The gaming operator’s tech-enabled giving system reminds that corporate responsibility can scale without bureaucracy

When a woman in Montenegro called a clinic this October to book a free mammography through a gaming company’s prevention campaign, she didn’t fill out forms or wait for approval. She got an appointment date. The entire process took one phone call.

That simplicity is deliberate.

Meridianbet, operating under the publicly traded Golden Matrix Group (NASDAQ: GMGI), has spent four years building a charitable infrastructure that strips friction from giving.

The breast cancer screening program launched during Breast Cancer Awareness Month under the message “We Are With You” — offering 100 free examinations and 50 mammographies to women over 40 — demonstrates how the company deploys a system that now operates across 18 markets on three continents.

From Local Action to Global Infrastructure

The company completed 293 social responsibility actions in 2024, up from 257 in 2022. But the more revealing number is what happened inside those actions. Through a proprietary platform called Meridian Donate, Meridianbet customers can redirect portions of their activity into direct nonprofit funding. Last year, 43 campaigns ran through the system, reaching 212 organizations. That’s nearly double the 20 campaigns in 2023, when the platform covered eight markets.

The mechanism is straightforward. Customers scan a QR code or click a donation button embedded in the gaming interface. The platform routes funds to pre-vetted causes — maternity hospitals, literacy programs, basketball court renovations, environmental cleanups. No galas, no black-tie pledges, no months-long grant cycles.

Technology Meets Grassroots Execution

The company began testing the model in 2022 with 12 campaigns across six markets. Early projects included equipping maternity wards and funding youth sports programs. By 2024, the platform had expanded to 14 markets and supported work in healthcare, education, culture, and disaster relief.

One campaign tied donations to goals scored during the 2024 European Football Championship. Another linked contributions to Olympic medals won by athletes from countries where Meridianbet operates.

The Meridianbet foundation, established in 2020, now supports more than 40 healthcare facilities. In February 2025, it launched a book donation effort after an employee saw a social media post about underfunded libraries in Serbia. Within weeks, thousands of books had been collected and distributed across all 18 markets.

Employee participation is built into this structure as well. Staff identify needs in their regions, vet partner organizations, and often deliver aid themselves.

In 2024, employees logged 5,027 hours on community projects, compared to 3,084 hours in 2022. The company employs 39 people with disabilities, a figure that has grown modestly but consistently over three years.

Responsibility Embedded Into Business Operations

Meridianbet operates in a sector often scrutinized for social costs. The company has established internal standards that exceed local regulations, including mandatory responsible gambling training and customer-controlled betting limits.

It also participates in the UN Global Compact, aligning its programs with goals around education access, inequality reduction, and sustainable consumption.

The platform’s growth mirrors a broader shift in how corporations approach social responsibility. Traditional CSR often involves writing checks to established charities or hosting annual volunteer days. Meridian Donate embeds giving into the customer experience, creating a feedback loop where user engagement directly funds community projects. The model is scalable because it doesn’t require new infrastructure in each market — the technology travels, and local teams handle execution.

Scaling a Model Built on Simplicity

The company’s roadmap involves expanding health initiatives and environmental programs in 2025, with a focus on regions where it recently launched operations. It’s also exploring partnerships with larger NGOs to scale projects that have worked at the local level.

The breast cancer campaign continues through October and beyond. Appointments fill up as women call the clinic, no paperwork required. It’s a single program in one market, but it runs on the same infrastructure that moved aid to 212 organizations last year. That’s the model: build it once, deploy it everywhere, and let the numbers prove it works.