Keith Cassar on Friday announced that he has been promoted to Chief Technology Officer (CTO) at Malta-headquartered affiliate marketing company Game Lounge.

His new position represents a transition in focus from data to technology, a move that he described as “both inspiring and grounding.”

Prior to his promotion, he had worked at the company for more than three years, having most recently served as chief data and analytics officer for both Game Lounge and Marketzoo. In March 2024, the two companies merged together under the Game Lounge brand. He had also served as Head of Data at the company.

“While I’ve always valued the diverse aspects of technology in our operations, moving from a data-centric role to overseeing a wider array of technologies offers a unique perspective and new challenges,” Mr Cassar said.

Founded in 2011, Game Lounge is an iGaming affiliate company that provides digital marketing services in the online casino and sports betting industries.

In his new position, Mr Cassar is at the helm of Game Lounge’s overarching technology strategy, guiding the integration and innovation of technology across all its corporate functions. His role involves the leadership of its data and systems, data science, and internal and platform development teams.

He remarked that he is embracing this expansion of his responsibilities with confidence, being eager to bring his “experience in data-driven leadership to the table and blend it with the incredible insights” from teams he is yet to closely work with.

Aside from his time at Game Lounge, Mr Cassar has gained valuable experience in analytics and data engineering at a number of other companies throughout his career. This includes seven years at King, a mobile game company behind the likes of Candy Crush and Farm Heroes, where he worked as Principal Data Engineer, among other roles. He also worked at Zenith for more than two years as Lead Developer and Database Developer, and also served in various roles at A&A Group, HCL Limited, and ISL Malta.

Mr Cassar holds a Master of Science in Information Security and Mathematics from Royal Holloway University of London, and a Bachelor of Science in IT (Hons) from University of Malta. He is also a Certified Information Systems Security Professional.

Featured Image:

Keith Cassar / LinkedIn Photo

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