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Paf employees donated €125,000

Published

12 months ago

December 19, 2024

Reading Time: 3 minutes

The Nordic gaming company Paf decided to give all employees the opportunity to donate €125,000 to various good causes, initiatives and projects. The causes were selected through a nomination and voting process by the employees.

All Paf employees were given the opportunity to nominate their own initiatives that they felt were worthy of Paf’s €125,000 donation. Once the nomination process was complete, employees were asked to vote for the initiatives, and it was the employees’ votes that determined which initiatives received the donation and how much of the sum was allocated to each project.

“It’s really important that everyone who works at Paf feels that our core mission is different and that it’s well worth working for. That’s why we wanted to involve the employees and give everyone a direct opportunity to determine the distribution of the donation,” says Paf’s CEO Christer Fahlstedt.

Paf’s basic purpose is to generate funds for the benefit of society. The annual profit is used as Paf funds for social, environmental, youth, sports and cultural purposes, among others.

Second year in a row

This is the second year in a row that Paf employees have been able to donate a sum of money to various good causes. Last year employees donated €100,000 and this year the amount was increased to €125,000.

“It was a great way to end last year and a good initiative to repeat this year. The donation is not part of Paf’s usual mission and purpose, but it reflects our overall core purpose in an excellent way,’ says Paf CEO Christer Fahlstedt.

The distribution of €125,000

When the employees gathered in December for the annual Christmas speech, the vote was taken and the result determined how the €125,000 would be distributed. The Employee vote gave causes for Ukraine the biggest donation and €40,000, followed by causes against cancer €25,000 and in third place causes for combating abuse of children €15.000.

1. €40.000 – Causes for Ukraine

2. €25.000 – Causes against cancer

3. €15.000 – Causes for combating abuse of children

4. €12.000 – Causes for Children

5. €9.000 – Causes for Animals

6. €7.000 – The Swedish Brain Foundation (Hjärnfonden)

7. €6.000 – Medical aid for Palestine

8. €5.000 – Causes for Women

9. €3.500 – Relief efforts – Spanish weather disaster

10. €2.500 – Jesuit Refugee Services Malta

Most votes – top 3

Causes for Ukraine goes to the following initiatives;

Power Up Ukraine, Swedish based, helps with energy solutions
Blågula Bilen, Swedish based, donates trucks & 4×4 vehicles with supplies
Hospitallers, based in Ukraine, Hospitallers is a volunteer organization of paramedics.
Come Back Alive, Ukraine, Demining in Ukraine
Safe & Smart, Ukraine based, Restoring hybrid and offline learning in Ukrainian schools

Causes against cancer goes to;

Barncancerfonden, Sweden, They help families and contribute to paediatric cancer research with the aim of eradicating childhood cancer
Kingitud Elu, Estonia, Estonian Association of Parents of Children with Cancer
Rintasyöpäyhdistys, Finland, Europa Donna Finland ry works to increase awareness of breast cancer and improve the quality of life for patients during and after the treatment period
Project Liv, Finland, support children with cancer and their families

Causes for combating abuse of children goes to;

Internet Watch Foundation, UK, stop child sexual abuse online
Anti-Human Trafficking Intelligence Initiative, USA based, end human trafficking and child exploitation
Missing Children Europe, protects children from going missing
ECPAT, based in Thailand, ensures children live a childhood free from sexual abuse and exploitation
La Strada International, Europe, works against human trafficking
Prajwala, India, works to end sex trafficking & sex crime
Maiti Nepal, Nepal, works for a society free from trafficking of children & women

The nomination and voting process was not open to organisations or initiatives that were already beneficiaries of Paf funds. Since 1966, Paf has distributed more than €447 million in Paf funds. In the spring of 2024, Paf was able to distribute €31.4 million for the benefit of society.

The post Paf employees donated €125,000 appeared first on European Gaming Industry News.

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LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential

Published

15 hours ago

December 11, 2025

Wladimir P.

loopme-research:-increasing-genai-adoption-paves-the-way-for-an-explosion-in-mobile-gaming-ad-potential

New research from LoopMe, the global leader in brand performance, reveals that consumers are twice as likely to use GenAI for search (x2 in the US and x2.2 in the UK), while it’s nearly three times in Australia (x2.7).

As AI redefines online behaviour, and the enormous implications this has for brand visibility and advertising, the solution may lie in mobile gaming. While the adoption of AI tools is leading to a decline in clicks and associated site traffic, the story is different in gaming. This channel is on the rise, offering a scale that encompasses all demographics, alongside engaged and receptive audiences.

LoopMe surveyed 66,819 consumers across Australia, the United Kingdom, and the United States to gauge GenAI usage. The data shows the majority are now using these tools daily or at least several times a week (US: 56%, UK: 55%, Australia: 57%). For those using tools daily, similar patterns emerge, with approximately three in ten adopters falling into this group (Australia: 27%, UK: 29%, US: 30%).

Nearly one-fifth of GenAI users across all three markets report spending less time browsing the web because of AI tools (US: 19%, UK: 20%, and Australia: 22%). Even among infrequent GenAI users, there’s a move away from traditional search, resulting in web browsing falling by 19%-50% across the markets. This shift isn’t limited to specific demographics but plays out across all age groups, indicating a move towards embracing AI and a corresponding reduction in browsing time to varying degrees.

Nearly a third of users (28% in the US and 30% in Australia and the UK) across all three countries cite ‘getting answers faster’ as the number one benefit of GenAI. This reduction in browsing time online is freeing them up for other pursuits. And one of these appears to be more time for gaming: In Australia, 18% cited that they are spending more time on mobile gaming, while in the US, it’s 19% and rising to 21% in the UK.

Again, this is a trend across all age groups and markets. While the greatest shift in the UK is seen among 18-24-year-olds, with 62% spending more time on mobile gaming rather than less, in the US it’s the 25-34-year-olds (40%). Meanwhile, for Australians, it’s the 35-44-year-old demographic (58%). However, growth is being experienced across all age bands, with all three countries seeing strong mobile gaming growth even among the 55–64-year-olds.

This growth can also be seen among infrequent GenAI users too. In the US, there is a 40% net difference between those casual GenAI users who spend more time gaming and those who spend less, rising to 55% in Australia and 71% in the UK.

When asked about streaming games, there is more preference among younger age groups. While there are country variations, the 18-24 and 25-34-year-old age groups are the heaviest users of streaming games, and these groups will likely drive its future potential.

“What the research highlights is the advertising opportunities opening for brands as gaming becomes a key route to market. This is a medium that’s being embraced by all age groups and all demographics. And it’s increasing among frequent AI users as well as more casual ones, offering brands the potential to get in front of audiences that other channels might not serve well,” commented Stephen Upstone, CEO & Founder at LoopMe.

“We’ve found that gamers are more than three times as likely to be receptive to advertising in this environment compared to the mobile web. And because audience value and the opportunities gaming offers are out of alignment with current advertising investment in the channel, this lack of competition only adds to its attractiveness. As digital advertising adjusts to this era of AI, mobile gaming is shedding its bit player role and moving centre stage, delivering scale and reach that competes with traditional broadcast channels.“

The post LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential appeared first on Gaming and Gambling Industry Newsroom.

Boomerang Partners

Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026

Published

20 hours ago

December 11, 2025

Wladimir P.

boomerang-partners-has-been-included-in-3-prestigious-industry-awards,-which-will-be-presented-in-january-2026

Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.

For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:

International Gaming Awards:

Affiliate Marketing Campaign of the Year
Charitable Community Award (Golden Boomerang Awards – Charity)

European iGaming Awards:

Charity Award (Golden Boomerang Awards – Charity)
Affiliate Company Of The Year
Best Live Event Marketing Campaign (Golden Boomerang Awards)

Global Gaming Awards – EMEA 2026:

Affiliate Program of the Year

What’s next

Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.

Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:

‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
‘Social Media Campaign of the Year’ at the SBC Awards 2025
‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025

And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.

How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. The agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.

The agency’s client portfolio contains 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.

The post Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026 appeared first on Gaming and Gambling Industry Newsroom.