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The Impact of Regulatory Changes on Media Buying in iGaming
How legislative shifts influence media buying strategies and adaptation in a rapidly evolving industry
The iGaming industry is one of the most heavily regulated digital sectors, constantly adapting to new compliance frameworks worldwide. Regulatory changes affect not only operators but also media buyers, who must rethink their advertising strategies, creatives, and audience engagement approaches. While regulation enhances player safety, it also fosters challenges such as increased costs, creative limitations, and the rise of unlicensed operators.
Experts from the media buying agency RockApp have conducted an in-depth analysis of how regulatory changes impact the entire iGaming ecosystem.
How Regulations Shape Ad Creatives in iGaming
One of the most immediate effects of regulation is the restriction on advertising creatives. The UK, for instance, is one of the most tightly regulated markets, where media buyers must comply with strict guidelines:
- No mention of currency in ads: According to the UK Advertising Codes regulated by the ASA, there is no direct ban on the use of currency in gambling advertisements. However, advertisers must adhere to strict guidelines to ensure they do not mislead customers regarding potential winnings.
- No misleading claims or exaggerated expectations: Ads should not mislead users by exaggerating the chances of winning or implying that gambling can be a solution to financial concerns.
- No streamers or influencers with significant underage audiences: Featuring individuals who are, or appear to be, under 25 years old is prohibited. Additionally, using celebrities or influencers who have a strong appeal to under-18s is not allowed.
- Strict moderation of creatives before approval
- Social Responsibility: Advertisements must not portray gambling as indispensable or as a way to achieve financial security. They should not suggest that solitary gambling is preferable to social gambling.
These regulations necessitate careful consideration during the creation of advertising content. For instance, the prohibition on content that strongly appeals to under-18s means avoiding the use of animated characters, certain color schemes, or themes associated with youth culture. Additionally, the restriction on featuring individuals under 25 limits the selection of brand ambassadors and influencers, requiring brands to choose representatives who not only resonate with the target audience but also comply with age-related guidelines.
According to AppsFlyer’s “State of Gaming App Marketing – 2024 Edition,” global app user acquisition ad spend grew by 5% in 2024 to $65 billion, with a significant portion allocated to gaming apps. This increase underscores the importance of adhering to advertising regulations to ensure that marketing efforts are both effective and compliant.
In summary, the UK and other regulated countries’ stringent advertising regulations significantly influence the development of ad creatives in the iGaming industry. Advertisers must navigate these rules carefully to create content that is engaging yet compliant, ensuring that their marketing strategies uphold the principles of social responsibility and consumer protection.
Licensed media buying agencies can effectively adapt by integrating disclaimers and legal notices without compromising user engagement. While these additions reduce creative space, they don’t hinder performance significantly.
The Paradox: Regulation Enhances Safety but Fuels the Gray Market
Regulation is designed to protect players, but in some markets, it has also led to a surge in unlicensed casinos. For example, France, Poland, and the Netherlands have all experienced an influx of offshore operators who can acquire players at lower costs compared to licensed brands.
In Poland alone, nearly 50% of the gambling market operates in a gray zone, leading to an estimated annual tax loss of over $247 million. In 2023, transactions through unlicensed platforms reached $8.6 billion, prompting industry experts to call for urgent regulatory reforms by 2026 to curb further market deterioration.
Why does this happen? Strict regulations often limit marketing avenues for legal operators, making it difficult for them to compete with unlicensed platforms that operate without restrictions. As a result, players may turn to black-market casinos that offer more aggressive promotions, unrestricted gameplay, and fewer account verification hurdles.
For media buyers, this creates a complex landscape – navigating between compliance, profitability, and market demand.
The Value and Strategic Advantage of Media Buying in Regulated Markets
Operating under a license means adhering to an extensive list of requirements:
- Adhering to jurisdiction-specific advertising laws
- Complying with responsible gambling policies
- Avoiding blacklisted traffic sources
- Implementing strict user verification processes
While these regulations add complexity, they also bring long-term benefits. Running campaigns in a legally compliant manner allows for sustainable business growth, fostering trust among players and partners. Although user acquisition costs in regulated markets are higher, the quality of users significantly improves due to the absence of low-quality creatives with miss-promises, exaggerated expectations, and outright scams, which are prevalent in unregulated markets.
Advertisers appreciate this shift, as the traffic quality far exceeds expectations. This, in turn, improves lifetime value (LTV) and fosters long-term relationships between brands and agencies. Here’s a comment from a representative of HighRoller Casino, one of RockApp’s key clients:
“Stricter regulations in the iGaming industry have significantly increased operational demands and social responsibility for businesses. While compliance creates a more structured and reliable market, it also adds layers of complexity that companies must navigate. There are both advantages and challenges. On the one hand, licensed operators benefit from greater stability and credibility; on the other, the regulatory burden requires continuous adaptation. Finding the right balance is key to ensuring sustainable growth without restricting innovation.“– HighRoller Casino, CEO.
And a perspective from Soft2Bet:
“Choosing the right traffic partner is crucial in today’s iGaming landscape. RockApp has proven to be a reliable partner, delivering high-quality traffic and seamlessly adapting to the regulated market with the right approach. They don’t just follow trends – they anticipate changes and optimize processes to ensure outstanding results. The strategies that worked in the past are no longer effective, but RockApp excels at evolving, refining, and elevating performance to an entirely new level.” – Soft2Bet, CEO.
In contrast, grey and black market operators often have lower operational costs since they bypass licensing fees and may evade taxes. This cost advantage allows them to offer more attractive odds or bonuses to players. However, these operators face significant risks, including legal actions, lack of access to reputable payment processors, and challenges in establishing trust with players due to the absence of regulatory oversight.
A 2024 report by the European Gaming and Betting Association (EGBA) highlighted concerns that overly stringent regulations in some European countries are inadvertently driving players towards black market operators.
This trend is further reflected in Sweden, where a report by AB Trav och Galopp (ATG) revealed that traffic to unlicensed gambling operators has increased tenfold since 2019. The study estimates that the gross gaming revenue (GGR) of illegal operators now reaches 13 billion SEK ($13.64 billion) annually, with users reportedly spending 10-20 times more in unlicensed online casinos. ATG’s CEO has criticized Sweden’s current gambling laws, stating that excessive restrictions on licensed operators are creating an unfair playing field and driving users toward unregulated alternatives.
While licensed operations bring stability and quality assurance, excessively restrictive regulations can inadvertently push players and advertisers toward unregulated markets. This paradox is evident in markets like Sweden and Poland, where overly stringent policies have led to a surge in black-market activity. Thus, the key lies in finding a balance – ensuring robust consumer protection without stifling the competitive landscape for licensed operators.
In summary, while operating in the white market entails higher compliance costs, it ensures legal security and fosters player trust. Conversely, grey and black market operations may offer short-term financial gains but come with significant legal and reputational risks.
For media buying agencies, working within legal frameworks unlocks significant advantages:
- Access to bigger clients: Major iGaming brands prefer licensed agencies.
- Better partnerships: Large ad networks and platforms favor advertisers that comply with regulations.
- Higher-quality traffic: Compliance reduces fraud, improving traffic efficiency.
Many traffic sources, including Google, Facebook, and premium programmatic platforms, enforce strict iGaming policies. This means agencies that operate in compliance gain preferential access, while black-market operators struggle with bans and restrictions.
In contrast, working with unlicensed brands often leads to short-term gains but long-term instability. Black-hat media buying comes with high risk, including frequent account shutdowns, payment delays, and loss of advertiser relationships.
The Impact of Regulations on Influencer and Streaming Marketing
Strict regulations have also affected influencer marketing. In countries with tight restrictions, streamers can no longer serve as direct brand ambassadors for casinos. For example, while streamers in Tier 3 markets (regions with lax regulations) aggressively promote gambling to younger audiences, this is strictly forbidden in Tier 1 markets like the UK and France.
To adapt, agencies have found creative solutions:
- Using AI and deepfake technology to modify streamer appearances
- Replacing copyrighted music with royalty-free alternatives
- Carefully curating influencer partnerships to avoid compliance risks
These strategies help agencies continue leveraging influencer marketing without violating legal guidelines.
Conclusion
Regulation is an unavoidable reality in iGaming media buying. While it presents challenges, it also creates opportunities for agencies that know how to navigate the landscape effectively.
For media buyers, working within legal frameworks is no longer an option – it’s a necessity. The future belongs to those who can play by the rules while still outperforming the competition. Recently, RockApp has secured licenses in all regulated states across the United States, further solidifying its commitment to compliance and long-term growth in the iGaming industry.
The post The Impact of Regulatory Changes on Media Buying in iGaming appeared first on European Gaming Industry News.
La semana pasada marcó un momento clave para la industria del gaming en América Latina, con SAGSE South America consolidándose como el principal hub de innovación y alineación estratégica en la región.
Al mismo tiempo, Brasil continuó fortaleciendo su marco regulatorio y ampliando su presencia en discusiones institucionales a nivel global.
Río de Janeiro en la vanguardia: Loterj y Embratur se unen a la élite global de UN Tourism
En un hito histórico para el mercado brasileño del gaming, Loterj fue formalmente invitada, en marzo de 2026, a convertirse en miembro afiliado de UN Tourism.
El movimiento posiciona a la institución como la primera autoridad reguladora de apuestas del país en integrarse a este grupo estratégico de las Naciones Unidas.
Embratur también se sumó a la iniciativa en la misma fecha, fortaleciendo la presencia de Brasil en los debates globales sobre innovación y sostenibilidad en el sector.
Según su liderazgo, la invitación valida una estrategia centrada en conectar el entretenimiento regulado con el desarrollo económico regional.
El objetivo es utilizar el gaming legal como motor para atraer inversión extranjera y expandir la infraestructura turística.
Datos del Ministerio de Turismo de Brasil indican que la legalización del sector tiene el potencial de aumentar la participación del turismo en el PIB del 8% al 12%, además de impulsar el empleo hasta en un 20% en toda la cadena de servicios.
En el estado de Río de Janeiro, las proyecciones son igualmente prometedoras: la regulación de las Video Lottery Terminals (VLTs) y la expansión de los sport bars podrían generar alrededor de 65.000 empleos formales en los próximos dos años.
Más allá de la generación de ingresos, el modelo regulado también ha permitido importantes retornos sociales.
En los últimos tres años, Loterj incrementó en un 4.530% su presupuesto destinado a proyectos en comunidades vulnerables.
Este avance está alineado con el fuerte desempeño del turismo en Río de Janeiro, que registró sus mejores resultados en tres décadas en 2025, con 12,5 millones de visitantes, incluidos 2,1 millones de turistas internacionales.
SAGSE South America 2026: el epicentro de la innovación y el salto del iGaming en América Latina
Buenos Aires se convirtió, entre el 18 y el 19 de marzo de 2026, en el corazón de la industria del gaming en América Latina.
La 34ª edición de SAGSE South America, celebrada en el icónico Hilton Buenos Aires, reafirmó su posición como un hub clave de negocios, reuniendo a más de 300 empresas y a un público de alto nivel, con un 60% de asistentes siendo tomadores de decisión internacionales.
La cobertura exclusiva de Gaming Americas indicó que el mercado regional vivió una de sus semanas más intensas, impulsada por un nivel de madurez regulatoria sin precedentes.
El análisis de la industria sugiere que América Latina ha dejado de ser una promesa para convertirse en una prioridad de ejecución para los actores globales.
Lanzamientos tecnológicos y estrategias de penetración de mercado
El principal destaque tecnológico del evento fue BetConstruct. Bajo el liderazgo regional de Sergio Longo, la compañía presentó CHOICE, su más reciente producto impulsado por inteligencia artificial.
Se destacó que esta innovación permite a los operadores analizar el comportamiento de los jugadores en tiempo real, ofreciendo experiencias altamente personalizadas y aumentando significativamente la retención.
Por su parte, Comtrade Gaming, representada por Marcello Reis, utilizó SAGSE como una plataforma estratégica para reforzar su penetración en el mercado brasileño.
La empresa busca expandir su presencia mediante infraestructura modular y soporte local para operadores que buscan estabilidad y cumplimiento dentro del nuevo entorno regulatorio.
Grandes actores en movimiento
Otras marcas líderes también marcaron el ritmo en el Hilton Buenos Aires: Pragmatic Play, 3 Oaks Gaming, Altenar y Eightroom.
Según Henrique De Simoni, Country Manager LatAM de 3 Oaks Gaming, la presencia de la compañía en SAGSE reforzó su compromiso estratégico con el mercado argentino, considerado un pilar clave en su expansión regional.
Indicó que Argentina presenta una dinámica única, con un modelo regulatorio provincial que exige un profundo conocimiento local y una gran capacidad de adaptación.
Asimismo, señaló que participar en un evento de esta relevancia permite fortalecer relaciones con operadores, socios y reguladores, además de seguir de cerca la evolución del mercado.
Añadió que el país representa un entorno altamente estratégico, tanto por su potencial comercial como por la madurez de su audiencia y el alto nivel de engagement de los jugadores en las principales provincias reguladas.
Finalmente, concluyó que la compañía continúa sólida con 3 Oaks en su mercado principal en LATAM.
Para Eightroom, su participación en la feria SAGSE de Buenos Aires representó una instancia sumamente valiosa para fortalecer nuestra presencia en el mercado argentino de gambling online.
Según Andres Palma, CMO, “este espacio nos permitió conectar directamente con operadores y potenciales partners, generando oportunidades de networking estratégico y afianzando relaciones clave en la industria.”
“Asimismo, SAGSE fue el escenario ideal para presentar el desembarco de Eightroom en Argentina, posicionándonos como una solución enfocada en la adquisición de jugadores de alto valor, capaces de aportar crecimiento sostenido y rentabilidad a las operaciones de nuestros socios.”
Además, empresas como Oddin.gg, Betsson Group, GR8 Tech, Bwise, Lotería de Buenos Aires, Pronto Paga y muchas otras también participaron, reforzando la idea de que la industria avanza hacia un modelo de crecimiento sostenible basado en seguridad, pagos rápidos e integridad operativa.
SAGSE 2026 demostró que el mercado LATAM se encuentra en plena expansión y que la colaboración entre proveedores y reguladores es el único camino hacia el éxito a largo plazo.
Tras la finalización de esta edición, ya se confirmaron las fechas para 2027, manteniendo a Buenos Aires como un punto clave de encuentro para la industria.
SPA habilita marco de adhesión para que estados y el Distrito Federal se integren al SINAPO
El desarrollo de un entorno federal cooperativo para el sector de apuestas alcanzó un nuevo hito esta semana.
El Ministerio de Hacienda de Brasil puso a disposición el acuerdo de adhesión al Foro Nacional de Sistematización de Apuestas (SINAPO), permitiendo que los estados y el Distrito Federal formalicen su participación.
El foro fue establecido mediante la Ordenanza N.º 227/2026 dentro de la Secretaría de Premios y Apuestas (SPA), creando un espacio permanente de diálogo entre las entidades federativas para el desarrollo y perfeccionamiento de la regulación del sector.
La iniciativa busca fortalecer la cooperación técnica, promover el intercambio de mejores prácticas, mejorar la integración de datos y apoyar estrategias conjuntas relacionadas con políticas públicas de apuestas.
Entre sus objetivos también se incluyen el perfeccionamiento del marco regulatorio, el aumento de la seguridad jurídica y la transparencia, así como el refuerzo de la integridad y la protección del jugador.
Alckmin anticipa nuevas restricciones al juego online
El vicepresidente de Brasil, Geraldo Alckmin, afirmó que el gobierno federal introducirá nuevas restricciones a las plataformas de apuestas online, con especial foco en el juego móvil debido a preocupaciones relacionadas con el comportamiento compulsivo.
El anuncio se realizó durante una reunión con representantes del sector minorista, que han vinculado el crecimiento de las apuestas con la caída del consumo y el aumento del endeudamiento de los hogares.
Sin embargo, representantes de la industria han cuestionado estas afirmaciones, argumentando que no existe evidencia empírica que conecte directamente el juego regulado con el desempeño del retail.
Datos del Ministerio de Hacienda indican que la mayoría de los apostadores brasileños mantiene un gasto mensual relativamente bajo, con un ticket promedio de aproximadamente R$122.
El debate refleja crecientes tensiones entre sectores, con disputas legales emergentes sobre el impacto económico y social del gaming en Brasil.
Sportradar y BSN fortalecen alianza en Puerto Rico
Sportradar amplió su acuerdo con Baloncesto Superior Nacional (BSN), reforzando su papel en el desarrollo del baloncesto profesional en Puerto Rico a través de tecnología, datos y soluciones de integridad.
En virtud del nuevo acuerdo, la compañía mantiene los derechos exclusivos globales de datos y contenido audiovisual relacionados con apuestas, además de derechos no exclusivos de coaching y scouting.
El acuerdo también incluye servicios de integridad y herramientas de rendimiento para mejorar las operaciones y el cumplimiento normativo.
Ambas partes señalaron que la alianza busca acelerar el crecimiento internacional, fortalecer los estándares de integridad y mejorar la eficiencia operativa de cara a las próximas temporadas.
The post SAGSE lidera mientras Brasil avanza en regulación y posicionamiento global appeared first on Americas iGaming & Sports Betting News.
Last week marked a pivotal moment for the Latin American gaming industry, with SAGSE South America emerging as the central hub for innovation and strategic alignment across the region.
At the same time, Brazil continued to strengthen its regulatory framework and expand its presence in global institutional discussions.
Rio de Janeiro at the Forefront: Loterj and Embratur Join the Global Elite of UN Tourism
In a historic milestone for the Brazilian gaming market, Loterj was formally invited, in March 2026, to become an affiliated member of UN Tourism.
The move establishes the institution as the first betting regulatory authority in the country to join this strategic United Nations group.
Embratur also joined the initiative on the same date, strengthening Brazil’s presence in global discussions on innovation and sustainability in the sector.
According to its leadership, the invitation validates a strategy focused on connecting regulated entertainment with regional economic development.
The goal is to use legal gaming as a driver to attract foreign investment and expand tourism infrastructure.
Data from Brazil’s Ministry of Tourism indicate that the legalization of the sector has the potential to increase tourism’s share of GDP from 8% to 12%, while also boosting employment levels by up to 20% across the service chain.
In the state of Rio de Janeiro, projections are equally promising: the regulation of Video Lottery Terminals (VLTs) and the expansion of sport bars are expected to generate around 65,000 formal jobs over the next two years.
Beyond income generation, the regulated model has also enabled significant social returns.
Over the past three years, Loterj has increased its budget for projects in vulnerable communities by 4,530%.
This progress aligns with the strong performance of tourism in Rio de Janeiro, which recorded its best results in three decades in 2025, welcoming 12.5 million visitors, including 2.1 million international tourists.
SAGSE South America 2026: The Epicenter of Innovation and the Leap of iGaming in Latin America
Buenos Aires became, between March 18 and 19, 2026, the beating heart of the Latin American gaming industry.
The 34th edition of SAGSE South America, held at the iconic Hilton Buenos Aires, reaffirmed its status as an essential business hub, bringing together more than 300 companies and a high-level audience, with 60% of attendees being international decision-makers (C-level executives).
Exclusive coverage from Gaming Americas indicated that the regional market experienced one of its most intense weeks, driven by an unprecedented level of regulatory maturity.
Industry analysis suggested that Latin America has moved beyond being a promise and is now an absolute execution priority for global players.
Technological launches and market penetration strategies
The main technological highlight of the event was BetConstruct.
Under the regional leadership of Sergio Longo, the company presented CHOICE, its latest artificial intelligence-driven product.
It was noted that the innovation enables operators to analyze player behavior in real time, delivering highly personalized experiences and significantly increasing retention.
Meanwhile, Comtrade Gaming, represented by Marcello Reis, used SAGSE as a strategic platform to strengthen its penetration in the Brazilian market.
The company aims to expand its footprint by offering modular infrastructure and local support for operators seeking stability and compliance within the new regulatory environment.
Major players on the move
Other leading brands also set the pace at Hilton Buenos Aires: Betby, Pragmatic Play, 3 Oaks Gaming, Altenar, Eightroom.
According to Henrique De Simoni, Country Manager LatAM at 3 Oaks Gaming, “Our presence at SAGSE reinforces our strategic commitment to the Argentine market, which continues to be a key pillar in our expansion across Latin America.
Argentina has a unique dynamic, with its provincial regulatory model requiring deep local expertise and a strong capacity for adaptation.
Being present at such a relevant event as SAGSE allows us to strengthen relationships with operators, partners, and regulators, while closely monitoring the evolution of the market,” he said.
“We see Argentina as a highly strategic environment, not only due to its commercial potential, but also because of the maturity of its audience and the high level of player engagement across the main regulated provinces.
We remain strong with 3 Oaks in our core LATAM market,” concludes Henrique.
For Eightroom, its participation in the SAGSE trade show in Buenos Aires represented an extremely valuable opportunity to strengthen its presence in the Argentine online gambling market.
According to Andres Palma, CMO, “this event allowed us to connect directly with operators and potential partners, generating strategic networking opportunities and reinforcing key relationships in the industry.
Furthermore, SAGSE was the ideal platform to announce Eightroom’s launch in Argentina, positioning us as a solution focused on acquiring high-value players capable of contributing sustained growth and profitability to our partners’ operations.”
In addition, companies such as Oddin.gg, Betsson Group, GR8 Tech, Bwise, Loteria de Buenos Aires, Pronto Paga and many others were also present, reinforcing that the industry is moving toward a sustainable growth model based on security, fast payments and operational integrity.
SAGSE 2026 demonstrated that the LATAM market is in full expansion and that collaboration between suppliers and regulators is the only path to long-term success.
With the conclusion of this edition, dates for 2027 have already been confirmed, maintaining Buenos Aires as a key meeting point for the industry.
SPA makes adhesion framework available for states and Federal District to join SINAPO
The development of a cooperative federal environment for the betting sector reached a new milestone this week.
Brazil’s Ministry of Finance made available the adhesion agreement for the National Betting Systematization Forum (SINAPO), allowing states and the Federal District to formalize their participation.
The forum was established through Ordinance No. 227/2026 within the Secretaria de Prêmios e Apostas (SPA), creating a permanent space for dialogue among federal entities on the development and improvement of sector regulation.
The initiative aims to strengthen technical cooperation, promote the exchange of best practices, enhance data integration and support joint strategies related to public betting policies.
Additional objectives include improving regulatory frameworks, increasing legal certainty and transparency, and reinforcing integrity and player protection.
Alckmin signals new restrictions on online betting
Brazil’s Vice President Geraldo Alckmin stated that the federal government will introduce new restrictions on online betting platforms, particularly targeting mobile gaming due to concerns over compulsive behavior.
The announcement was made during a meeting with retail sector representatives, who have increasingly linked betting activity to declining consumer performance and rising household debt.
However, industry representatives have challenged these claims, arguing that there is no empirical evidence directly connecting regulated betting to retail downturns.
Data from the Ministry of Finance show that most Brazilian bettors spend relatively low monthly amounts, with an average ticket of approximately R$122.
The debate highlights growing tensions between sectors, with legal disputes emerging over the economic and social impact of betting in Brazil.
Sportradar and BSN strengthen partnership in Puerto Rico
Sportradar expanded its agreement with Baloncesto Superior Nacional (BSN), reinforcing its role in supporting the development of professional basketball in Puerto Rico through technology, data and integrity solutions.
Under the renewed deal, the company retains exclusive global betting-related audiovisual and data rights, alongside non-exclusive coaching and scouting rights.
The agreement also includes integrity services and performance tools to enhance operations and compliance.
Both parties indicated that the partnership aims to accelerate international growth, strengthen integrity standards and improve operational efficiency ahead of future seasons.
The post SAGSE leads while Brazil advances regulation and global positioning appeared first on Americas iGaming & Sports Betting News.
Boomerang Partners
Boomerang Partners have been shortlisted for three categories at the prestigious GamingTECH CEE Awards 2026
Boomerang Partners, a global affiliate gambling & betting marketing agency, and its Chief Marketing Officer, Anton Eshtokin, have been nominated in three categories at the GamingTECH CEE Awards 2026, including Best Affiliate Program in CEE, CEE iGaming Leader of the Year and CEE Innovator of the Year. The GamingTECH CEE Awards, which recognise the most innovative and impactful companies, products, teams and individuals across the Central and Eastern European gaming and tech ecosystem, will take place later this March. The nominations highlight the growing recognition of Boomerang Partners’ initiatives within the affiliate marketing industry.
Best Affiliate Program in CEE
Boomerang Partners is in contention for the Best Affiliate Program in CEE award, reflecting its position as one of the leading sports-focused affiliate programs in the industry. In four years, it has scaled to more than 3,000 affiliate partners (with a 10% increase in 2025 alone), supported by a strong in-house analytics department with deep sports expertise. In 2024 and 2025, the company hosted its global annual affiliate tournament, the Golden Boomerang Awards, and in September and October 2025, Boomerang launched the Golden Boomerang League, its first tournament dedicated solely to sports traffic.
CEE iGaming Leader of the Year
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, is nominated for the CEE iGaming Leader of the Year award for his strategic leadership and contribution to the company’s development. His multi-layered strategy, powered by in-house analytics and unit economics, has led several key initiatives, including the second season of the global Golden Boomerang Awards tournament and the launch of the Golden Boomerang League. In 2025, his leadership also contributed to a 194% growth in sports traffic.
CEE Innovator of the Year
In the CEE Innovator of the Year category, Anton Eshtokin is nominated for introducing innovative marketing formats and engagement mechanics in the affiliate industry. In 2025, this included further development of Boomerang’s affiliate tournaments, the launch of new sports-focused competition formats and creative brand activations at industry events. One notable example was the Boomerang Effect performances at SBC Summit Lisbon. The company also recorded an 81% increase in audience interest in sports, while two Boomerang YouTube channels received the Silver Play Button, reflecting the results of Anton Eshtokin’s strategy.
Anton Eshtokin commented: “These nominations at the GamingTECH CEE Awards are a meaningful recognition for Boomerang Partners and the work our team has been doing to push the boundaries of affiliate marketing. Over the past years, we have focused on strengthening our partnerships and continuously improving what we offer our affiliates, with the ambition to become the world’s number one sports-focused affiliate brand. Even the individual nominations attributed to me are truly a reflection of the effort, ideas, and dedication of the entire Boomerang team. I’m proud that together we continue to develop initiatives that resonate with the industry and our partners.”
The winners’ award ceremony will take place on March 24, 2026, as part of the Hipther Prague Summit. It will be held at the OREA Hotel Andels Praha (formerly Vienna House by Wyndham Andel’s Prague). Stay tuned.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners have been shortlisted for three categories at the prestigious GamingTECH CEE Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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