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Atlaslive Expands Leadership Team with New Appointments in Sales and Account Management
Atlaslive, the dynamic iGaming platform, has announced the appointment of Vladimir Matvijevichas Head of Sales as an essential step to support the company’s global expansion strategy. Additionally, the company is proud to introduce Marina Mirzoyan as the new Head of Key Account Management. With her fresh perspective, boundless enthusiasm, and exceptional leadership abilities, Marina will focus on strengthening existing partnerships while exploring new business opportunities and client relationships.
Vladimir is a great addition to the Atlaslive team. He brings a wealth of experience from his work in B2B and B2C, including his time at SoftGamings. His deep understanding of diverse markets, strategic thinking, and strong client relationship-building abilities will undoubtedly strengthen Atlaslive’s sales department efforts. By staying ahead of industry trends and delivering strong results, Vladimir adds value to the growing team.
In his new role at Atlaslive, Vladimir will be in charge of creating and putting the company’s sales strategies into action, while also growing its client base in key markets. He’ll focus on building strong, long-term partnerships and helping the company grow, starting with a special focus on the Latam market.
Vladimir Matvijevich commented: “Starting as Head of Sales in Atlaslive is a great opportunity. I believe that the company and I share the same vision for how to approach business, and I see this as the beginning of achieving our goals together. My focus is not just on sales but also on building lasting relationships with our partners. Our primary focus right now is the Latam market, where we have very ambitious plans, and I’m confident we can succeed.”
As mentioned earlier, the company has also appointed Marina Mirzoyan as the new Head of KAM where she will focus on strengthening client relationships and ensuring the KAM team delivers top-tier service and performance.
Marina is a results-driven professional with over 9 years of experience in product and business development, where she has led teams and significantly boosted revenue growth within existing customer bases. Known for her personable approach and ability to work effectively with diverse groups, she is adept at solving complex challenges and fostering strong client relationships.
In 2021 Marina embraced a new challenge by transitioning into the iGaming sector as a Business Development Executive responsible for driving the growth of one of BetConstruct’s brands. Working there she played a key role in finding new business opportunities and enhancing the company’s presence in competitive markets. Marina focused on creating custom strategies to engage clients, which helped grow the company’s market share and build strong, long-lasting relationships with key partners. She also led teams from different departments to deliver solutions that met client needs, boosting customer satisfaction and loyalty. Her leadership and smart approach played a big part in raising BetConstruct’s reputation.
Now, Marina has joined Atlaslive, the dynamic iGaming platform, and is ready to achieve new milestones and continue her successful journey in her professional life.
She said, “I’m incredibly excited to be joining at such an exciting time of growth and can’t wait to contribute to the ongoing success. I’m eager to introduce new, innovative processes that will help accelerate the company’s impressive growth even further. I look forward to collaborating with my talented colleagues as we steer the B2B business toward an even brighter future.”
Commenting on both appointments, Maxim Slobodyanyuk, CEO of Atlaslive, said: “Marina and Vladimir are both exceptionally talented individuals who will undoubtedly be key assets to Atlaslive. They have a deep understanding of the gaming industry, strong product knowledge, and extensive experience in building meaningful partnerships. I’m sure they will bring greater cohesion to their respective teams and lead us to the next level of international expansion.”
With Vladimir Matvijevich and Marina Mirzoyan joining the team, Atlaslive looks ahead to continued growth and success, powered by their expertise and vision. Atlaslive – the tech behind the game.
The post Atlaslive Expands Leadership Team with New Appointments in Sales and Account Management appeared first on European Gaming Industry News.
Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.
Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.
This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.
Highlights from the report include:
Top consumer apps are investing in interactive ads to compete for engagement
In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.
Playable ads deliver returns across ad budgets for mobile game advertisers
In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.
Tailoring “metaplay” elements to motivations can improve performance
“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.
UGC is becoming a key differentiator in driving scale for consumer apps
The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Widespread adoption of Gen AI leads to more customized ad experiences
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.
Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”
Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”
The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.
Affilka by SOFTSWISS, an affiliate management software platform, has secured the title of Affiliate Software Supplier at the prestigious EGR B2B Awards for the second consecutive year. The awards ceremony took place on 3 July at London’s iconic The Roundhouse, where the iGaming industry gathered to celebrate the most successful and innovative companies of the past year.
The consecutive win reinforces Affilka’s growing leadership in iGaming affiliate marketing software. Over the past 12 months, the product has consistently evolved, launching a series of powerful new features.
Among the recent updates is the Cross-Brand Player Duplicate Detection tool, which identifies overlapping player accounts across different casino brands within a single affiliate program. The platform also introduced the new Traffic Report, which provides real-time, click-to-registration and click-to-FTD metrics with multi-dimensional filters. Another new feature allows affiliates to access data on their marketing campaigns and tracking links directly via API, enabling automated data extraction and custom integrations.
At the end of last year, Affilka rolled out the Geo-Distributed Redirect feature, which boosts site visits by reducing redirect times from 1.5 seconds to 300–500 milliseconds, and the Cohort Analysis Report, which offers deeper insights into player behaviour.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, commented on the recognition: “Winning this award two years in a row is an incredible achievement for our team. It reflects our hard work, creativity, and deep commitment to the continuing improvement of our platform. What makes this win special is knowing that the tools we build are already helping our partners solve real challenges. Whether refining traffic strategies or making smarter, data-driven decisions, we’re proud Affilka plays a part in their success.”
Thanks to ongoing updates and the introduction of new innovative features, Affilka by SOFTSWISS now supports over 450 brands, 400 thousand affiliate accounts, and 98 million player registrations.
Earlier in June, SOFTSWISS won two prestigious trophies at another EGR Ceremony – Marketing & Innovation Awards 2025. The company’s marketing department received the Marketing Team of the Year Award for its bold creative approach and effective use of new technologies and data analytics. In addition, Valentina Bagniya, CMO at SOFTSWISS, was named B2B Marketer of the Year for transforming the company’s marketing function into a powerful brand engine within the iGaming industry.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running appeared first on European Gaming Industry News.
As summer reaches its peak, so do the opportunities for operators partnering with Spinmatic. The premium Slot developer has launched two new exclusive offers as part of its ongoing Rock the Month campaign – a high-impact promotional series featuring targeted incentives, exclusive discounts and seasonal themes designed to support long-term operator growth.
After a strong debut in July with Fruit Fiesta and Summer Splash, Rock the Month has quickly become a key initiative for many partners, offering unique commercial advantages each month, exclusively to Spinmatic clients.
For August, the provider turns up the heat with two new offers: Summer Crash and Freespin Hype. Both are available to apply for until July 25 and designed to help operators during the summer’s most critical weeks.
This August’s promotions offer Spinmatic’s partners the chance to unlock up to 60% off in Revenue Share, depending on the offer selected. Full activation details – including game selection and placement requirements – are reserved exclusively for Spinmatic’s operator network.
“Our goal with Rock the Month is to bring consistent value to our partners,” said Norbert Mathies, Managing Director at Spinmatic. “We know operators are constantly under pressure to keep players engaged, so with our monthly promotions, we aim to offer something that’s genuinely useful. With two offers available each month, operators can choose the one that best fits their market. At the same time, we’re helping them get more out of their campaigns and explore new games with reduced risk.”
Spinmatic encourages operators and industry stakeholders to stay tuned, as new Rock the Month promotions will continue to be rolled out monthly. For those looking for innovative ways to increase player loyalty and revenue, now is the perfect time to get involved.
The post “Rock the Month”: Spinmatic’s monthly promos to power operator growth appeared first on European Gaming Industry News.
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