Make-A-Wish® International, the world’s leading wish-granting organization, has announced the launch of its Infinite Wishes Initiative, a global programme aimed at uniting the video games industry to help grant life-changing wishes for children living with critical illnesses.

Launched in response to a dramatic rise in gaming-related wishes – ranging from building custom PCs to meeting developers or creating custom skins – Infinite Wishes provides a flexible, inclusive framework for the industry to make a meaningful impact, no matter an organization’s size or budget. With tiered partnership levels and non-financial participation options, companies can get involved in ways that align with their goals and resources.

April Stallings, Charitable Gaming and Creators Community Manager at Make-A-Wish International, commented:

“Infinite Wishes is about creating pathways for the games industry to do great things, whether that’s funding wishes, hosting a livestream, or simply sparking a new idea for impact. We know how passionate and talented this community is. This initiative is about giving teams a purpose-driven outlet to rally around – one that lifts spirits, sparks creativity, and changes lives.”

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To help shape and guide the programme, Make-A-Wish International has assembled a Games Industry Advisory Committee made up of leaders and experts across the sector. Going into its second year, the committee includes representatives from Square Enix, Bethesda, Bandai Namco Entertainment, Raccoon Logic, 2K, Deviant Legal, Modoyo, Stream for a Cause, and Dames4Games.

Wouter Van Vugt, EMEA Communications & Community Engagement Senior Director at Bandai Namco Entertainment Europe and Chair of the Make-A-Wish Games Industry Advisory Committee, added:

“There’s never been a better time for the games industry to show its heart. Through Infinite Wishes, our industry has the opportunity to channel our collective goodwill and reach into something that delivers lasting, real-world impact for children who need it most. The opportunity to help fulfil a child’s wish is one of the most powerful things we can offer.”

Since 1980, Make-A-Wish has granted over 615,000 wishes globally. In 2024 alone, the international network granted more than 16,000 wishes, with gaming playing a growing role in the wish journey of many children. The Infinite Wishes initiative reflects Make-A-Wish International’s commitment to expanding its impact through new and innovative partnerships with the gaming community.

Inaugural members of the Infinite Wishes Initiative include Raptor PR and PlaySafe ID.

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Boomerang Partners, a rapidly growing affiliate gambling and betting marketing agency, was shortlisted for the SBC – Affiliate Leaders AWARDS 2025. It is a celebration honouring the visionaries of the iGaming affiliate and operator communities. The winners will be determined through voting, which is open until August 21.

Boomerang is aiming to win in the following categories:

• Affiliate & Digital Marketing Campaign of the Year – Boomerang Partners
• Affiliate Marketing Manager of the Year – Darina Sharban, Boomerang’s affiliate team lead
• Affiliate Programme of the Year – Large – Boomerang Partners
• Best Affiliate Program – Boomerang Partners
• Social Media Campaign of the Year – Boomerang Partners
• Affiliate Leader of the Year

The inclusion of Boomerang in the shortlist for six categories is a testament to the company’s notable achievements in the affiliate marketing industry from 2024 to 2025.

In 2024-2025, Boomerang achieved:

• x5 increase in profit in the online betting segment
• x2 increase in the online gambling segment revenue
• +120% growth in the number of partners
• +194% growth in sports traffic
• 6-fold increase in the number of online sports betting offers
• +6 new products added to the portfolio (now totaling over 17)
• 1.5-fold increase in the number of product users

Furthermore, in 2025, Boomerang celebrated the first year of its strategic partnership with AC Milan and hosted the second season of its annual Golden Boomerang Awards tournament. This event saw the participation of over 400 affiliate teams from around the world, who had the opportunity to showcase their expertise and gain global recognition. The award ceremony took place in May 2025 at the legendary San Siro Stadium in Milan, where awards were presented in 11 categories. It was accompanied by a networking event and a charity auction.

Support Boomerang Partners and Darina Sharban by voting on the Affiliate Leaders Awards website until August 21. The winners will be announced on September 17 at Lisbon’s iconic MEO Arena.

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About Boomerang

Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang 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. Boomerang launched six new products in 2024, contributing to a nearly 1.5-fold increase in product users.

Boomerang’s portfolio contains 17+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.