BGaming’s LATAM brand’s ambassador hosts a holiday stream, turning entertainment into action
The charity stream, hosted on Dec. 16, had 185,000 live viewers.
BGaming said the stream was designed to keep the entertainment front and centre while directing attention to a social cause, with Jon using the live format to speak directly to viewers about the importance of giving back during the holidays.
The livestream paired gameplay from BGaming’s Christmas-themed titles with a clear charity message to rally community support. BGaming stated that the goal was to utilize influencer-led entertainment to draw attention to real-world needs in Brazil—and to inspire a live audience to take action, not just generate views.
Jon Vlogs has been working with BGaming for several years and currently serves as the company’s official Latin American brand ambassador, a role BGaming has utilized to deepen its presence among younger audiences in Brazil and across the region.
BGaming appreciates Instituto Gara for active and practical developments
BGaming selected Instituto Garra as the focus of this year’s holiday initiative and said its BRL 16,000 contribution is intended to support Garra’s work as a social investment fund. The organisation describes its mission as accelerating high-impact initiatives by backing active projects with funding and practical development support.
“The Instituto Garra is powering impactful organisations and charities in Brazil through its extensive support network, and we are proud to support them.” BGaming CEO, Marina Ostrovtsova, stated.
BGaming highlighted Garra’s model of pairing capital with capacity-building, explaining why it was selected. The company said Instituto Garra helps strengthen initiatives through expert advice and leadership development, while also connecting projects through a professional network to expand their reach and impact.
BGaming’s view: “trust and giving back go together.”
Ostrovtsova acknowledged that the initiative was part of how the company wants to show up in the market, particularly at a time of year when brands have an opportunity to do more than run seasonal campaigns.
“While the holidays are a time for celebration, they should also be a time for pausing, reflecting, and giving back,” Ostrovtsova said. “Charitable activities are a core part of our philosophy at BGaming, and we are proud to round out the year by partnering with Jon Vlogs to support a cause.”
She also pointed out why Jon was central to the effort in Brazil, describing him as a creator with cultural proximity and credibility with local audiences.
“Jon is socially conscious and really understands how to connect with the Brazilian community,” Ostrovtsova said. “Crucially, he shares our charitable mindset and is passionate about giving back.”
Not their first charity collaboration in 2025
This was the second charity-focused project that BGaming and Jon Vlogs have collaborated on this year. In September 2025, the pair had already partnered on Jon’s “BDJ na Amazônia” initiative. BGaming described the initiative as an effort to engage Gen Z and millennial audiences by mixing entertainment with education around environmental and social issues.
That earlier initiative set the tone for a relationship that treats charity not as a one-off gesture, but as an ongoing pillar of the partnership. By returning to a fundraising format at the end of the year, both parties signalled that social projects will remain a recurring theme, rather than a seasonal add-on.
