfolio with new titles and mechanics.
Tristan Gauci, Head of Account Management at AvatarUX, said the appointment reflected the company’s ongoing progress in the industry, adding that Hendricks’ experience was expected to bring fresh dynamism to the studio’s game offering as it enters new markets.
Hendricks said he was drawn to AvatarUX because of its portfolio of trademarked mechanics, including PopWins, MultiPop and StickyPop, as well as its collaborative team culture. He said he looked forward to contributing to the studio’s expansion through new products and market launches.