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ZITRO TAKES ICE LONDON BY STORM WITH LATEST INNOVATIONS
At this year’s ICE London, Zitro unveiled its latest and greatest innovations for the European market. The event served as a stage to highlight the diverse range of game titles featured on the four cabinets of the GLARE product lineup. From the company’s reliable service and technology to its compelling suite of slot games, and through its iGaming content, Zitro demonstrated why Winning is not about luck!
“Our team was excited to showcase our new products designed to increase revenue for casino operators,” said Sebastian Salat, International President of Zitro. “As a company with a strong international presence in the European market, ICE London 2023 provided the perfect opportunity to present our latest offerings to a global audience”.
Zitro demonstrated its commitment to product development and innovation by launching a diverse range of products aimed at enhancing player engagement across casino floors. Visitors to the Zitro’s booth were able to see the new slot titles presented on the GLARE form factors: Altius Glare, Illusion Glare, Allure Glare and Fusion Glare; four separate and unique cabinets with exclusive features that guarantee an immersive gaming experience for players.
Among the new game titles on display was Mighty Hammer, a 4-level multi-game featured on Allure Glare, with 4 different game themes and 3 unique Bonus links. Boost your bet and activate the Bonus Link “Thunder” and discover the power of the Hammer for more frequent and larger prizes. Also, on display was Mega King, available for both the Allure and Fusion Glare cabinets. With this slot title, the more you bet, the bigger the jackpot you get. Mega King also includes an amazing “ENERGY BOOST” feature, which allows players get much higher hit frequency to the Bonus Jackpot.
Zitro also released Fantasy Wealth from the Seven Chests series, a 4-level multi-game progressive with 4 fantasy-inspired characters, and a brand-new Seven Chests feature. Players are transported on an exciting journey, chasing the golden chests to trigger the Giant Jackpot Wheel, which guarantees players a sure prize. This latest release from Zitro immerses players in an incredible adventure and offers an unparalleled gaming experience.
Also featured at ICE London 2023 was Fú Shòu Qí Tian, a 4-level multi-game based on oriental mythology and designed exclusively for the Altius Glare cabinet.
Colossus Fire also debuted on the Illusion Glare cabinet. This 4-level progressive multi-game includes 4 game titles, as well as up to 3 unique bonus links where it is easier than ever to win the MEGA jackpot while increasing prizes on each spin.
The company’s top performing titles, Link King and Link Me are back and better! Zitro showcased the new Boost Series featuring a new “Boost” functionality for a much higher hit frequency to the bonus jackpot. These game titles were showcased on the Fusion Glare cabinet.
And finally, the company showcased its latest offerings for the online market through its Zitro Digital division. With an extensive game library of video slots and video bingo, Zitro Digital offers in the category of “multiway” progressive the 88 Link Series with “Kokeshi Dolls”, and the newly launched Bashiba Link Series featuring “Emperor.” Additionally, Zitro Digital offers “multiline” progressives such as the Link King and Link Me Series, featuring games like “Lady Dragon”, “Kuan Kung Gold”, “Buccaneers Booty”, “Totem of Spirits”, “Sweet Tropical Fruits”, and “The Funny Lucky Children”, among others. Zitro Digital also offers standalone games and a vast collection of video bingo games.
“We are proud to have showcased the breadth and diversity of our gaming products at ICE London 2023, highlighting our ability to provide a wide range of cabinets for land-based and online casinos. The show was a wonderful opportunity to reconnect with European customers and show them all the greatest games we have developed for the market”, added Sebastian Salat, International President of Zitro.
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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
BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

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.
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.
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