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QTech Games bolsters its offering with SA Gaming integration

Emerging-markets leader extends its premier portfolio with more top content from an established force in live casino
QTech Games, the number-one games distributor across all emerging markets, has announced its latest premium partnership with multi-award-winning live casino supplier, SA Gaming.
Under the terms of the new agreement, SA Gaming’s entire portfolio has been integrated for QTech Games clients and their players, providing another cutting edge to a powerhouse platform recognised for bringing the finest online games to market across developing territories.
SA Gaming is a leading online entertainment platform provider in Asia. As a winner of the APAC-Focused Technology Supplier of the Year at the International Gaming Awards and Best B2B Digital Platform at the SPiCE Awards, its efforts and recent achievements are recognised across the gaming sector.
By deploying state-of-the-art technology and local expertise, SA Gaming offers a full spectrum of live games – from timeless classics like Baccarat to Indian favourite Andar Bahar or Southeast Asia’s Pok Deng, alongside the recently launched Sexy Hall (a smash-hit beachside studio with a strong South American vibe). Each product has been developed by industry experts and is backed up by well-regarded support services. Accordingly, these games now all form part of the progressive portfolio made available to QTech Games, its partners and the culturally-diverse appetites of their myriad players.
Integrating this thriving production line consolidates QTech Games’ wide range of gaming verticals, providing a definitive one-stop shop that has quickly become the “go-to” solution for worldwide operators across developing territories. SA Gaming’s premium quality content suite, featuring these immersive iterations of classic table games, now sits neatly alongside other cutting-edge live studios, such as Evolution and Ezugi, giving QTech Games partners and their players an unrivalled choice for live casino.
The deal organically broadens SA Gaming’s global footprint, broadening its scope of growth markets for accelerated expansion. As the number-one distributor for emerging markets over the past few years, QTech’s platform is localised for each region with native mobile apps, robust reporting and marketing tools, and 24/7 local-language support.
Daniel Long, CCO at QTech Games, said: “We’re excited to be teaming up with SA Gaming, whose team has has managed to build a strong fan-base in Asia and are moving on to conquer previously untapped markets in Europe and LatAm.
“Wherever you set your scene in this ever-changing landscape, our platform champions a mobile-first mantra, packed with all the best localised games that cater to varied cultural tastes. By way of simple example, if you don’t offer the fish game in China, there’s no chance of becoming successful. And it’s a similar story with the Andar Bahar in India or Pok Deng in Southeast Asia. SA Gaming understand the demand for regional specificity throughout Asia and beyond.
“We’re thrilled about this partnership. They represent another award-winning supplier which offers fast-paced games for fast-growing markets. With their sought-after Sexy Hall studio – alongside in-demand Andar Bahar, Baccarat and Pok Deng titles – we’re sure to boost our strong portfolio of partners across untapped territories like India.”
Osman Walker, Chief Strategy Officer at SA Gaming, added: “This deal significantly broadens SA Gaming’s international influence, opening up ‘margin’ markets from Eastern Europe and Latin America for diversified growth.
“We’re progressively working to extend our already considerable reach, which will also involve establishing ourselves in Europe and CIS-facing territories. QTech’s broad spread of emerging-markets access means we can achieve this with dexterity while also bolstering our existing Asia-facing audience.
“We have assembled some of the best professionals in the industry, created many popular products, and provided outstanding services, as evidenced by these above accolades. The global transition towards mobile gaming is only strengthening as the main source of players and revenue streams. So, to keep up with this fast-growing market, we’ve fine-tuned our development process. In short, our UIs have been re-engineered to make sure mobile users can enjoy the best gaming experience available on mobile devices.
“Together, we can continue to raise the bar and shape a localised experience for global players amid varied cultures. We can’t wait to witness how these games perform across a range of untapped markets which, in some instances, break new ground for SA Gaming.”
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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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