Meridianbet, a member of the Golden Matrix Group, has unveiled a new humanitarian initiative titled “Scan. Help.”

This initiative – in collaboration with the Meridianbet Foundation, Expanse Studios and BC Crvena zvezda Meridianbet – aims to provide support to maternity hospitals across Southeast Europe.

The expansion of this initiative into additional regions is anticipated later in 2024.

The “Scan. Help.” campaign leverages technology to engage the community. By scanning a QR code and registering on the Meridian Foundation's website, participants contribute to funding the equipment needs of five maternity hospitals in Serbia.

This method aims to not only raise awareness, but to encourage active community involvement in corporate social responsibility efforts.

The campaign is currently being promoted widely, including during the ABA League basketball finals series.

BC Red Star players also feature jerseys with the QR code, supplemented by arena ads, TV ads and other promotional channels – encouraging fans and supporters to join the cause.

Additionally, the campaign has garnered institutional support from the Ministry of Health, and numerous companies have expressed their intention to contribute, with donations facilitated through the Meridian Foundation’s account.

At the start of the year, MeridianBet Group was acquired by Golden Matrix.

While the deal was signed over a year prior (and was initially expected to close in H1 2023), several amendments to the agreement caused the deal to be delayed – with the acquisition ultimately being closed on 10 April 2024.