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‘Making a positive difference’: YGAM undergraduate apprentice, Nadia Tarik, reflects on a year studying and working for social change

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In 2019 23-year old Nadia Tarik made history when she was among the first students to participate in the ground-breaking apprenticeship degree course in Social Change at Queen Mary University of London.  Thanks to pioneering sponsorship from Caesars Entertainment EMEA, Nadia has been able to combine a four year degree course with her work as a Development Officer at YGAM, the UK charity that works to inform, educate and safeguard young people against gambling and gaming related harms.  Nadia reflects on her first year of studying and working.

 

The Social Change degree course attracted six times more applicants per place than Oxford University – can you explain the challenges of being accepted onto the course and what was the interview process like?

Being the first degree of its kind meant that there was very high demand for places. The recruitment process was extremely challenging and detailed to ensure that recruiters were selecting candidates that would make the most of the opportunity as well as identify those with the capabilities to impact social change. The academic requirements were very high with three As at A level in order to ensure that applicants would be academically capable of completing the course and understanding the set modules.  I had to present a detailed explanation as to why I should be accepted, what I would bring to the programme and my future goals. We then had a group based interview, followed by a 2:1 interview in which I was asked multiple questions regarding my application and a full explanation of my career and work history. After several phone interviews with recruiters, I met YGAM CEO Lee Willows and Mike Wojcik the Chair of Trustees and then completed a final round interview with the CEO after which I was offered the position.

Can you describe what your post at YGAM entails and what the challenges are?

The Development Officer Apprentice role involves frequent rotations across disciplines including marketing, education and fundraising. The diversity of the apprenticeship programme has, I think, put me in an extremely favourable position with regards to the development of my career that I would not have been exposed to if I had chosen a more traditional route. The accessibility of technology resources has enabled organisations of all sizes to become digitally focused. Regarding the current pandemic crisis, many firms have had to redesign their business plan and create a virtual presence.  The introduction of YGAM’s Webinars has allowed me to develop an understanding of numerous programmes such as Salesforce and WordPress. I am now able to utilise my knowledge and incorporate the software on a day to day basis, building my IT literacy and enabling me to contribute to projects such as the design of YGAM’s virtual resources and registrations. This year we’ve introduced Parental Engagement educational resources, allowing me to be part of the development of a new service right from the very start. I have particularly enjoyed working with the team to design surveys for our focus groups and I have now been given the task to create interactive animations for our new educational materials.

In many ways YGAM has been ahead of the curve, as even prior to the pandemic it has operated a remote working environment with employees spread all across the UK. Working remotely at such an early stage in my career has been a definite plus enabling me to experience the challenges of goal-setting, motivation and discipline that are so important whilst working independently.

A lot of people are put off further education due to the fear of accumulating student debt – does the apprenticeship help in that respect?

Yes, student debt is a big deterrent for many individuals especially those from challenging backgrounds. An apprenticeship programme is highly beneficial for those struggling with the decision to undertake a degree or to earn a full salary as it provides the benefits of both options. I am of course extremely grateful for the support provided by Caesars in this respect. The apprenticeship programme eliminates financial constraints by providing free intuition, the standard living wage salary or above as well as any resources required for the course. There is a big misperception that those operating in the third sector/not-for-profit do not become financially successful. The Social Change degree apprenticeship programme provides the training, resources, networks and knowledge to ensure you are on the right path to achieve personal and career goals.

Can you explain how the course operates and the split between working at YGAM and studying at Queen Mary University?

The Chartered Degree Apprenticeship in Business Management (Social Change) is a four-year programme. After completion, apprentices gain a Business Management (Social change) BSc Degree as well as a Chartered Management qualification. During university term time we operate with two full days of education and three full days of working with our employer. Outside university term time I work full time, five days a week at YGAM. Throughout the four-year programme the apprentices are required to create a portfolio which examines how we have met the KPIs for our Chartered Management qualification. Thus, challenging us to translate the skills and experiences from our workplace with the theory taught in our modules. In our final year we will undergo a six-month work project where we take on the role as project manager to showcase our skill sets and finally present it to a panel for grading.

What modules do you study at Queen Mary?

It is a really comprehensive course covering marketing, the law, accounting, leadership, ethics, governance, social responsibility, fundraising management, mentoring and coaching.  The course is varied and provides opportunities to deep dive into specialist interests.

 

Is it difficult combining work and education?

It can be demanding, especially during exam periods. Communication is very important, I have found that being able to liaise with fellow apprentices on my course extremely beneficial. Moreover, having open communication with my line manager relieved any stress I may have had. Management is very understanding and flexible with our work demands during assessment periods.

Can you provide some background – did you go to school in London and do you live in London?

I was born and raised in the London Borough of Bromley whilst living in a traditional Moroccan household.  Growing up I spent a lot of time abroad in Holland and Morocco visiting family for extended periods of time. In terms of education I always studied in my local area so I was excited to attend Queen Mary’s University which is situated in the heart of East London. I love the fact that I can now explore a new area of London and experience a whole fresh wave of cultures.

Reflecting on your first academic year as an undergraduate apprentice – what have been the high points?

There have been a lot of high points, not least featuring in an article which was published in The Guardian newspaper which I think demonstrates how ground-breaking and different this course is. The ability to get hands-on experience in a real and relevant work environment, being able to participate in important initiatives and to contribute to the objectives and goals of YGAM are all really significant take outs from my first year. Currently I am part of a team developing interactive animations for our Parental Engagement resources – this is a new and exciting opportunity that allows me to hone into my creativity. It’s been a hugely exciting year of growth and impact at YGAM and I’m proud to be part of it.

If you hadn’t succeeded in being accepted on the apprenticeship degree course what do you think you would be doing?

My lifelong ambition has been to dedicate my career to the third sector. Equally, I am fascinated by the world of business so I think I would have followed a traditional business-related degree, whilst continuing to volunteer until I was able to merge both passions. I feel fully motivated and grateful to YGAM, Queen Mary and Caesars knowing that I  am working for an organisation that is making a positive difference and impacting social change – which is exactly what I want to achieve in my career.

 

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

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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.

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Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating

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“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.

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

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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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