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How 2 Bolton Based Businesses are Tackling Addiction in the Aftermath of Lockdown

Two Bolton based businesses, Acquiesce and WHYSUP, recorded a podcast discussing addiction, and how they are tackling it following the coronavirus lockdown.
Acquiesce is a private rehabilitation centre, offering luxury accommodation and an urban recovery model that integrates recovery into everyday life. Tina, the senior practitioner at Acquiesce, oversees each individual’s entire journey.
WHYSUP was founded by Mark and Liam. They work to deliver presentations, workshops and keynotes to schools and businesses across the UK to educate and raise awareness of mental health and addiction.
Mark’s Story
Mark begins by explaining his battle with a gambling addiction that started with a bet when he was just sixteen. By 21 he realised he needed help and attended Gamblers Anonymous meetings.
“I remember going to a GA meeting, looking around and thinking ‘Well I’ve not lost my house, not lost my wife, not lost my family. I’m not as bad as these so I don’t need help.”
By 25 he had a girlfriend and a professional job. Everyone around him thought he had left his old life behind and was on the road to recovery. Unfortunately, this wasn’t the case.
At 29, he was kidnapped and held hostage by a group with machetes who were demanding ransom from his mother. Luckily, the police tracked his phone and rescued him.
Mark finally hit rock bottom when his family turned their backs on him. Without his family, he felt that suicide was the only way out of his mess but knew the impact this would have on everyone around him, including his children.
With help from his mum, Mark went to rehab in Birmingham. He took part in the fourteen week programme but stayed there for another five and a half months.
In rehab, Mark wrote down all of his debts. He initially thought he owed a total of £100,000 but now says it was closer to £306,000.
“It’s like I’m talking about a different person now when I look back. Thankfully that’s where it turned around for me. Rehab saved my life.”
Liam’s Story
Around the age of 13, Liam started to experiment with alcohol and drugs like many teenagers at the time.
“There was no prevention or awareness, no knowledge of addiction. My decisions were based on ‘Am I going to get caught?’”
“By 15 I was taking Class A drugs several times a week. I thought drinking and drugs were a normal part of life. I also thought I was good at it because I could do it and still do what I was supposed to be doing.”
Liam got his GCSEs, enjoyed Thai boxing, got his A levels and had a long term girlfriend, all whilst taking drugs.
“I was living a double life. No one knew. From the outside I was seen as popular and successful, the things that you don’t associate with addiction. That’s why I never thought I had a problem.”
He also started struggling with his mental health, dealing with feelings of shame, guilt and paranoia. Liam finally acknowledged his problem after crashing four cars in one week and his family started to ask questions.
“From the minute rehab was mentioned I booked myself in. I pretty much destroyed everyone I loved because I had to tell them what had been going on. When I came out, I went back to normal life, the life where I’d taken drugs for 19 years.”
Following rehab, Liam continued to take drugs after he relapsed at a funeral. His wife became frustrated with the chaos and arranged for him to stay with Mark.
“It wasn’t easy but I was given a safe place. I was able to build a recovery in the real world, which is very important because you can’t just live in a bubble.”
Mark encouraged Liam to make weekly plans, give up his cash card and attend the gym in the same way that he did when he was in recovery at the halfway house.
“I didn’t need to change my location, I needed to change my mindset. People, places, routine, structure- I had to relearn it all to get where I am today. This is why we got in touch with Acquiesce. It integrates the real world into your recovery.
Acquiesce
Acquiesce provides a discreet, highly supported and safe environment within the community to recover in. Without being hidden from the real world, the urban recovery model allows individuals to gain all the tools and experience necessary whilst maintaining a carefully monitored level of responsibility over their own recovery.
This makes the transitional period from treatment a much smoother process, resulting in a more sustainable recovery journey.
WHYSUP
Mark and Liam started WHYSUP after discussing how their addictions started and the mental challenges they had faced. They wondered if anything would have changed had they been given a talk in school.
Three years later, their service is well established and works in three different sectors; education, business and sport.
They have spoken to over 30,000 people nationwide. Over the last 18 months, people with some form of experience have joined the team. Initially their key focus was addiction but they now focus more on mental health and wellbeing.
Support During Lockdown
The team were managing the number of calls well, especially once they hired a professional who helped with more severe cases. Unfortunately, when lockdown started, calls quadrupled and they could no longer meet the demand.
“We underestimated how many and how severely people were declining. They were threatening suicide and we had to drop off flowers at funerals of people who would likely still be here if it wasn’t for lockdown.”
Acquiesce also had an increase in calls, with people experiencing anxiety and fear from a loss of jobs and uncertainty about the future. Tina explained that the number of individuals at high risk from drinking has doubled according to Public Health England.
“We found that some clients have relapsed after being clean for many years and have had to come back into treatment.” Tina added.
When defining addiction from a professional point of view, Tina says they look at withdrawals, tolerance, loss of control, broken promises and consequences, but that in reality it’s a much wider perspective.
“I define addiction as a compulsive behaviour that is impossible to stop without professional help and support. As much as you try to convince yourself you can do it alone, I know from experience that you just can’t.” Added Mark
Liam’s definition of addiction has changed over time. He said, “Two and a half years ago, I’d have talked about drugs. For me now it’s more than a substance or behaviour, it centres around thinking and feeling.”
Tina explained that the Acquiesce programme is very much about positivity, positive self talk, self esteem, gaining confidence.
“When clients come in, their addiction has robbed their self esteem and we work to get it back.”
If you or a loved one are struggling with addiction or mental health issues, please book a callback with Acquiesce at acquiesce.org.uk/contact or 01204 771940, or get in touch with WHYSUP at whysup.co.uk/contact
To listen to the whole podcast, please visit acquiesce.org.uk/how-2-bolton-based-businesses-are-tackling-addiction-in-the-aftermath-of-lockdown/
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AI
Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

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.
Affiliate Industry
Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running

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.
Latest News
“Rock the Month”: Spinmatic’s monthly promos to power operator growth

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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