1. Anton, you have been shortlisted for the Casino Guru Awards 2026 in the iGaming Changemaker of the Year category. What was your first reaction when you heard the news?

It is a great honor. My first reaction was gratitude – both to the organizers and, most importantly, to the team at Boomerang Partners and our affiliate partners worldwide. Initiatives like ours are never the result of one person’s work; they are built by a strong team and a community that shares the same vision.

For me personally, this nomination also recognizes the direction we have been building over the past few years – focusing on sports-driven affiliate marketing, investing in data and analytics, and creating initiatives that bring real value to partners. It’s rewarding to see that these efforts resonate with the industry.

2. How do you personally interpret the term changemaker in the context of the iGaming industry? What, in your opinion, distinguishes the people who truly drive change in the market?

In our industry, a changemaker is someone who doesn’t just follow market trends but helps shape them.

In my view, the key difference is mindset. Many people focus on short-term performance. Changemakers think about how the industry will evolve in the next few years and start building for that future earlier than others.

They also take responsibility for launching new ideas. Not every initiative has a clear precedent in our industry. But progress often comes from testing new formats, new partnerships, and new ways of working with affiliates.

The companies shaping iGaming are the ones willing to experiment.

3. Looking back at the past year, which initiatives or projects do you believe may have contributed to this nomination?

I believe the nomination reflects several initiatives our team developed over the past year.

One of the most visible projects was the second season of the Golden Boomerang Awards. We turned it into a large global affiliate tournament, with the final ceremony held at San Siro Stadium. In September and October, we also launched the Golden Boomerang League, our first affiliate tournament fully focused on sports traffic.

We also prepared the launch of the Sports Marketing & Betting Calendar 2026, a strategic guide where we shared our internal analytics and insights on sports traffic. The idea was to give affiliates a practical tool to plan campaigns around major sports events and traffic peaks throughout the year.

4. As the CMO of Boomerang Partners, how would you describe the company’s core philosophy when it comes to building and developing a partnership ecosystem?

Our core philosophy is simple: there is no universal model for working with affiliates. Every partner has a different traffic source, audience, and growth strategy, so our approach is always personalized.

Today, we work with more than 3,000 affiliate partners worldwide, and their number grew by 10% year-over-year in 2025. Managing an ecosystem of that scale is only possible if you treat partnerships as individual relationships rather than a standardized process.

5. Boomerang Partners continues to expand across international markets. What values and principles form the foundation of the company’s growth strategy?

Our growth strategy is built around long-term thinking. We are not focused on short-term expansion but on building a brand that partners trust and want to work with for years.

The second principle is specialization. Our ambition is to become the world’s leading sports-focused affiliate program. Sports traffic requires deep expertise, strong analytics, and a clear understanding of seasonality and audience behavior, so we invest heavily in these areas.

Visibility and industry leadership are also important. Our marketing activations at major industry events often attract strong attention, and over time, we see similar formats appearing across the market. For us, that’s a sign that we’re not just participating in the industry conversation but helping shape it.

6. The affiliate landscape is becoming increasingly competitive. From your perspective, what makes Boomerang Partners stand out as an ecosystem for partners?

For us, the key difference is how we approach partnerships. We don’t treat affiliates as traffic sources – we treat them as long-term partners.

As I said earlier, today, our ecosystem includes more than 3,000 affiliate partners worldwide, and maintaining relationships at that scale requires a highly personalized approach. We focus on understanding how each partner works and what helps them grow, whether that means analytics, marketing support, or joint campaigns around major sports events.

In affiliate marketing, strong ecosystems are built on relationships, not transactions.

7. The iGaming industry is evolving rapidly. Which trends do you believe are currently shaping the future of marketing and brand development in the sector?

The industry is becoming much more brand-driven. A few years ago, marketing in our sector was mostly performance-focused. Today, companies are investing much more in brand visibility, partnerships, and long-term positioning.

Another important shift is the growing role of sports in affiliate marketing. Major sporting events create natural traffic cycles, and affiliates are becoming more strategic in how they plan campaigns around them. This is why expertise in sports traffic and seasonality is becoming increasingly valuable.

We also see the industry moving towards stronger partner ecosystems. Affiliates are no longer just traffic sources – they are long-term partners who expect tools, analytics, and engagement formats that help them grow.

8. What are the key priorities for Boomerang Partners in the near future?

One of our key priorities is strengthening our sports-focused strategy. Our long-term ambition is to become the number one sports affiliate program globally, and we continue investing in the expertise, partnerships, and tools that allow us to move toward that goal.

Another major focus right now is preparing the third season of the Golden Boomerang Awards. Over the past two years, the tournament has grown into a large global competition for affiliate teams, and we plan to develop it further as an important platform for the affiliate community.

Our partnership with AC Milan will also continue to play a major role. It allows us to offer partners experiences that go far beyond traditional affiliate offerings.

And of course, we always have new initiatives in development. Those who work with us know that we like to surprise the market and launch projects that push the affiliate space forward.

9. Finally, what does this nomination mean to you personally, and what role have the team and partners played in this achievement?

Even individual nominations in our industry are never truly individual. They are always the result of teamwork.

Everything we achieve at Boomerang Partners is built together with our team and our partners. Their expertise, ideas, and daily work are what make these initiatives possible. For me, this nomination is a recognition of that collective effort. This confirms that we are moving in the right direction.

The post Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

1. GBA is entering its third season in 2026. Looking back at the journey from the very first edition in 2024 — how would you describe how the tournament has evolved?

Perhaps the most significant change is that the Golden Boomerang Awards has clearly moved beyond being just another industry competition and has become a recognized brand within the affiliate marketing space. Over the past three years, we have not only increased brand awareness but also earned trust and built a strong community of participants who return to compete and improve their results.

I can confidently say that today, even participation in the GBA is a mark of quality. Why? Because it reflects a certain level of professionalism in the market. Winning, especially in the third season, becomes a clear marker of being among the very best in the industry.

What makes this evolution important is that formats like this are still relatively rare. GBA sits at the intersection of competition, expertise, and industry recognition – and we see it as a platform that not only rewards performance, but also contributes to the overall development of the affiliate market.

2. In 2025, more than 400 affiliate teams participated. What does that number tell you about what the market is looking for from formats like GBA?

For us, this is a clear signal that the market is actively seeking formats that go beyond pure performance-based incentives. You see, traditional affiliate programs are heavily focused on financial rewards for traffic – and there’s plenty of that in the market already. The significant growth in the number of Golden Boomerang Awards participants from season to season (226 in the first, 400+ in the second) demonstrates that affiliate teams have a strong demand for something different. I’m talking about competition, visibility, and a sense of belonging to a professional community.

GBA taps into that by offering not just rewards, but recognition and experience. Through our collaboration with AC Milan (I remind you that Boomerang Partners is an Official Regional Partner of AC Milan), we’re able to provide participants with opportunities that go beyond monetary value – things that are difficult to replicate within standard affiliate program structures.

Ultimately, it’s about creating a sense of legacy. Participation in the Golden Boomerang Awards becomes part of a longer-term professional story, not just a short-term performance cycle.

3. The theme of this season is ‘Beyond the Moment.’ Where did that idea come from, and why does it feel right for this particular stage of GBA’s life?

The idea behind “Beyond the Moment” came naturally as we entered the GBA’s third season. After two successful years, it felt like the right time to shift the focus from short-term wins to long-term performance.

It’s no secret that the affiliate market is highly volatile. Here, strong results can come quickly, sometimes unexpectedly. But staying at the top is a completely different challenge.

In the third season of Golden Boomerang Awards, we’re focusing on what exists beyond the moment of victory. Winning is important, but it’s only a snapshot. What truly defines top-tier affiliate teams is the work behind them. These are consistent execution, strategic thinking, adaptability, and the ability to identify new opportunities.

Thus, “Beyond the Moment” is about recognizing that invisible layer of effort that separates sustainable success from a one-time result.

4. Five months is a long run for an affiliate tournament. Engagement typically drops in the middle of any long competition. What specific mechanisms did you build into GBA 2026 to prevent that?

You’re right to point out the tournament’s length and the importance of maintaining participant engagement over such a distance, but we deliberately set this challenge for ourselves. That’s why we paid close attention to developing a clear and effective structure for the Golden Boomerang Awards. In the third season, it’s a multi-stage experience rather than a single continuous race. The season is divided into three phases, conceptually aligned with a football match structure, each with its own rules, objectives, and rewards.

This creates natural reset points and new incentives throughout the tournament, helping maintain momentum.

We’ve also introduced mechanics such as boosts and mid-season entry opportunities. This allows new affiliate teams to join and still compete for top positions, rather than being locked out by early leaders.

Additionally, not all mechanics are revealed upfront. Rolling out new elements during the season adds anticipation and keeps participants engaged over time.

5. 2026 is an extraordinary year for sport — the FIFA World Cup, the Winter Olympics, one of the most packed global calendars in recent memory. How does that shift the opportunity and the pressure for sports-focused affiliates?

Yes, 2026 is an exceptionally busy year for sports (and this applies not only to the past Olympic Winter Games Milano Cortina 2026 and the upcoming FIFA World Cup 2026, but also to many other high-profile tournaments), which creates both opportunity and pressure.

On one hand, a packed global calendar means more traffic peaks and more chances to scale. On the other hand, it increases competition – both in media buying and in capturing audience attention.

Who can succeed in such conditions? – Those affiliate teams that don’t just react to a given sporting event, but instead focus more on preparation and strategy. This means understanding which moments matter, how to prioritize them, and how to allocate resources effectively.

That’s why we introduced a dedicated Sports Marketing and Betting Calendar 2026 earlier this year. Combined with participation in the Golden Boomerang Awards, it provides affiliate teams with a more structured approach to the sports season and to capitalize on key moments.

In this context, GBA acts as an additional performance layer – amplifying focus and execution during a highly competitive period.

6. In your view, what genuinely motivates a top-tier affiliate in 2026 — is it financial upside, status, access, something else? And how does GBA address that?

Top-tier affiliates in 2026 are driven by more than just financial upside, although revenue remains a fundamental factor.

For experienced teams, money alone is often not a sufficient long-term motivator. They are already operating at a level where access, recognition, and positioning within the industry become equally important.

This includes being part of a trusted network, gaining visibility, and accessing opportunities that are not typically available through standard affiliate programs.

That’s where the Golden Boomerang Awards are positioned differently. It’s not just about rewards – it’s about status, professional recognition, and belonging to a high-level community.

Combined with the competitive nature of the season, this creates a stronger and more sustainable layer of motivation.

7. TIME TO WIN closed on March 31. It was directly connected to GBA — participants earned bonus points carrying into the new season. How do you see that handoff working, and what did TIME TO WIN teach you going into GBA 2026?

TIME TO WIN and Golden Boomerang Awards are designed to function as part of a unified ecosystem rather than separate competitions.

TIME TO WIN acted as a high-intensity entry point into the year. It helped re-engage our affiliate partners after the holiday season and encouraged a more sprint-based approach to performance, where teams actively test tools and strategies.

GBA, which follows immediately after, shifts the focus to long-term consistency and sustained results.

The connection between the two tournaments is also structural: participants from TIME TO WIN carry bonus points into the Golden Boomerang Awards. This creates continuity and rewards early engagement.

Overall, our goal is to build a system where affiliate partners stay engaged throughout the year – not just for short-term wins, but as part of a long-term collaboration.

8. If GBA is still running five years from now and has become exactly what you want it to be — what does that look like?

We would like the Golden Boomerang Awards to become a widely recognized and trusted benchmark within the affiliate industry. Already, we have serious reasons to believe that this goal will be achieved. These include growing interest from affiliate teams and participant numbers, increased media attention, and deeper engagement from the market.

A key focus going forward is trust. That’s why GBA is positioned as a performance-driven award, based on transparent data, a clear leaderboard, and measurable results.

Success would mean that winning the Golden Boomerang Awards is not just an achievement for the winner, but a meaningful professional marker within the industry.

Rather than competing directly with traditional awards, we aim to strengthen our niche as a highly practical, performance-based competition.

9. What would you say to an affiliate who is sitting on the fence right now, wondering whether GBA 2026 is worth their time and attention?

It’s worth approaching that question from a practical perspective. We all know that the affiliate marketing space is highly competitive. Staying passive in it can hardly be called a winning strategy. By participating in the Golden Boomerang Awards 2026, affiliate teams gain a structured opportunity to test their capabilities in a visible, high-pressure environment.

At the same time, the benefits are clear for all participants. For experienced affiliates, it’s a way to benchmark themselves against strong competitors and gain recognition. For newer players, it’s an opportunity to accelerate learning and better understand what high-level performance looks like.

There’s also value in being part of a professional community – exchanging experience, observing others, and staying aligned with market dynamics.

So the real question becomes not “is it worth it?”, but “what do you miss by not participating?” – especially in a year with this level of competition and opportunity.

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