AI-gamification specialist Promofy emerged victorious at this year’s Pitch ICE competition. The company’s CEO and founder Irakli Davarshvili fended off competition from 11 other companies bidding to win the prize money of €15,000 provided by the competition’s lead sponsor AWS.

In a pitch lasting three minutes followed by a three-minute Q&A, Davarshvili wooed the panel of judges, consisting of Adam Rosenberg, senior adviser, gaming & leisure, Blackstone; Meir Shachar, gaming advisor and CEO at Digicode and RUNWAI, respectively; igaming adviser and gaming industry expert Paris Smith; Maxime Sbeghen, head of investment at FDJ United Ventures; and Jeff Millar, managing partner at JJK Partners.

Davarshvili emphasised how “innovative, customisable and easy to use” Promofy’s gamification engine was, highlighting its AI flow and ability to rapidly build gamified campaigns.

He described 2025 as having been a “foundational year”, outlining how the company had achieved $800,000 in revenue, had more than 20 customers and was now looking to raise $2m to support Promofy’s further growth.

Other pitch participants included eyeDP, an AI-powered solution to help operators process and analyse unstructured data and documents; Whizdom AI, designed to personalise game recommendations for players; Swiss Shufflers with its patented card-shuffling deck; and fantasy sports platform Loserball which “makes losing as cool as winning”.

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The Betting and Gaming Council (BGC) has signed a Cooperation Agreement with Chile’s Agrupación de Plataformas de Apuesta en Línea (aPAL), as part of ongoing efforts to support the development of a sustainable and well-regulated online gambling market in Chile.

The agreement brings together the BGC, which represents around 90% of the UK’s regulated betting and gaming industry, and aPAL, a group of international online betting operators that have been working since 2022, to support the introduction of modern gambling regulation in Chile.

While online gambling is currently not prohibited but also unregulated, Chile already has a land-based casino sector, horseracing and a lottery duopoly, and a draft bill to regulate online operators has been under discussion for several years. Following recent elections, a new Chilean Government is now in a position to advance with the legislation, potentially introducing a licensing regime as early as 2027.

Under the Cooperation Agreement, the two organisations will work together to share international experience and evidence, strengthen the knowledge base around gambling regulation, and engage constructively with policymakers and stakeholders on the development of a sustainable licensing framework in Chile.

Carlos Baeza, Chilean lawyer and representative of aPAL, said: “Chile has a real opportunity to introduce a modern, robust regulatory framework for online gambling that protects consumers, tackles illegal activity and delivers meaningful public benefits. At present, online gambling operates entirely outside any regulatory oversight, leaving players without safeguards and the state without visibility or control.

“By working with the BGC, we can draw on international best practice and ensure policymakers have access to high-quality evidence and experience from well-regulated markets.”

Grainne Hurst, Chief Executive of the Betting and Gaming Council, added: “The BGC is pleased to be working with aPAL at a pivotal moment for gambling reform in Chile. Well-designed regulation is essential to protect players, raise standards and drive out the harmful black market.

“The UK’s regulated market shows how robust licensing, high standards and effective oversight can support safer gambling while allowing a well-regulated industry to thrive. This agreement reflects our commitment to sharing that experience and supporting evidence-based policymaking internationally.”

The Cooperation Agreement will initially run for one year and forms part of the BGC International Committee’s ongoing programme of engagement with global partners.

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