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CoppaFeel! zone in on young female gamers with ‘In-Play’ ad campaign
Charity gets in the game to educate 18-24 year old women about breast cancer –
Breast cancer awareness charity CoppaFeel! has enlisted the leading UK-based in-game advertising company Admix to help launch the charity’s first foray into gaming, with a highly innovative ‘In-Play’ digital ad campaign running throughout summer 2021.
The campaign will feature CoppaFeel!’s standout ad creative, which will be ‘digitally injected’ by Admix directly into mobile gaming content without disrupting any gameplay. CoppaFeel!’s In-Play campaign will run across multiple gaming genres, targeting women aged 18-24. In the UK, 1 in 7 women will be affected by breast cancer in their lifetime and CoppaFeel!’s research shows that just over half of young women are confident to start checking their boobs.
CoppaFeel! In-Play ads will appear across highly popular hits among female gamers including the likes of: Equestriad, Cat Simulator, Beat Blader and Ultimate Car Simulator. This is all geared towards raising awareness for the charity’s core mission: to ensure all breast cancers are diagnosed early and correctly by encouraging young people to regularly check their chests and understand that they know their body better than anyone else.
Gaming is a fast-growing, global industry that’s worth over $159 billion USD annually, three times the audience of film and music combined with women making up half of mobile gamers worldwide. Admix’ pioneering ‘In-Play’ advertising solution empowers brands like CoppaFeel! to reach highly engaged mobile gaming audiences at scale, in brand safe environments.
Harri Lowndes, Marketing Manager at CoppaFeel!, commented:
“All the work we do at CoppaFeel! aims to speak to young people in their natural habitat and we’re always on the lookout for new and innovative ways to remind all young people that knowing their bodies could save their lives. We are really excited to be working with Admix to reach a new, engaged audience in the mobile gaming world and hope that this ad campaign will help to spark conversations amongst young people about the importance of checking their chests regularly.”
Nina Mackie, Global Agency Partnerships Director, Admix, commented:
“We’re absolutely thrilled about our collaboration with CoppaFeel!, a charity that is really close to my heart. Gaming audiences are largely untapped by brands so this partnership offers CoppaFeel! the chance to spread their message to a young & highly engaged audience in a non-disruptive way using our native in-play ads.
Awareness raising campaigns like this current one from CoppaFeel! show that mobile gaming serves as an invaluable media channel not only to educate, but to foster positive brand interaction and engagement. Now, thanks to our recent partnership with IAS, Admix’ ad inventory is measured and verified by a trusted, independent partner making for a brand safe environment for all. We hope to continue working with CoppaFeel! long term and will continue to support their awareness campaigns in the future.”
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Midnite recruit Southampton fans to form ‘Tifo Committee’ ahead of crunch derby with Portsmouth

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Southampton sponsors Midnite have launched the football league’s first Tifo Committee, working with fans to create throughout the season
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Midnite’s Tifo Committee is comprised of Southampton supporter group members
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Midnite tease brand new tifo ahead of Sunday’s South-coast derby at St Mary’s
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The Committee was formed after Midnite’s tifo at the season opener against Wrexham AFC
Midnite – the fastest-growing UK sports betting and online casino operator and Official Training Kit partner of Southampton FC – has recruited a group of Saints fans to form a Tifo Committee ahead of this weekend’s South Coast derby against Portsmouth.
The Tifo Committee, which is the first of its kind within the league, will help Midnite deliver a series of iconic tifos throughout the season and add to the colour and atmosphere at Saints home games.
Composed of key members of various supporter groups associated with Southampton, Midnite have leant on the expertise of the people who know the football club better than anyone: the fans.
Members of the Tifo Committee include: Mike Smale (MatchDayVlogs), Alex Graham (TotalSaintsPodcast), Louise Burke (Southampton Fan Advisory Board) and Yasmin Wiseman (Southampton Fan Advisory Board).
Midnite were behind a new tifo unveiled against Wrexham on the opening day of the season and will unveil the new banner designed by the Tifo Committee before the derby against Portsmouth on Sunday.
Andrew Mook, Head of Brand Marketing at Midnite, said: “Tifos are a huge part of modern fan football culture, and we wanted to bring this to St Mary’s consistently throughout the season.
“To mark the opening day of the new season, we unveiled a tifo which paid homage to seven Saints legends and it was very well received by Saints fans. But we wanted to go bigger as the season progressed, while also leaning on the people who make the football club what it is – the fans.
“We have been collaborating with our Tifo Committee to hear what sort of designs will really captivate the fanbase, and we’re very excited to unveil our brand new tifo ahead of the Southampton vs Portsmouth fixture on Sunday.
“This is an iconic fixture in English football, and we wanted to bring the history of the fixture to life. We’re confident that the Saints fans will like what our Tifo Committee has come up with.
“We’re loving the start of our partnership with Southampton, and are dedicated to using our platform to bring fans closer to the action this season, with meaningful and impactful campaigns.”
Mike Smale, Founder of MatchDayVlogs, and member of the Midnite Tifo Committee, said: “Being part of the Midnite Tifo committee has been a privilege. To represent the fanbase and reflect the passion of our supporters is no small task. Time and again, Saints fans have shown they’re among the very best in the country – turning up, singing loud, and backing the team no matter the circumstances.
“We want these displays to be a reflection of the unity and pride that runs through this fanbase. The atmosphere at St Mary’s during these big games proves that when our supporters come together, we create something unforgettable – both on the pitch and in the stands.”
The post Midnite recruit Southampton fans to form ‘Tifo Committee’ ahead of crunch derby with Portsmouth appeared first on European Gaming Industry News.
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Playsar Joins Million Stars Partner Programme

Million Games is proud to announce its latest Million Stars partner Playsar. Playsar is an innovative studio focused on designing unique, interactive experiences where gameplay and storytelling come together.
Founded by three veterans with extensive backgrounds in design, development, and interactive entertainment, Playsar was established to bring highly visual, mechanics-led games to the market. The team has experience developing loyalty platforms, social and casual casino games, gamification tools, and original interactive gaming content.
“At Playsar, we are driven by passion to create games that stand out through design, storytelling, and playful experiences,” said Vladimir Stoyanov, CEO of Playsar. “Joining the Million Stars programme gives us the chance to focus on what we do best — the creative and game development process — while having the peace of mind that essential foundations such as technical infrastructure, regulatory compliance, and distribution are already in place.”
The Million Stars programme by Million Games provides independent studios with access to advanced development tools, platform support, compliance frameworks, and game publishing opportunities — allowing creators to focus on what matters most: developing exciting and entertaining game experiences for players.
“Playsar brings together creative ambition with a clear technical vision — exactly the kind of studio we built the Million Stars programme to support. Their design-led approach, combined with a deep understanding of player experience, makes them a strong addition to our partner portfolio. We’re looking forward to helping them scale quickly and bring their games to a global audience,” said Thomas Nimstad, CEO of Million Games.
Playsar’s first game is already in development and will be released under the Million Games label early 2026.
The post Playsar Joins Million Stars Partner Programme appeared first on European Gaming Industry News.
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QTech Games celebrates its 10-year anniversary

The preferred aggregator for emerging markets chalks up a decade in the vanguard of industry for game distribution across emerging markets
QTech Games, the leading game aggregator across emerging markets, is celebrating its 10-year anniversary. It will continue to consolidate its position at the forefront of the industry for game distribution, bringing an increasing breadth of compelling new casino games to market, and ensuring the successful rollout of its QTech Hybrid product, which is already taking retail online in Africa and LatAm.
Since inception in 2015, QTech has gone through the gears of double-digit growth during its formative years to first become the preeminent aggregator platform in Asia (where it was a pioneer in successfully migrating and localising European content), before going on to dominate an eclectic range of emerging markets.
Now a fully-fledged international powerhouse – with a reach that extends from Asia and Africa, and on to CIS-facing territories, Europe (including its new tech-hub in Malaga, Spain; and offices in Malta) and Latin America – QTech Games has never lost sight of its simple mission statement: find the best online games in the world and distribute them to operators and players on a worldwide stage with the latest technology and a customer-centric focus.
Mobile-first content remains the central focus of the company, whose success and technical prowess are founded on a fully-owned and customised technical platform that delivers suppliers and operators the fastest, most seamless integration on the market. Through this platform, which has bolstered its global status as a definitive one-stop gaming shop (QTech ONE™), clients enjoy the best performance and customer support available, localised to every region across both emerging and more mature markets. QTech Games’ array of new tools and campaigns are constantly updated with premium content that ensures the best offering in the market.
Innovation has been another watchword at QTech Games, showcasing its commitment to corralling the most innovative tools with which to enhance player engagement. After launching a unique crypto-to-game currency feature, a series of network progressive jackpots and even multi-supplier crash-game tournaments, QTech is now even reimagining the retail environment with QTech Hybrid, a product which finally joins up the retail and digital-mobile experience by providing a retail solution that can be effortlessly transferred to mobile in any emerging market, enabling the customer to continue playing after leaving the retail environment.
This long list of advances, coupled to relentless company growth, has accordingly seen QTech Games scoop a host of accolades in recent history – from Best Innovation (SBWA+ Awards) and Best Online Casino Supplier (SBEA+ Awards) for West and East Africa in 2025, and Asia and the Philippines (SPiCE) in 2024/2025, to Most Innovative Partner at the 2025 Africa Gaming Expo, and an EGR B2B Highly Commended nod for Best Aggregator Platform, with further shortlistings at multiple Global Gaming and SBC Awards.
Philip Doftvik, QTech Games’ CEO, said: “Naturally, this 10th anniversary offers a perfect opportunity to reflect on and celebrate where we’ve come from, thanks to our ever-growing and always-diligent team, stewarded by a firm vision of future growth. However, it’s also a timely moment to define our course for the next 10 years and beyond. We’ve always been in it for the long run, with a dedication to our clients success that is founded on the energy of our company culture and breakthrough tech-stack. Just take our game lobby, QTech Play, which became a sectoral forerunner for state-of-the-art, AI-powered personalization and recommendation way back in 2018.
“We have more work ahead of us, of course, unlocking more untapped markets for diversified growth from all our regions. However, we have a special focus now on Africa and Latin America. I’m also excited about the launch of the QTech Hybrid and firmly believe we have a very interesting future ahead!”
The post QTech Games celebrates its 10-year anniversary appeared first on European Gaming Industry News.
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