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GAME launches ‘Never Grow Up!’ campaign in collaboration with The Specialist Works and What’s Possible Creative Studio

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GAME has partnered with independent media agency, The Specialist Works, and What’s Possible Creative Studio to launch its latest campaign, encouraging audiences to embrace their silly and “Never Grow Up!”.

Previously known for its wide range of games and consoles, GAME is expanding its offering to also include toys, board games, tech, collectables, and more, reflecting the brand’s new vision to become the go-to place for fun activities for the whole family.

Behind the creative production, What’s Possible Creative Studio has captured the simple pleasure of turning everyday tasks into amusing pastimes in three different brand films.  Featuring a multi-generational cast, the films show families and friends basking in the joy of taking every opportunity to have a bit of fun.

Planning the media strategy, The Specialist Works will maximise peak seasonal opportunities by using the strongest channels for GAME’s target audience. These include linear, BVOD, digital and social, according to insight from GAME’s own customer base and TGI.

The campaign launches just in time to capture the early Christmas shoppers, and targets everyone from 18-year-old gamers to 75+ grandparents, showing that there is no age limit on having a good time.

Rolling out in different stages, the first 30 second spots will debut on BVOD on the 4th of November, with the 60 second spots launching on linear TV the 1st of December. The campaign will run through to the Christmas eve.

Social and digital activations will also span YouTube, TikTok and social media.

James Nudds, Senior Marketing Operations Manager at GAME, said “In the current state of the world, we all could use a bit of play right now. By expanding our offering, we hope to bring even more fun to the masses. It has been incredibly insightful working with What’s Possible Creative Studio and The Specialist Works to supercharge our brand, and I look forward to seeing the campaign live on the screen.”

Pete Kemp, Managing Partner at The Specialist Works, said “It’s been brilliant collaborating with GAME and What’s Possible Creative Studio on this fun campaign. GAME is an exciting brand at a pivotal stage in their evolution, and they understand the importance of a robust media strategy to reach a large, diverse audience. We look forward to following their brand journey and future work together.”

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2025 USA TODAY Top Workplaces USA Award

AGS Wins 2025 USA TODAY Top Workplaces USA Award

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AGS has announced that it has been named a 2025 USA TODAY Top Workplaces USA Award winner. Recognized for its commitment to fostering an exceptional, people-first culture, AGS ranked in the Top 28% of companies in the 500-999 employee category, placing the company in the Top 100 of companies in this size category across America.

The USA TODAY Top Workplaces USA Award is a prestigious honor that recognizes organizations for their commitment to creating outstanding workplace environments that prioritize employee engagement and satisfaction. AGS’ strong performance in this year’s awards is based on authentic employee feedback gathered through a confidential survey conducted by a third-party, HR research and technology company.

“We’re really proud to be recognized as a Top Workplace. What makes this award so meaningful is that it comes from feedback directly from our employees across all of our U.S. offices. It shows the commitment, passion, energy and teamwork they bring every day. At AGS, we’re all about creating a culture where people can thrive, grow, and be themselves—and this award just proves that we’re doing something right. I couldn’t be prouder of the team we’ve built and the culture we’ve created together,” said David Lopez, CEO of AGS.

The 2025 USA TODAY Top Workplaces USA Award adds to AGS’ impressive list of accolades, including being recognized as a Top Workplace in 2024 for Oklahoma, Las Vegas, and Atlanta, as well as earning the prestigious Best and Brightest Companies to Work For 2024 award both nationally and in Atlanta.

AGS’ dedication to its people-first culture is reflected in its ongoing focus on employee engagement, professional development opportunities, competitive benefits, and work-life balance. These efforts have helped AGS create an environment where employees are motivated and empowered to perform at their best.

The post AGS Wins 2025 USA TODAY Top Workplaces USA Award appeared first on Gaming and Gambling Industry in the Americas.

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BCLC Launches “What’s played here stays here” Campaign

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BCLC’s new “What’s played here stays here” campaign is issuing an important reminder to British Columbians who choose to gamble – specifically that all net profit its operations generate stays in B.C. to help fund critical services like education, health care and community programs.

The campaign also reinforces that all other gambling websites operating in B.C. are illegal and take away funds from critical community programs and services.

“Across B.C. and Canada, we’ve seen incredible groundswell around the importance of buying and supporting local, and that’s no different for British Columbians who choose gambling for their entertainment. We want our B.C. players to know they can find a world-class gambling experience in their own backyard, whether it’s at one of our 33 casinos, 3,400 lottery retailers, or online at PlayNow.com, and that the proceeds from their play with BCLC make a positive impact at home in their community,” Pat Davis, President and CEO of BCLC, said.

Along with illegal online gambling websites, BCLC also competes with Washington State and Las Vegas casinos, all of which aggressively market to B.C. residents.

“BCLC continues to raise awareness that these gambling options do not support B.C.’s economy and take away funds from vital provincial and community-based programs and services. In a time when British Columbians are standing united, we want to reinforce that playing together with BCLC helps make B.C. even better,” Pat Davis added.

The post BCLC Launches “What’s played here stays here” Campaign appeared first on Gaming and Gambling Industry in the Americas.

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AGS

AGS – Pioneering the future of omni-channel gaming

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Zoe Ebling, VP of Interactive at AGS

In today’s rapidly evolving gaming landscape, the potential to deliver entertaining experiences across both digital and physical platforms has become a real advantage, especially in markets where land-based still reigns supreme. Suppliers that operate both in the land-based and online sphere, have a real competitive edge. This is something that AGS has recognised and therefore positioned itself at the forefront of omni-channel gaming. By combining the best of both worlds, innovative online offerings with the proven success of land-based gaming, AGS is setting new industry benchmarks that many competitors have yet to achieve.

Unique capability

Omni-channel gaming isn’t a one-size-fits-all solution. It requires a specialized approach that bridges the gap between online players and brick-and-mortar players in environments where both exist. AGS’s strategy is built on the understanding that while many suppliers excel in either digital or land-based sectors, very few can successfully merge the two.

Having a portfolio that spans both realms allows suppliers to blend time-tested content with innovative digital features, resulting in a richer, more dynamic experience that drives player loyalty and boosts in-game engagement.

Traditional gaming floors have long been a cornerstone of player engagement, and AGS has built on this foundation by adapting its best-selling titles for the digital space. This approach is working particularly well in North America, where players are often already familiar with the games offered on the casino floors, and appreciate a similar experience on their digital devices. But the portfolio is also performing well in mature European markets where video slots are more prominent, highlighting the appeal that the flair of Vegas has around the globe.

Merging innovation with expertise

At the heart of AGS’s omni-channel evolution is its forward-thinking interactive studio. Operating as a distinct entity while enjoying robust support from the broader AGS infrastructure, the interactive team embodies the agile startup mentality that fuels rapid innovation.

This dedicated division has been instrumental in orchestrating coordinated efforts between online and land-based teams to deliver integrated solutions. One such example is the first-of-its-kind simultaneous launch of its Rakin’ Bacon Odyssey® game at Caesars Atlantic City and Caesars Palace Online Casino in 2024. This pioneering move has been followed by additional omni-channel event opportunities with other operators, underscoring the appeal and strength of having games live in both verticals at the same time.

Through regular cross-departmental collaboration, the studio has now refined processes that allow for synchronised development timelines and optimised game placement strategies, ensuring that every launch not only meets but exceeds player expectations.

Shaping the future of gaming

The success of AGS’s omni-channel initiatives is more than just a series of isolated achievements, it signals a broader shift in the industry. As player preferences evolve and technology continues to advance, the integration of online and physical gaming experiences will become an increasingly important tool for operators and suppliers alike.

Despite hundreds of new online games being launched every week, many with innovative mechanics and features, there is still great value in the more traditional content offered on casino floors.

A large demographic of online players prefer this type of content, cementing the opportunities presented for land-based suppliers to venture into the digital realm, by bringing their proven classics to online casinos.

Although it still has its challenges, the expertise, time and resources invested into developing a game for cabinets indicates that the supplier really believes in the content and porting it online should be a natural part of that process.

For game developers operating in both the online and land-based spheres, the advantages are significant. This dual-market approach not only offers a competitive edge over online-only studios, but also ensures that titles originally popular in casinos continue to dominate the slot rankings for years to come.

 

The post AGS – Pioneering the future of omni-channel gaming appeared first on Gaming and Gambling Industry in the Americas.

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