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Karolina Pelc nominated for leading UK diversity award

Published

5 years ago

May 25, 2021

Reading Time: 2 minutes

Experienced igaming executive Karolina Pelc has been nominated in the Entrepreneur of Excellence category at the UK National Diversity Awards 2021.

Pelc worked in a wide range of high-profile roles at companies including LeoVegas, Betsson Group and Scientific Games before recently launching her own gaming business, SharedPlay, having successfully raised seven-figure backing from a range of investors.

This year’s National Diversity Awards ceremony will be held at Liverpool Anglican Cathedral on 4th February, 2022. The prestigious event will recognise nominees in their respective fields of diversity including age, disability, gender, race, faith, religion and sexual orientation.

Commenting on her nomination, Pelc said: “I am humbled to have been recognised in the Entrepreneur category at the National Diversity Awards.

“Throughout my career, I have sought to promote gender diversity and inclusion at every turn. As the female founder of a tech start-up, I have experienced many of the challenges that all entrepreneurs face but I was fortunate to find myself in an environment where gender needn’t be a barrier to success.

“I’d hope that is the case for other female entrepreneurs and that by being transparent about my journey from the early days, I might provide some much-needed encouragement to others. Indeed, through a variety of projects and collaborations, I have learned that embracing diversity is the key to unlocking true entrepreneurial spirit,” said Pelc.

ITV News will be working in association with the National Diversity Awards to highlight role models and community organisations on regional and national news channels.

Rachel Corp, Acting Editor, ITV News, said; “We are pleased that ITV News will once again be supporting the National Diversity Awards. ITV News remains committed to telling the stories of those who, through their work and dedication to helping others, have made a difference, enhancing equality, diversity and inclusion in our society.”

The UK’s largest diversity awards have attracted a growing list of supporters including Adam Hills, Graham Norton and Katie Piper. Sir Lenny Henry CBE, last year named Celebrity of the Year said: “Diversity to me means involving everybody without any discrimination; it means having integrated groups in society, it means fairness and total inclusion and that’s what the National Diversity Awards are about. Congratulations to everyone who has been nominated, you’re all doing a fantastic job.”

To vote for Karolina Pelc in the Entrepreneur of Excellence category at the National Diversity Awards, please visit: https://nationaldiversityawards.co.uk/nominate/32939/

Voting is now open and closes on Friday, 4th June, 2021. Shortlisted nominees will be announced shortly after this date.

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

5 hours ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

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