AI-gamification specialist Promofy emerged victorious at this year’s Pitch ICE competition. The company’s CEO and founder Irakli Davarshvili fended off competition from 11 other companies bidding to win the prize money of €15,000 provided by the competition’s lead sponsor AWS.
In a pitch lasting three minutes followed by a three-minute Q&A, Davarshvili wooed the panel of judges, consisting of Adam Rosenberg, senior adviser, gaming & leisure, Blackstone; Meir Shachar, gaming advisor and CEO at Digicode and RUNWAI, respectively; iGaming adviser and gaming industry expert Paris Smith; Maxime Sbeghen, head of investment at FDJ United Ventures; and Jeff Millar, managing partner at JJK Partners.
Davarshvili emphasised how “innovative, customisable and easy to use” Promofy’s gamification engine was, highlighting its AI flow and ability to rapidly build gamified campaigns.
He described 2025 as having been a “foundational year”, outlining how the company had focused on strengthening its technology and positioning Promofy for its next phase of growth.
Other pitch participants included eyeDP, an AI-powered solution to help operators process and analyse unstructured data and documents; Whizdom AI, designed to personalise game recommendations for players; Swiss Shufflers with its patented card-shuffling deck; and fantasy sports platform Loserball which “makes losing as cool as winning”.
