May was defined by the NEXT.io Valletta event (27–28 May) and the associated wingwalking video campaign, which drove the highest single-post impressions of the month at 1,210 organic plus 1,426 paid. The Campaign Dashboard product launch (10.8% ER) and Mad Badger Studio partnership (9.5% ER) were the strongest organic performers. Overall organic impressions were lower than April, which benefited from the viral "Players aren't interested in missions" post (2,562 impressions). Leadership activity was led by Alexis Wicén's wingwalking repost with 17 external reactions.
| Date | Post | Type | Impressions | Reach | Likes | Clicks | ER % |
|---|---|---|---|---|---|---|---|
| 5 May 2026 | Wing-walking over Valletta — meet the team at NEXT.io | Video / Campaign | 1,210 | 348 | 16 | 42 | 5.3% |
| 8 May 2026 | Alexis at SBC Malta — casino vs. sports gamification recap | Article Share | 328 | 191 | 3 | 6 | 2.7% |
| 14 May 2026 | May newsletter — gamification in sports betting | Newsletter | 293 | 208 | 8 | 3 | 4.1% |
| 15 May 2026 | Mad Badger Studio partnership announcement | Partnership | 296 | 207 | 14 | 13 | 9.5% |
| 18 May 2026 | Introducing the Unibo Campaign Dashboard | Product Launch | 213 | 137 | 9 | 12 | 10.8% |
| 21 May 2026 | NEXT.io Valletta is almost here — meet the team | Event | 95 | 65 | 8 | 5 | 13.7% |
| Name | Role | Company | # |
|---|---|---|---|
| Heikki Koivula | Regulatory, Compliance & iGaming | — | 4 |
| Mark George A. | Director and COO | AMG Platform | 3 |
| Wayne Fisher | Managing Director | Mad Badger Studio | 3 |
| Valentin Gehring | Betting, Gaming & Digital Businesses | — | 3 |
| Adrian S | Good Energy Only. | — | 3 |
| Adrian Schembri | Director & CEO | AMGPlatform | 2 |
| Kasia Nietubyć | iGaming Podcast Producer | — | 2 |
| Carolina Estrada | Head of Operators — B2B | — | 2 |
| Oskar Ehn | Senior Affiliate Manager | — | 2 |
The wingwalking video, promoted ahead of NEXT.io Valletta, reached 902 unique accounts at a cost of $100.00 over 10 days. The campaign generated 42 engagements at a 2.95% CTR, significantly outperforming typical awareness campaign benchmarks in iGaming. The organic post received an additional 1,210 impressions from the company page.
| Campaign | Period | Spend | Impressions | Reach | Engagements | CTR |
|---|---|---|---|---|---|---|
| Wingwalking NEXT.io 10days - 060526 | 6–15 May 2026 | $100.00 | 1,426 | 902 | 42 | 2.95% |
| Company | Impressions | % of Total | View Rate | Completion Rate |
|---|---|---|---|---|
| SBC Advisory Partners | 38 | 2.66% | 65.79% | 76.32% |
| PlayOJO | 24 | 1.68% | 100% | 100% |
| Playson | 20 | 1.40% | — | 90% |
| Evolution | 17 | 1.19% | 35.29% | — |
| bet365 | 16 | 1.12% | 68.75% | 50% |
| FDJ UNITED | 15 | 1.05% | 26.67% | — |
| Betsson Group | 13 | 0.91% | 30.77% | — |
| LeoVegas | 12 | 0.84% | 33.33% | — |
| LCKY Group | 9 | 0.63% | — | — |
| Better Change (Gibraltar) Ltd | 9 | 0.63% | 33.33% | — |
| FEG | 8 | 0.56% | — | — |
| iGP | 8 | 0.56% | — | — |
| EveryMatrix | 8 | 0.56% | 37.5% | — |
| Szkoła Podstawowa | 7 | 0.49% | 100% | 100% |
| Veikkaus | 7 | 0.49% | — | — |
| BrainRocket | 7 | 0.49% | — | — |
| Casinos Grup Peralada | 7 | 0.49% | 57.14% | 57.14% |
| Name | Role | Company |
|---|---|---|
| Pauline Guerreiro | Regional Sales Manager | Gamanza Group AG |
| Bianco Dulcie | Business Development Manager | Lidion Bank Plc |
| Neil Burge | Customer Research | — |
| Vlad-Ştefan Gheorghe | Co-Founder | vreauleaduri / fișegrădi |
| Magdalena Fagerlind | Education Manager | NBI/Handelsakademin |
| José Luis Merino Fernández | Digital Marketing Specialist | — |
| Vincent Penard | Project Manager | — |
| Adrian L M. | Founder | — |
| Burhan Karakus | Video Content Lead | Revpanda Group |
| Nikolina Kovacevic | Accountant | — |
| Name | Role | Company |
|---|---|---|
| Bianco Dulcie | Business Development Manager | Lidion Bank Plc |
| Neil Burge | Customer Research | — |
| Vincent Penard | Project Manager | — |
| José Luis Merino Fernández | Digital Marketing | iGaming & Media |
| Adrian L M. | Founder | — |
| Louise Gauci | Reservations Agent | — |
| Date | Post | Reactions | Comments |
|---|---|---|---|
| 5 May 2026 | See you in Valletta! — wingwalking repost | 17 | 4 |
| Date | Post | Reactions | Comments |
|---|---|---|---|
| 5 May 2026 | Repost — Unibo at NEXT Valletta wingwalking video | 0 | 1 |
| 5 May 2026 | "Level up to gamification" — paid LinkedIn ad | 0 | 1 |
| Date | Post | Reactions | Comments |
|---|---|---|---|
| 18 May 2026 | Repost — Unibo Campaign Dashboard launch | 0 | 0 |