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Pragmatic Play Donates Over €40,000 to Good Causes in Malta, Gibraltar and Romania in Q3 2021
Pragmatic Play, a leading content provider to the iGaming industry always strive to give back to the local communities where they are based and to recognise the immense difference that charities and non-profits make to help those in need. It is Pragmatic Play’s mission to be a proactive contributor towards society and to assist the missions of those who strive to make the world a little better each day
You can read a roundup of its latest CSR activities below.
Homeless Animal Hospital (Romania)
After a previous contribution, Pragmatic Play gave a further donation of €7,000 to the team at the Homeless Animal Hospital just outside Bucharest, Romania.
The team there does immense work in caring for and providing medical treatment to homeless animals that do not have anyone to look after them. Representatives from Pragmatic Play saw first-hand, how a small amount of love and affection goes such a long way in giving these animals a better quality of life.
ANAIS Association (Romania)
The ANAIS association was founded at the end of 2011, with its main purpose being to promote, respect and defend the rights of abused women, children, and young people.
Pragmatic Play recently donated the amount of €10,000 to this incredible association.The Anais Association’s team was so generous to offer in return for the ladies at Pragmatic Play, an information and education workshop to prevent and combat violence against women. Pragmatic Play hopes their donation can assist the ANAIS organisation in their fight both at local and national levels of government to have the rights of women prioritised.
Step Up For Parkinson’s (Malta)
Pragmatic Play was delighted to visit the Step Up For Parkinson’s team at their centre in Malta.
The team there does terrific work in raising awareness for and supporting those who suffer from the effects of Parkinson’s disease in their lives. One innovative approach the team uses is to host free specialized movement classes for sufferers of the disease. These classes involve light exercise, dance and general movement for the group, creating a feel-good factor and plenty of smiling faces in the room!
Pragmatic Play donated €5,000 to the foundation in the hope it can bring a better quality of life to all those affected by Parkinson’s in the local community.
YMCA (Malta)
Pragmatic Play recently supported the YMCA Malta, an NGO that offers shelter and other services to the homeless and socially disadvantaged community, by making a €10,000 donation.
Offering a spectrum of services to the underprivileged, including opportunities to help find work, food schemes, counselling services and so much more, YMCA Malta is at the forefront of assisting and reintegrating the homeless community in Malta.
Julian Jarvis, Pragmatic Play Chief Executive Officer, said: “The past 18 months have been a leveller for people from all walks of life, but none have suffered more than the homeless community.
“With mental health being put in sharper focus than ever before, YMCA Malta is a fitting destination for our donation, appreciated for the wide range of services they provide to disadvantaged people.”
Calpe House (Gibraltar)
Pragmatic Play teamed up within Calpe House in Gibraltar and donated £11,000 to the team there. Calpe House provide accommodation and support for patients and escorts sent to the UK under the Gibraltar Health Authority. Pragmatic’s donation will be used by Calpe House to build a dedicated business suite at their premises at 19-23 Norfolk Square, London. The business suite will allow sponsored patients and/or their escorts to have a space in which to carry out remote working whilst they are away from Gibraltar. As a digital business, enabling remote working and tech capabilities very much aligns with the values of Pragmatic Play.
Pragmatic Play currently produces up to five new slot titles a month, as well as delivering Live Casino and Bingo products through its multi-vertical offering. The company’s entire portfolio is available through a single API integration.
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Eastern Europe
Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating
“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.
On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.
“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.
A Simple Concept, a Powerful Impact
The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.
Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.
More Than Just a Run
It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.
“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.
“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”
“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”
“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.
Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.
Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.
The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.
BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.
BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”
With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.
McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.
The post BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE appeared first on Gaming and Gambling Industry in the Americas.
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.
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