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Playmaker Capital Further Solidifies Position as Leading Media Partner for Women’s Football in Latin America

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Playmaker Capital, the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands, announced that its owned and operated media business, Futbol Sites, has been named a media partner of Chilean women’s football tournament, the National Women’s Championship 2023, and streaming partner for professional football teams, Colo Colo and Universidad de Chile. Futbol Sites’ Chile-based media property, Redgol, will lead the partnerships and livestream productions.

Redgol operates the most-visited sports website in Chile as well as a growing YouTube channel and social media network. As part of its collaboration with the National Women’s Championship 2023, Redgol has leveraged its YouTube channel to deliver football fans livestreams of select tournament matches, and provide in-game and post-game analysis. On 23 April 2023, Redgol livestreamed the much anticipated “Classic” match between Universidad de Chile and Colo Colo, the reigning Women’s Football Champions, which generated more than 75,000 YouTube views.

Redgol has taken a leadership role in the advocacy and promotion of women’s sports in Chile. Redgol Fem is a portal dedicated exclusively to the coverage and amplification of women’s sports, and is active across web and social media platforms. Redgol also recently launched female focused podcast series, Red Women, in partnership with Women4Sport, a mobile app enabling women to showcase their athletic talent, to follow and capture the personal journeys of female athletes in Chile. In December 2021, Redgol Fem was invited by Estivaliz Monroy to be part of the FutFem Awards, an annual ceremony that recognizes and celebrates the top female football players in Chile. The 2022 FutFem Awards were streamed through Redgol’s YouTube channel, and the event attracted key sponsors Latam Airlines, Unimarc, Caja de Compensaciones Los Andes, Easy, Cristal, PF, Milled and Redbull, and drew an attendance of over 300 guests.

“At Futbol Sites we’re very proud to contribute to the evolution of women’s sports. We have strong conviction that by giving visibility to additional disciplines, new sponsors and brand partnerships will emerge to support female athletes, elevate competition, and improve playing conditions. As a media partner, we have a great responsibility to showcase these developments,” said Paulina Agüero, Futbol Sites Country Manager, Chile.

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BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

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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.

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Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

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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.

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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.”

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Hasbro Strikes New Multi-Year Casino Licensing Partnerships

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Hasbro, a leading games, IP, and toy company, announced a new slate of multi-year licensing partnerships aimed at transforming and expanding its most popular brands across the casino category. After a comprehensive review and market evaluation, Hasbro has selected Aristocrat Technologies, Evolution, Galaxy Gaming, and Bally’s as its newest partners in casino licensing. The new partners join existing licensee Sciplay.

The announcement underscores Hasbro’s “Playing to Win” strategy, revealed in February 2025, which focuses on innovation, partnerships, and bringing beloved brands to life across more formats than ever.

“We’re all about play—and that means meeting our fans wherever they are, from the game table to the casino floor. These visionary new partners have the expertise and imagination to reimagine our brands in bold, exciting ways for adult audiences,” said Claire Hunter Gregson, Director of Gaming Relationships.

Hasbro has a nearly 30-year history of licensing its age-appropriate IP to the gambling sector. With this new lineup of partners, the company is expanding access to entertainment experiences that reimagine its brands for a growing base of adult fans and gamers.

Following is the list of partners:

• Aristocrat Technologies – B2B manufacturer land-based slot machines (MONOPOLY)

• Evolution – B2B developer for online slots and live casino (MONOPOLY, Hasbro Games)

• Galaxy Gaming – B2B developer and manufacturer for casino table games (MONOPOLY, YAHTZEE, BATTLESHIP)

• Bally’s – B2C Online casino operator (MONOPOLY)

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With new titles launching in January 2026, adult fans will see some of Hasbro’s beloved brands integrated into new and existing casino formats, including land-based gaming slots, online gaming slots, casino table games, and online casinos.

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