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CEO of Kajino Media on winning the Golden Boomerang Awards 2025, challenges and trends in the affiliate marketing industry
Boomerang Partners hosted the second annual Golden Boomerang Awards 2025 on May 20 at the iconic San Siro stadium in Milan. The brand was facilitated by its Regional Partner, the renowned AC Milan. This football club Legend Andrea Pirlo attended the event and presented awards in 11 categories.
Grand Prix, for first place in points on the sports leaderboard, went to the Kajino Media team. This main prize at Golden Boomerang Awards 2025 celebrates its incredible performance and well-deserved leadership in the rankings. CEO of Kajino Media Nikita shared the secrets of team leadership, strengths of his company and trends in the affiliate marketing industry.
Victory in the tournament
Tell us about your first emotions when you heard that your team had won the Grand Prix. What do you and your company gain from participating in such a tournament?
Hearing that our team had won the Grand Prix filled me with a rush of excitement and immense pride. For us, participating in such tournaments as Golden Boomerang Awards is an opportunity to review our work from an outside perspective. It is not only about recognition, but also about reflecting how well we are developing. It gives the team confidence, and for me as a manager, it is a confirmation that we are moving in the right direction. Plus, itâs a great way to meet other strong market players.
What SEO tactics and decisions were key to maximizing the impact of this particular tournament?
We did not pursue something new or high-profile â a deep understanding of the niche was key. Instead of experimenting, we relied on systematic work, analysis, targeted actions, and effective team interaction. These are simple things, but they have yielded the best results within Golden Boomerang Awards 2025.
This yearâs GBA Awards ceremony was held for the first time in Milan, at the legendary San Siro stadium. Please share your impressions: how do you rate the level of organization of the event, and what made the biggest impression?
It was very atmospheric. The very fact that the ceremony took place in San Siro created a sense of significance. The organization was of a very high level. Everything was thought out to the smallest detail. But what impressed me the most was the energy of the community itself â itâs a rare case when strong affiliate teams that truly know the industry gather in one place.
Do you take part in any other tournaments, and if so, what sets GBA apart from the rest?
We generally refrain from participating in competitions, as we are focused on our work and have always prioritized results over awards. But GBA is a different story: we have been cooperating with Boomerang Partners for a long time, and this time we decided to try our hand at their tournament. Somehow, it turned out that we won. Oops đ
Business and growth
Tell us the history of Kajino.Media began. How many years has the team existed, and how did the basic structure form?
The team was formed organically. We gathered around a shared vision: to build a project where SEO works not as a service but as a product. We started in February 2023, and since then, our only priority has been the result.
The basic structure was formed gradually, with key roles filled by individuals who not only had experience but also understood the context of the niche. At the same time, from the very beginning, we focused on people â on their potential, values, and ability to think systematically. We carefully selected those who shared our vision and always aimed to grow expertise from within.
We did not build verticals for the sake of organization â we built a team capable of solving problems, developing, and scaling ideas.
Which markets have become your focus and why? How do you decide in which direction to scale?
We work in digital gaming sector, and here, the focus is determined not by GEO but by the potential and speed of change. In short, we are looking for markets where SEO is still âworkingâ as a channel, where there is competition, but there is no oversaturation yet. When choosing a direction, we always look at the balance between the complexity of entry, potential, and margins. The choice is always based on numbers, not intuition.
What challenges have you faced in the process of increasing SEO traffic? And what solutions have proved to be the most effective?
The primary challenge is scaling without compromising quality control. In SEO, this manifests itself in the most minor details: from the site structure to link building. The more sites you have, the harder it is to maintain consistency. The most effective solution has been automation where possible and standardization where it is critical. We invested heavily in processes before we started to drive volumes. This allowed us to scale without chaos.
What allows you to stay competitive in the overheated SEO arbitration market?
Competitiveness is not just about tools or budgets; itâs also about strategy. It is about the approach. We donât think in a cookie-cutter way and donât repeat models that are already at the top. We test, adapt, and make decisions faster than most.
We have a small team, but everyone is an indispensable part of this mechanism. Thatâs why we can react quickly to changes, maneuver efficiently without bureaucracy, and maintain a high speed of decision-making.
Add to this a strong internal culture, and you have a team that doesnât just work in a niche but forms its own approach to it.
Industry and trends
What geographies do you see as the most promising for SEO traffic in the interactive entertainment sector in 2025?
We do not look at GEO, but at behavioral patterns and market dynamics. But speaking in general, we target markets where SEO strategies can be effectively implemented. These can include both Latin American markets and some local European regions, which are usually out of the focus of major players.
What technological trends â AI, automation â have you already integrated into your work?
Automation is a must-have; it is impossible to scale in digital gaming sector without it. We have automated both technical processes (data collection, clustering, updating) and part of the content production.
As for AI, we use it in specific areas, where it brings real efficiency, not just a âfashionableâ thing. It is essential not only to integrate technologies but also to build processes around them that actually enhance the result, rather than creating an extra layer of control.
Personal story
How did you get into the SEO and traffic arbitrage niche? Did you have any experience in other areas of digital before?
I have been in SEO for over 10 years. I started with freelancing, then gained experience in client SEO, followed by experience in dating, and eventually founded my own SEO agency. I worked with e-commerce, SaaS, and various monetization models. This path provided me with a strong technical and strategic base, as well as an understanding of how to build scalable systems.
Over time, I realized that the affiliate model is also close to me because the ceiling of opportunities here is only in your head. You determine where and how much to grow. This gives you a very strong internal motivation.
I came to online gaming industry consciously: this is a market with high competition, complexity, and, at the same time, a huge degree of freedom of action. There is no place for random people, success in this field demands strategic expertise and disciplined execution. For me, it was a logical next step â and at the same time, a challenge that I really wanted to take on.
What was the turning point for you that made you realize you wanted to develop Kajino Media?
After many years in SEO, from freelancing to running my own agency, I realized that I no longer wanted to be part of other peopleâs projects. I wanted to build something of my own, a systematic one, where decisions are made based on long-term value rather than immediate benefits.
The turning point was the realization that the affiliate model, especially in online gaming industry, has no ceiling â neither for growth nor for influence. You are responsible for the result, and form a team, approach, and culture. This is what gave a boost to the creation of Kajino Media â not just as a project, but as a platform for realizing the potential of both me and the entire team.
What advice would you give to aspiring SEOs who are just taking their first steps in digital gaming sector?
First of all, do not look for a magic formula. There is no âsecret buttonâ in online gaming industry that will bring traffic or revenue. But there is discipline, analytics, and constant work with hypotheses.
I recommend deeply understanding the niche, audience behavior, and learning how to work with data. Donât build a âwrapperâ â create a system. And do not rush to scale until you understand what works. And most importantly, donât be afraid of competition. The competition here is high, but there is room for those who are ready to think and act one step ahead of most.
Iâm incredibly grateful to Boomerang Partners for organizing such a fantastic event, as a Golden Boomerang Awards 2025 ceremony. It was a pleasure to be part of it, and weâre proud to have them as our partners. The event was a great success, bringing together amazing industry talents and creating opportunities for everyone involved. Weâd like to extend a big thank you to Boomerang Partners for their hard work and dedication. Next year we will be participating in the Golden Boomerang Awards again!
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Atlaslive Analysis: European Gambling Market Enters âŹ123.4 Billion Digital-First Era
Atlaslive, a premier iGaming platform provider, today released a comprehensive analysis of the European gambling market transformation, revealing that the industryâs âŹ123.4 billion revenue base is undergoing unprecedented digital evolution. The analysis, based on latest market intelligence from European Gaming & Betting Association in partnership with H2 Gambling Capital, identifies mobile gaming as the dominant force reshaping player engagement across the continent.
Mobile Revolution Drives Market Transformation
Atlasliveâs analysis reveals that mobile devices now generate 58% of Europeâs online gambling revenue in 2024, with projections indicating this figure will surge to 67% by 2029. This mobile-first transformation represents a fundamental shift in how operators must approach platform development and player acquisition strategies.
âThe data unequivocally demonstrates that the future of European gambling is mobile-first,â said Anastasiia Poltavets, CMO at Atlaslive. âOperators who fail to prioritize mobile optimization and user experience will find themselves increasingly marginalized in a market where player expectations have fundamentally evolved.â
Online Gambling Accelerates Toward 45% Market Share
The analysis identifies online gambling as the clear growth engine of the European market, with digital channels expected to command 45% of total gambling revenue by 2029, up from 39% in 2024. This âŹ66.8 billion online market projection represents a 6.9% compound annual growth rate, significantly outpacing the 1.8% growth expected in land-based gambling.
Key growth drivers identified by Atlaslive include:
- Casino games leading digital adoption: âŹ21.5 billion in 2024, growing to âŹ30.8 billion by 2029
- Sports betting momentum: âŹ13.7 billion online revenue with 6.9% annual growth trajectory
- Lottery digital transformation: Strongest growth potential at 7.7% annually, reaching âŹ10.4 billion by 2029
Geographic Disparities Signal Untapped Opportunities
Country-by-country analysis reveals significant market maturity variations across Europe, presenting strategic opportunities for technology providers and operators.
Digital Leaders:
- Sweden: 68.3% online share
- Finland and Denmark: Both at 68.1% online share
- Strong mobile adoption and regulatory frameworks driving digital-first engagement
Growth Markets:
- Italy: Europeâs largest market at âŹ21.0 billion with only 21.7% online penetration
- Germany: âŹ14.4 billion market with 22.6% online share indicating substantial digital expansion potential
- France: âŹ14.0 billion market with significant room for online growth
Strategic Implications for Industry Stakeholders
The Atlaslive analysis identifies several critical success factors for market participants:
For Operators:
- Mobile-native platform architecture becomes non-negotiable
- Omnichannel integration essential for capturing cross-platform player value
- Geographic expansion strategies should prioritize markets with low online penetration
For Technology Providers:
- Platform scalability must accommodate sustained high-growth environments
- Cross-jurisdictional compliance capabilities increasingly valuable
- Mobile-first development methodologies essential for competitive positioning
Market Resilience Demonstrates Industry Maturity
Despite digital transformation, analysis confirms the continued relevance of land-based gambling, which maintains âŹ75.5 billion in 2024 revenue and projects steady 1.8% annual growth. This dual-track evolution demonstrates industry maturity and the enduring appeal of gambling experiences.
âThe European gambling market is demonstrating remarkable sophistication in its evolution,â added Anastasiia Poltavets. âRather than simple digital displacement, weâre witnessing the emergence of a truly integrated ecosystem where online and land-based channels complement and enhance each other.â
To explore the full report, regional breakdowns, and strategic insights for 2025 and beyond, visit: https://atlaslive.tech/blog/the-european-gambling-revolution-euro1234-billion-market-transforms-in-the-digital-age.
This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
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Clarion to introduce ICE Research Institute to industry opinion-formers as part of AI presentation at Gaming In Spain conference
A senior Clarion Gaming team led by Director of Industry Insight and Engagement, Ewa Bakun has been invited to speak at the Gaming in Spain conference, organised by Willem van Oort and taking place in Madrid on 26 June.
The presentation which will also see contributions from Clarion Gamingâs Liliana Costa, has the working title AI on ICE â cooperating with the Spanish and global research institutions to understand the impacts of Artificial Intelligence in the sector.
Looking ahead to the event Ewa Bakun said: âThe invitation to speak at Gaming In Spain provides a perfect environment to officially introduce the ICE Research Institute which as part of its remit is funding academic exploration of AI ethics and applications in the gambling sector.
âAs part of the relocation of ICE from London to Barcelona, Clarion Gaming together with Fira Barcelona have agreed a programme of collaboration with the objective of building a legacy which goes beyond the very significant economic impact of staging the worldâs biggest gambling technology show in the city.
âAn annual investment fund has been allocated with the ICE Research Institute (IRI) offering grants to scientific and academic institutions to fund research on prevention and sustainability.
âThe IRI is investing in research that generates hard data and provides a robust scientific base to inform decision making. Working closely with institutional stakeholders both in Spain and on the international stage the ICE Research Institute will promote cross-border scientific cooperation to ensure the ethical adoption of AI in the gambling industry.â
Gaming in Spain founder Willem van Oort, creator of the successful Gaming in Holland and Gaming in Germany communities said: âGaming In Spain provides essential business intelligence on the Spanish iGaming market and I am delighted to be able to include Ewa and colleagues from Clarion Gaming to provide an update on the work thatâs being undertaken by the ICE Research Institute.
âThe vision is to foster closer cooperation between research institutions and the industry resulting in evidence-based decisions and debates. The ethical adoption of AI in gambling is arguably one of the most contentious and topical debates impacting the industry and I am looking forward to learn more about the pioneering work being supported by the ICE Research Institute as part of the ICE Legacy Project.â
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96% of SPFL players know where to find support for gambling issues after EPIC and William Hill sessions
A survey of SPFL players that attended the competitionâs new gambling harm prevention education programme has shown that 96% of players are now confident that they know where to seek support if they are worried about their gambling behaviour, thanks to the knowledge provided to them as part of William Hillâs first season as title sponsors.
With the intention of ensuring that players and staff across all four divisions understand the importance of safer gambling, the programme has reached nearly 800 players and a further 160 staff members, as 37 clubs hosted talks during the 2024/25 season from two former professional footballers with their own past issues of gambling-related harm to share.
The two ex-pros â former Wales U21 and Wrexham striker Marc Williams and Scotland-capped former Liverpool defender Dominic Matteo â were seconded to clubs by EPIC Global Solutions; leaders in gambling harm prevention whose client base includes all 72 EFL clubs, MLB teams and the vast NCAA college sports network.
As a result of the sessions, alongside virtually every player now knowing where to seek support if they are worried about their gambling behaviour, 93% confirmed they now have a good or excellent level of awareness of professional athletesâ vulnerability to harmful gambling â an increase from 70% having that level of knowledge before the session.
The same post-session figure â 93% â also believed they had a good or excellent level of awareness around gambling and professional integrity, which rose from 74% before the session.
Neil Doncaster, SPFL group chief executive, said: âThese figures show the real impact that EPICâs gambling harm awareness programme has had with SPFL clubs and its players, which is great to see.
âWeâve had extremely positive feedback from our members on how informative the sessions have been and itâs excellent it has reached so many players and staff members across our game in its first season.
âWeâre proud to continue to support this partnership alongside William Hill and look forward to seeing it develop further in the seasons ahead.â
Among the players to take part in the series of talks was Hibernianâs Kieron Bowie, who made his Scotland debut in Mondayâs 4-0 win over Liechtenstein. Speaking after hearing how Marc Williamsâ professional career was affected by issues with problem gambling, he admitted:
âIn this industry, obviously you have a lot of free time; youâre in hotels overnight or youâre away on international duty and youâre left to your own devices, doing whatever on your phone. Itâs easy to get roped into that, especially in this environment where thereâs a lot of gambling, like cards on the buses and all that sort of stuff, so itâs easily done. Â
âI think seeing what he went through just reassures that thatâs not the path you want to go down.â
The education programme will continue for a second season in 2025/26, with a focus on extending the audience to include SPFL clubsâ academies and womenâs squads, as well as engaging with community trusts and supporter groups to ensure the message is also accessible to fans of all 42 clubs.
Per Widerstrom, CEO of evoke, the parent group of William Hill, said: âThe education programme is a fundamental element of our sponsorship. Itâs really important that we balance the passion of players and fans with gambling responsibly, and I am delighted to see such good progress made during our first year of sponsorship.Â
âWe now look forward to next season and extending the programme to academies, womenâs squads and supportersâ
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