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BtoBet’s founder Alessandro Fried discusses vision, strategy and product innovations for 2021
2020 was hugely successful for BtoBet. What are the set targets for 2021?
Further consolidating our presence in those markets where we are already considered as market leaders, whilst seeking to strengthen our partner portfolio in mature and new markets must be the target we set for ourselves for this year. During 2020, despite all the challenges brought about by the novel coronavirus pandemic, we have not only continued strengthening our positions in markets, such as Africa and Latin America, announcing strategic partnerships that will reap substantial benefits for the company on the medium to long term, but we have also set out a clear vision to make a similar impact in more mature markets such as Europe, whilst setting our eyes on new opportunities.
Increasing our footprint on an international level has always been our intention from the very onset, and what the company has achieved in a relatively short period of time is testimony to the determination and talent within the company’s ranks to meet the set targets.
Furthermore, BtoBet’s acquisition by Aspire Global now puts us in the ideal position to be able to enter more complex market scenarios, such as Europe, which are highly characterised by an overwhelming level of regulation. Together we are able to meet the requirements of all operators requiring a technological partner serving the entire iGaming value chain, providing them with a cutting edge sports betting platform, and also all requirements from a content and services point of view. All this whilst adhering to the compliance requirements of the vast majority of regulated jurisdictions, keeping to a minimum the time-to-market.
Having said this, the overzealous regulation and over taxed market scenarios characterizing the European market have led to businesses turning towards the fresh, and new opportunities other emerging markets can offer them. And our strong presence in these markets, puts us at in an optimal position to assist those operators seeking to gain an advantageous position in these so-called emerging markets.
The past months have seen BtoBet very active in different markets, announcing key partnerships – such as Betfair and William Hill in Colombia, and Sports Lotteries LLC in Russia – and in the coming weeks we seek to maintain the momentum.
Any new products in the pipeline from BtoBet?
We are currently finalizing a string of new tools that are set to have a great impact for both operators and players.
The major trend today is that we live our lives on screens and this affects every aspect of our daily life. In order to stay current, especially in online gaming, you need to be disruptive. By producing a better product that incorporates the way people live, you can disrupt the space in an industry. Innovation is a constant objective of any company within the iGaming industry.
Having said that, whilst other industries especially the entertainment industry, have harnessed new technologies based on ML and AI in order to ameliorate the customer experience, the betting industry has yet to truly harness this form of disruptive technology. And this is what we have been working on for the past months… tools based on in-depth data analysis allowing operators to fully understand the different player demographics, psychographics and playing habits, ultimately enabling them to create enhanced, personalized experiences based on the individual player preferences and behaviours.
Whilst this will undoubtedly play a major role towards a player-centric UX, bookmakers will also be able to harness great benefits from the technology from an operational perspective. A primary example that comes to mind is that these tools are able to single out suspicious betting patterns and payments. And all these in an automated environment.
How disruptive was the coronavirus pandemic for the industry?
2020 was deeply marked by the global coronavirus outbreak. It has affected the industry in many ways, with many businesses – both B2C and B2B – having to re-dimension the traditional way of how they operate.
Luckily for us, we had been investing for quite some time in widening the content portfolio for all verticals, and simultaneously having had invested heavily on our platform in order to better assist those retail operators opting to start wholly or partially migrating their business to the digital channels in an interlinked environment.
Now the big question is will everything revert back to pre-Covid scenarios? In reality I don’t envision the development of widely available vaccines, which will mark the end of the pandemic, to prompt the industry to go back to the 2019 situation.
The pandemic has undoubtedly brought about a digitalisation reform, and this is reflected in all those industries which featured retail as part of their business model. Adults who have entered the digital age of wagering may shift some of their spending to more traditional forms of entertainment channels – namely retail casinos – but many of those adults will undoubtedly continue sharing their wallet with the digital channels. Does this mean that this is the end for the industry’s retail outlets? Definitely not, but I do expect the digitalisation of the industry to maintain its momentum.
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Anton Eshtokin
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment
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.
BETBY, a Tier-1 sportsbook provider, has announced a partnership with QTech Games, one of the industry’s major game distributors and a fast-growing aggregator across key emerging markets.
The agreement will see BETBY provide its full sportsbook solution to QTech’s global network of operators.
Through this collaboration, QTech partners will gain access to BETBY’s complete sportsbook offering, as the aggregator’s exclusive sportsbook provider, covering more than 500,000 monthly events, proprietary AI-driven tools, and esports feed Betby.Games.
Delivered via a single, seamless API integration, the solution unlocks immediate access to QTech’s operator base, significantly expanding BETBY’s distribution while enabling partners to onboard a premium sportsbook with reduced complexity and rapid time-to-market.
The integration directly addresses key operator challenges associated with launching a sportsbook, particularly the technical complexity and costs of managing multiple platform integrations.
By leveraging QTech’s aggregation platform, operators, especially those with a casino-first focus, can seamlessly introduce a fully scalable sportsbook solution without heavy development overhead, accelerating their entry into sports betting while maintaining operational efficiency.
The partnership also reinforces BETBY’s strategy of expanding its presence in Asia, where QTech Games has built strong distribution channels and local expertise, while also supporting its broader growth across emerging markets such as Latin America and Africa.
By combining BETBY’s sportsbook solution with QTech’s reach, operators will be able to deliver more competitive, localized, and engaging betting experiences.
Stefanos Karakidis, Business Development Director at BETBY, commented: “Partnering with QTech Games is a natural step for BETBY.
They have established themselves as one of the most influential aggregators in Asia, with strong distribution channels and deep local expertise, while continuing to expand across other high-growth markets.
QTech has a clear understanding of local player behaviour and operator needs, and together we’ll be able to deliver a Tier-1, mobile-first sportsbook experience, well suited to the demands of the markets they serve.”
Philip Doftvik, CEO at QTech Games, said: “We are delighted to add BETBY’s award-winning sportsbook to our platform.
Their product is modern, flexible, and designed for fast-growing markets, aligning with what our operator partners are looking for.
From AI-driven tools to a rich e-sims portfolio, BETBY brings a level of innovation that elevates our offering and supports our mission to deliver the best content available across emerging iGaming markets.”
BETBY
BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence.
BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe.
From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, Betby is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.
For more information visit betby.com
The post Betby partners with Qtech Games and expanding its sportsbook solution in Asia appeared first on Americas iGaming & Sports Betting News.
Latest News
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment
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.
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