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‘Making a positive difference’: YGAM undergraduate apprentice, Nadia Tarik, reflects on a year studying and working for social change

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In 2019 23-year old Nadia Tarik made history when she was among the first students to participate in the ground-breaking apprenticeship degree course in Social Change at Queen Mary University of London.  Thanks to pioneering sponsorship from Caesars Entertainment EMEA, Nadia has been able to combine a four year degree course with her work as a Development Officer at YGAM, the UK charity that works to inform, educate and safeguard young people against gambling and gaming related harms.  Nadia reflects on her first year of studying and working.

 

The Social Change degree course attracted six times more applicants per place than Oxford University – can you explain the challenges of being accepted onto the course and what was the interview process like?

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Being the first degree of its kind meant that there was very high demand for places. The recruitment process was extremely challenging and detailed to ensure that recruiters were selecting candidates that would make the most of the opportunity as well as identify those with the capabilities to impact social change. The academic requirements were very high with three As at A level in order to ensure that applicants would be academically capable of completing the course and understanding the set modules.  I had to present a detailed explanation as to why I should be accepted, what I would bring to the programme and my future goals. We then had a group based interview, followed by a 2:1 interview in which I was asked multiple questions regarding my application and a full explanation of my career and work history. After several phone interviews with recruiters, I met YGAM CEO Lee Willows and Mike Wojcik the Chair of Trustees and then completed a final round interview with the CEO after which I was offered the position.

Can you describe what your post at YGAM entails and what the challenges are?

The Development Officer Apprentice role involves frequent rotations across disciplines including marketing, education and fundraising. The diversity of the apprenticeship programme has, I think, put me in an extremely favourable position with regards to the development of my career that I would not have been exposed to if I had chosen a more traditional route. The accessibility of technology resources has enabled organisations of all sizes to become digitally focused. Regarding the current pandemic crisis, many firms have had to redesign their business plan and create a virtual presence.  The introduction of YGAM’s Webinars has allowed me to develop an understanding of numerous programmes such as Salesforce and WordPress. I am now able to utilise my knowledge and incorporate the software on a day to day basis, building my IT literacy and enabling me to contribute to projects such as the design of YGAM’s virtual resources and registrations. This year we’ve introduced Parental Engagement educational resources, allowing me to be part of the development of a new service right from the very start. I have particularly enjoyed working with the team to design surveys for our focus groups and I have now been given the task to create interactive animations for our new educational materials.

In many ways YGAM has been ahead of the curve, as even prior to the pandemic it has operated a remote working environment with employees spread all across the UK. Working remotely at such an early stage in my career has been a definite plus enabling me to experience the challenges of goal-setting, motivation and discipline that are so important whilst working independently.

A lot of people are put off further education due to the fear of accumulating student debt – does the apprenticeship help in that respect?

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Yes, student debt is a big deterrent for many individuals especially those from challenging backgrounds. An apprenticeship programme is highly beneficial for those struggling with the decision to undertake a degree or to earn a full salary as it provides the benefits of both options. I am of course extremely grateful for the support provided by Caesars in this respect. The apprenticeship programme eliminates financial constraints by providing free intuition, the standard living wage salary or above as well as any resources required for the course. There is a big misperception that those operating in the third sector/not-for-profit do not become financially successful. The Social Change degree apprenticeship programme provides the training, resources, networks and knowledge to ensure you are on the right path to achieve personal and career goals.

Can you explain how the course operates and the split between working at YGAM and studying at Queen Mary University?

The Chartered Degree Apprenticeship in Business Management (Social Change) is a four-year programme. After completion, apprentices gain a Business Management (Social change) BSc Degree as well as a Chartered Management qualification. During university term time we operate with two full days of education and three full days of working with our employer. Outside university term time I work full time, five days a week at YGAM. Throughout the four-year programme the apprentices are required to create a portfolio which examines how we have met the KPIs for our Chartered Management qualification. Thus, challenging us to translate the skills and experiences from our workplace with the theory taught in our modules. In our final year we will undergo a six-month work project where we take on the role as project manager to showcase our skill sets and finally present it to a panel for grading.

What modules do you study at Queen Mary?

It is a really comprehensive course covering marketing, the law, accounting, leadership, ethics, governance, social responsibility, fundraising management, mentoring and coaching.  The course is varied and provides opportunities to deep dive into specialist interests.

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Is it difficult combining work and education?

It can be demanding, especially during exam periods. Communication is very important, I have found that being able to liaise with fellow apprentices on my course extremely beneficial. Moreover, having open communication with my line manager relieved any stress I may have had. Management is very understanding and flexible with our work demands during assessment periods.

Can you provide some background – did you go to school in London and do you live in London?

I was born and raised in the London Borough of Bromley whilst living in a traditional Moroccan household.  Growing up I spent a lot of time abroad in Holland and Morocco visiting family for extended periods of time. In terms of education I always studied in my local area so I was excited to attend Queen Mary’s University which is situated in the heart of East London. I love the fact that I can now explore a new area of London and experience a whole fresh wave of cultures.

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Reflecting on your first academic year as an undergraduate apprentice – what have been the high points?

There have been a lot of high points, not least featuring in an article which was published in The Guardian newspaper which I think demonstrates how ground-breaking and different this course is. The ability to get hands-on experience in a real and relevant work environment, being able to participate in important initiatives and to contribute to the objectives and goals of YGAM are all really significant take outs from my first year. Currently I am part of a team developing interactive animations for our Parental Engagement resources – this is a new and exciting opportunity that allows me to hone into my creativity. It’s been a hugely exciting year of growth and impact at YGAM and I’m proud to be part of it.

If you hadn’t succeeded in being accepted on the apprenticeship degree course what do you think you would be doing?

My lifelong ambition has been to dedicate my career to the third sector. Equally, I am fascinated by the world of business so I think I would have followed a traditional business-related degree, whilst continuing to volunteer until I was able to merge both passions. I feel fully motivated and grateful to YGAM, Queen Mary and Caesars knowing that I  am working for an organisation that is making a positive difference and impacting social change – which is exactly what I want to achieve in my career.

 

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FANDOM DECODES THE TUG-OF-WAR FOR FAN ATTENTION BETWEEN GAMING & ENTERTAINMENT COMPANIES IN 2024 INSIDE ENTERTAINMENT STUDY

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Study Identifies a New Target Audience – The “Switchers” – and Why Dramas Could Be the Next Big Gaming Franchise

 

Forget the gaming vs. entertainment narrative. Fandom, the world’s largest fan platform, today released its annual Inside Entertainment study which reveals a nuanced reality: fans crave both immersive gaming worlds AND timeless storytelling across tv and film, NOT one or the other. Leveraging first-party data from Fandom’s extensive platform – 350 million monthly unique visitors, 45 million pages of content and 250k fan-powered wikis – coupled with a global study, Inside Entertainment: The Entertainment & Gaming Tug of War goes beyond industry headlines to:

  • Understand the dynamic coexistence between the gaming and TV/film industries
  • Identify a brand new audience – the “Switchers”
  • Detail why dramas and book adaptations present a huge opportunity to be the next hit video game franchise

“Every industry analysis refers to the battle for fans’ attention across entertainment and gaming but we’ve found that it’s not an either or. In fact, combined, entertainment and gaming experiences strengthen fan connection and deliver incremental engagement,” said Stephanie Fried, CMO of Fandom. “Understanding the interplay between these mediums is key to building authentic and enduring fan experiences; and understanding the value and role of each medium is essential for developing powerful marketing messaging to attract and retain fans.”

Key Findings

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  • 67% of fans are spending the same or more time consuming content or playing video games, but their behavior is shifting:
  • 33% are spending less time on cable or in theaters – and the number one activity they’re switching to is gaming (59%

Switchers’ refers to the audience moving away from watching movies & binging TV shows in their free time to do other activities. Outside of gaming, switchers are also spending time:

On social media (47%), reading (56%) and doing hobbies (37%)
With 56% of the switcher audience spending time reading, it presents an opportunity to re-engage this audience and pull them back into the ecosystem with new content strategies, like book-to-game or book-to-film cross over adaptations

But don’t worry entertainment companies. Just as gaming is the #1 activity for entertainment fans, watching TV and movies is the #1 activity gamers turn to when taking a break from gaming – which means these industries are inevitably intertwined and could benefit from joint endeavors or conquest/win-back strategies

Drama could be #1 untapped genre for gaming companies to explore when looking for their next big hit. Our data uncovers that drama fans who also game gravitate towards genres like:

  • Role-Playing (RPG): 73%
  • Adventure: 72%,
  • Simulation: 62%,
  • Sandbox/Open World: 62%,
  • Puzzle: 60%

Gaming wins on super serving the emotional needs of fans, identifying a niche area streamers & studios should not only be aware of – but double down on:

  • 82% of gamers think video games are more interactive & engaging than movies and TV
  • 59% feel more accomplished when playing a video game
  • 53% like that they have more control in the story when playing video games
  • 45% feel more invested in the storylines in video games

Top 3 Takeaways For Advertisers and Marketers

1. Gaming is a Friend vs. a Foe

  • Despite common misconceptions, there is a true symbiotic relationship between the gaming and entertainment industries – they both serve different emotional needs for fans and can actually complement each other – with the right fan strategy.
  • Therefore, if studios, networks and streaming companies cater to the distinct emotional desires of their specific audiences, they can successfully influence a fan’s choice between mediums and content types and build out a more robust conquest strategy for both retention and acquisition.

2. Sway the Switchers

  • Switchers are the audience entertainment companies should be first and foremost targeting in this “tug of war” to capture fan attention, because switching to watching TV & movies is the first activity gamers engage in after they stop playing.
  • This underscores the importance for entertainment companies to develop strategies that resonate with these “switchers.”

3. Find your Niche

  • With the growing intersection between gaming and entertainment, it’s crucial for studios, networks, and streamers to align on a gaming strategy that drives viewer engagement and retention.
  • While many entertainment companies know they need a focus on gaming to drive their business forward – how and where are often barriers. Developing a gaming-specific fan strategy by finding niche pockets in the vast ecosystem – like targeting drama fans or creating book adaptations – is key for reaching a high affinity target at scale.

For an interview with a Fandom executive to discuss the study in more detail, please contact Rachelle Savoia at [email protected]

Methodology

The 2024 Inside Entertainment study regionally analyzes the dynamics between diverse forms of entertainment based on a survey of 5,500 entertainment and gaming fans aged 13-54 These insights were validated and deepened through Fandom’s proprietary, first-party data from 2024 – more than 350 million monthly unique visitors, 45 million pages of content across 250,000 wikis. This methodology provides a 360-degree view of franchises and fan interest across the entertainment and gaming landscape through the eyes of Fandom.

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BOLDPLAY TITLES DEBUT ON MARATHONBET

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Over 50 innovative titles have been added to the popular online betting platform’s casino game line-up.

Boldplay, the renowned developer of premium online casino content and innovative casino software solutions, has announced that it has formed a new partnership with Marathonbet that will see its full suite of 100+ titles added to the operator’s casino game line-up, with 50+ of those games available now.

As a result of the deal, games from Boldplay’s state-of-the-art slot selection and range of virtual scratch cards have already been added to Marathonbet’s lobbies, but the provider will also be offering table games, virtual bingo and keno releases on the platform going forward.

Marathonbet is currently licensed by both the government of Curaçao and the Directorate General for Gambling Regulation in Spain, with a further internet gaming concession from the Customs and Monopolies Agency (ADM) also enabling it to provide services to Italian players.

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As such, the collaboration will now enable Boldplay to offer its titles to audiences in a wide range of global markets, many of whom will not previously have seen the signature range of Boldplay jackpots and engaging free spin features that have made the provider such a huge hit with fans.

Of the Boldplay games now available on Marathonbet, a standout highlight is the MMA themed Brute Force, which offers a choice of two hard-hitting bonuses and currently ranks as one of the studio’s most successful slots to date.
Speaking on the new partnership with Marathonbet, Boldplay Commercial Director Gary Francis said: “We’re very happy to have teamed up with Marathonbet in a move that will see our cutting edge game collection reach new audiences in a number of important markets around the world.

“With a wide range of Boldplay slots, scratch cards, table games and bingo and keno releases now available on the platform, our line-up already has something for everyone and will continue to get even stronger as we announce new releases in 2024. We hope that Marathonbet customers enjoy all that we have to offer and look forward to seeing how our games perform on the platform.”

 

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BMM INNOVATION GROUP TO SHOWCASE COLLABORATION WITH INTERNATIONALLY ACCLAIMED MASTER CHOCTAW ARTIST DG SMALLING AT INDIAN GAMING ASSOCIATION (IGA) TRADE SHOW APRIL 10-11

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The Company to Unveil Original Artwork Focused on BMM’s Mission to Protect Tribal Gaming and All Who Play

BMM Innovation Group (“BIG”, “BIG Group”, or the “Company”), a technology conglomerate providing world-class services and cutting-edge solutions to the global gaming industry through BMM Testlabs, BIG Cyber, and RG24seven Virtual Training, today announced a collaboration with internationally acclaimed Choctaw Nation Master Artist DG Smalling celebrating BMM Innovation Group’s relationship with Tribal suppliers, regulators, and operators. The artwork will be showcased at the IGA tradeshow April 10-11 at the Anaheim Convention Center in BIG’s Booth No. 628.

Smalling is best known for his single-line, continuous drawing technique in which his pen never leaves the paper until the image is complete. The piece he created with BIG is called ‘Hand to Hand’, representing the vital relationship between the BIG Group and Tribal gaming. Smalling will be giving away signed reprints of the piece from 2-4 pm on Wednesday, April 10 in BIG’s Booth No. 628.

BIG’s Chairman and Chief Executive Officer Martin Storm said, “We are honored to be able to work with such an internationally celebrated and recognized Tribal artist, DG Smalling, to create artwork that reflects our deep roots in Tribal gaming and the importance of the BIG companies in protecting Tribal gaming and all who play through best-in-class product testing and certification, cybersecurity protection solutions, and compliance-grade training.

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Smalling said, “I was excited to create this piece for the BMM Innovation Group. This artwork depicts the role of BMM as an agency of quality control to protect Tribal sovereignty from outside intervention; the intersection of Tribal nations, Indian Gaming, and BMM as a day-to-day presence securing Indian Gaming integrity, and thereby, its sovereignty.”

Prior to his collaboration with BIG, Smalling had already made a name for himself in the gaming industry. In 2022, he achieved the distinction of being the first artist to fully collaborate with a slot machine manufacturer when he teamed up with Incredible Technologies to launch Class II slot games showcasing his art. In addition, Smalling has played a key role in spearheading a number of corporate-indigenous partnerships with leading companies like Amazon, Gary Platt Manufacturing, Emser Tile Native Narrative Series, and APMEX. Smalling holds the distinction of being authorized by the Delaware Nation of Oklahoma — through statute — to create on their behalf.

Smalling’s art and honors include the Department of the Interior’s Operation Lady Justice; featured artist at Epcot Disney World: State of Oklahoma Centennial Show in 2007; Grand Palais “Salon du Dessin et de la Peinture á l’Eau” in Paris in 2011; and National Museum of the American Indian “Choctaw Codetalkers Celebration” in Washington, DC in 2012. In addition, Smalling has been commissioned to paint several portraits, including U.S. Justice Sandra Day O’Connor, U.S. Congressman Tom Cole, and Sir Tony Blair, the former Prime Minister of the UK, among many other notable dignitaries. Some of Smalling’s notable commissions include APMEX Coins’ Asian Zodiac Series: Year of the Dragon (2024) ; APMEX Coins’ Grand Buffalo (2023); and Lady Justice of California Proclamation (2020). For more information, visit dgsmalling.ai.

 

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