Responsible business in iGaming goes beyond commercial performance. It can also mean using industry partnerships to support meaningful social initiatives and building systems that put player wellbeing at the center of the gaming experience.
This approach connects Makeberry and WinSpirit, two companies working in different areas of the iGaming ecosystem. They collaborate commercially and also support a social cause together.
Founded in 2021, Makeberry is a performance ecosystem focused on affiliates and advertisers in the iGaming industry. The company works across affiliate marketing, media buying, analytics, and technology, combining these capabilities to support long-term partnerships and measurable performance.
Makeberry operates as a direct advertiser for WinSpirit, an online gaming brand offering casino games and sports betting. Alongside its gaming experience, WinSpirit has developed its responsible gaming (RG) approach by combining technology, player research, education, team training, and external partnerships.
The relationship between Makeberry and WinSpirit recently extended beyond their commercial collaboration to include a joint contribution to AskGamblers Charity Night 2026. Together with its partners, the initiative raised 137 000 EUR on Jun 10, 2026.
The contribution represents a shared commitment to social responsibility. Makeberry reinforces its position as an iGaming performance ecosystem and direct advertising partner, while WinSpirit continues to develop responsible gaming initiatives across its product and operations.
For WinSpirit, social responsibility aligns with a broader objective: helping players practice responsible gaming through practical tools, clear communication, and accessible support. The company treats responsible gaming as an ongoing operational system rather than a formal requirement.
Technology plays a central role. WinSpirit uses AI-based behavioral monitoring together with keyword detection to identify relevant player signals. Its AI-supported customer service operation assists with more than 50 000 inquiries per month, with over half handled automatically. The aim is to combine scalable technology with player-facing support while giving the team tools to identify situations that may require additional attention.
Research is another part of this approach. A WinSpirit study of 800 players found that 63% understood the purpose of responsible gaming, while 46% found RG tools easy to activate. The research also identified email as the most effective channel for responsible gaming information, with 56% of respondents choosing it. These findings help WinSpirit understand not only whether RG tools are available but also how players perceive, understand, and access them.
WinSpirit’s approach also includes education, industry cooperation, and team development. The brand has partnered with the Digital Wellness Center and regularly provides responsible gaming training for its support team.
Its SmartPlay initiative with Casino Guru reached more than 10 000 players and generated 53% engagement. The initiative also contributed to a 12% increase in RG-related inquiries and received support from more than 20 publications. Together, these activities reflect an approach that supports responsible gaming at several levels—through technology, research, player education, trained teams, and cooperation with external organizations.
The collaboration between Makeberry and WinSpirit shows how an established industry partnership can go beyond business performance and contribute to meaningful social initiatives — turning shared values into practical action.