Latest News
Industry veteran Mery Blomqvist to spearhead global marketing efforts for Ellmount Group

Following the recent changes to both our brands casinoroom.com and highroller.com, we are thrilled to announce Ellmount Group’s new CMO, Mery Blomqvist. Mery is an experienced marketeer with a passion for iGaming. Together we are sure we will take the next important step in our quest to become the number one casual light online entertainers in the industry.
Ellmount Group CEO, Claes af Buren says: “With Mery on our team, we now have all the brain capacity we need to up the game even more, and meet the great demands of the future in iGaming head-on. We focused greatly last year on improving our products to meet the high demands of our customers. This year we aim to focus on getting more players to enjoy our fun and safe, entertaining online casinos. I am so pleased to welcome such a talented marketer on board since this is where she excels.”
Ellmount Group CMO, Mery Blomqvist added: “Ellmount is a great company, with strong values, an inspired vision, and first-class product. I am super excited to be joining the group at a very exciting time, where we are looking to level up and expand our brands’ presence in what has always been a fast-moving industry. Success in this industry results from many variables, and as Claes mentioned, many of these have been addressed, and more improvements are on the way. But, complacency is the enemy of progress, so we shall not be resting on our laurels. Looking forward, not only will we be bringing more players to the brands, but we shall also be bringing light online entertainment to the forefront of a wide and varied range of customers’ minds. Where we lead, others will follow.”
About Ellmount Gaming
Ellmount Gaming is the future of light online entertainment, and the official operating company for the two world-class brands, CasinoRoom.com and HighRoller.com. Both brands offer players an abundance of games designed to suit all playing styles and stakes. Established in 2005 with an innovative and entrepreneurial edge, Ellmount is a Swedish-founded company, with its headquarters located in the heart of Stockholm, and a further six offices worldwide, including Malta, Serbia, Curacao, Costa Rica and LA.
The group takes great pride in the job of delivering light entertainment seriously. Customers can enjoy their gaming happy in the knowledge that the group puts a significant emphasis on responsible gaming and actively encourages players to play safely, happily, and by the rules. Customers will not be disappointed by the 24/7, 365 days a year customer support with intimate knowledge gained from years of dedication. A consolidated effort from over 80 employees covering 14 nationalities deliver pinpoint solutions for web, CRM and its own back-end platform.
Ellmount Group CEO Claes af Buren comments: “What makes us unique is that we have a top of the line affiliate business in Spikeup combined with our own performance marketing platform, and two strong casino brands. At the heart of all this sits our BI unit that gives the group the insights required to give our playing customers not just what they want… but also what our B2B customers need in order to have their online casinos performing the way they want them to.”
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BETesporte Reinforces Commitment to Sports with Major Investments Across Brazil

Investment in championships, clubs, and national teams expands media assets and positions BETesporte as a key player in Brazil’s sports market.
BETesporte, a betting platform that proudly carries “sports” in its name, is reaffirming its leadership in the industry by reporting consistent investment results over the past four months. While most betting platforms generate the majority of their revenue from online games (virtual casinos), BETesporte stands out as one of the few where sports betting leads the way — accounting for 65% of its total revenue, compared to 35% from online games. This figure directly reflects its brand strategy and commitment to strengthening Brazilian sports.
“Over the last four months, we’ve consolidated our presence on multiple fronts, focusing on strategic returns and high-quality visibility. We’ve sponsored several state championships in all regions of the country, including the Paulista, Paranaense, Carioca, Alagoano, Gaúcho, Pernambucano, Cearense, Catarinense, Baiano, and Mineiro tournaments, as well as the highly engaging Copa do Nordeste. We’ve also invested in Series A and B of the Brasileirão, placing our brand on Brazil’s biggest football stages and ensuring mass exposure with a high value per impression. It’s a strategic allocation of resources designed to generate brand impact and strengthen the Brazilian sports ecosystem,” said Thiago Carvalho, CFO at BETesporte.
Among the platform’s most notable recent acquisitions is brand exposure during Brazil’s national team matches in the World Cup Qualifiers — a move that reinforces BETesporte’s presence on the global football stage and strengthens its connection with fans during highly visible moments.
“We truly believe in the power of sports as a driver of connection and engagement. At BETesporte, we’re constantly investing in improving our platform with new features and more real-time betting options. Our marketing plan is performance-oriented: we aim to energize Brazil’s sports scene through active sponsorships in Series A and B of the national league — with master sponsorships, LED field displays, and direct club support. We bet on sports both as a passion and a business,” added Danylo Campos, CTO of BETesporte.
Beyond football, BETesporte is expanding its social impact by supporting up-and-coming athletes, providing financial assistance to help them compete and grow in sports like kickboxing, table tennis, and jiu-jitsu — an initiative that helps uncover new talent and democratize access to high-performance sports.
The company also maintains partnerships with traditional clubs like CRB, CSA, and Volta Redonda, reinforcing its regional presence and boosting local fanbases with strong community ties.
BETesporte’s credibility is further strengthened by the presence of legendary Brazilian football figures as brand ambassadors, including Zico, Vampeta, Diego Souza, and Macaé — personalities who bring even more legitimacy to the company’s presence in the sports world.
The post BETesporte Reinforces Commitment to Sports with Major Investments Across Brazil appeared first on Gaming and Gambling Industry in the Americas.
California Gambling Control Commission
California Gambling Control Commission Advances Licensing, Tribal Partnerships, and Responsible Gaming Initiatives

Sacramento, CA — In a meeting packed with regulatory updates and licensing decisions, the California Gambling Control Commission (CGCC) convened on April 24 to advance numerous agenda items impacting the state’s gambling landscape—from tribal gaming approvals to responsible gambling programs and operator renewals.
Problem Gambling & Public Health Takes the Stage
The Commission meeting opened with a presentation by Sosha Marasigan-Quintero from the California Department of Public Health, offering an overview and update on the California Problem Gambling Treatment Services Program. While no specific staff recommendations were provided, the update underscores California’s continued focus on behavioral health in gambling.
Tribal Revenue Distribution Approved
The Commission approved the quarterly distribution of payments from the Revenue Sharing Trust Fund to eligible recipient Indian Tribes. This routine, yet vital, procedure ensures the equitable distribution of revenue to support tribal sovereignty and infrastructure across the state.
Cardroom Licensing: Approvals and Extensions
Among key licensing matters:
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500 Club Casino (K & M Casinos, Inc.) received both initial and renewal owner-type license approvals through January 2027.
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Casino Chico, Hollywood Park Casino, and Lake Bowl Cardroom were granted renewals and short-term extensions, some with conditions such as improving record-keeping systems or ensuring regulatory compliance ahead of reopening.
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Hotel Del Rio & Casino was granted a 60-day extension under several strict conditions, including updated safety plans and the restatement of commingled financial records.
Key Employee Licensing Actions
The Commission approved several initial and renewal key employee licenses. Notably:
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Jeffrey Thompson was approved with a condition prohibiting involvement in illegal gambling activities.
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Kevin Lee and George Rahme received 120-day extensions for renewal processing.
Third-Party Proposition Player Services Under Scrutiny
The Commission approved both initial and temporary licenses for Fortune Players Group, Inc., with a lengthy list of conditions tied to the conduct of a former associate, Rene Medina. These conditions highlight the Commission’s ongoing vigilance in monitoring third-party player services and maintaining compliance across operations.
Progressive Gaming, LLC was also approved for an initial license, further expanding third-party service provider capacity.
Gaming Resource Suppliers & Tribal Approvals
Initial suitability findings for several prominent tribal gaming resource suppliers were approved, including:
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HCAL, LLC
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JCM Global
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Konami Gaming, Inc.
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PDS Gaming, LLC
Dozens of tribal gaming employees were also approved for key positions at tribal casinos across California, reflecting the Commission’s continued support of tribal gaming operations and the necessary workforce to support it.
Notable Withdrawals and Denials
In two notable cases, requests to withdraw license applications—Josephine Hoang and Jesus Bojorquez—were denied, signaling the Commission’s increased scrutiny and emphasis on applicant accountability.
A Broader Look Ahead
With regulatory reform on the horizon and ongoing efforts to promote responsible gaming, the April 2025 CGCC meeting showcased a mix of routine license management and deeper engagement with emerging compliance issues. As the Commission prepares for the next quarter, the groundwork laid in this session will likely influence policy developments and enforcement trends across California’s gambling sector.
The post California Gambling Control Commission Advances Licensing, Tribal Partnerships, and Responsible Gaming Initiatives appeared first on Gaming and Gambling Industry in the Americas.
Latest News
Trends in affiliate marketing in 2025 from Boomerang Partners: AI, Personalized Engagement, Crypto, Betting, and Tournaments

Affiliate marketing in 2025 has evolved far beyond just boosting traffic or generating clicks — it’s now all about building value-rich ecosystems and partnerships where each user interaction is fine-tuned for maximum relevance and effectiveness.
Boomerang Partners, a rapidly growing global brand behind the annual Golden Boomerang Awards for affiliate teams around the world, shares insights about the key trends of 2025 in the affiliate marketing industry. These trends are driven by advancements in AI, blockchain, and personalization technologies.
AI-powered optimization
Advanced AI tools empower affiliates to launch highly personalized campaigns on a large scale. By analyzing user behavior in real time, these tools help marketers anticipate user intent and deliver customized content that speaks directly to distinct audience needs.
With AI-powered tools, affiliate managers can plan, execute, and evaluate campaigns with minimal human intervention. This saves time when adjusting strategies and making data-driven decisions.
Personalized engagement
Using data on user behavior and preferences, affiliate managers tailor content, advertising campaigns, and product recommendations. This leads to increased engagement and conversions.
AI-powered personalization relies heavily on real-time insights into user behavior. Key elements include maintaining contextual relevance, steering clear of excessive segmentation, and optimizing content dynamically. Instead of relying on fixed strategies, marketers now continuously refine campaigns using live data. To maximize impact, marketers should combine AI solutions with A/B testing processes, forming a feedback loop that enhances content effectiveness with each iteration.
Crypto betting boom
In 2025, integrating cryptocurrencies into iGaming affiliate marketing will become increasingly prominent. This trend is fueled by industry growth and the increasing adoption of blockchain technology. Using cryptocurrencies such as Bitcoin and Ethereum increases the security of transactions and provides exposure to an international audience. Cryptocurrencies also open up new revenue streams and foster innovation in the field.
Affiliates integrating cryptocurrency into their platforms have seen advantages like quicker payment processing, reduced transaction costs, and enhanced security. Built on decentralized technology, crypto promotes greater transparency, helping to foster trust compared to conventional centralized financial systems.
Affiliate tournaments
Industry tournaments boost brand visibility and help build strong affiliate communities. Affiliate tournaments have become a trend in the industry. They are mainly organized by affiliate programs and feature valuable prizes — from iPhones and MacBooks to luxury cars and cash rewards. Boomerang Partners took it a step further by launching the annual Global Boomerang Partners Awards.
This year, Boomerang Partners is hosting its second annual tournament for affiliates worldwide, the Golden Boomerang Awards 2025, it runs through May 11. More than 400 teams are participating. Monthly prizes are given out for completing intermediate tasks. The top 30 contestants will reach the finals and compete for 11 awards, including the Grand Prix. They will also be able to attend the global networking event in Milan at San Siro. Registration for the tournament is open until May 5. There’s still time to register before the final prize drawing on May 3. The organizer will ensure the fulfillment of dreams. The winner will choose how to use the prize – for travel, education, or a top device.
Join Boomerang Partners and the Golden Boomerang Awards 2025.
About Boomerang
Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Betting Partner of AC Milan and collaborates with women’s football star and influencer Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards 2024, the first annual global affiliate tournament. Boomerang Partners’ betting segment surged 5x, and gambling — 2x in 2024. Its affiliate program demonstrated a 120% increase in partners, and the number of sports betting offers surged more than 6 times. Six new products were launched by Boomerang in 2024, which contributed to an almost 1.5-fold increase in product users.
Boomerang’s portfolio contains 15+ gambling brands, including sportsbooks. They cover over 35 GEOs and offer a wide range of betting options with favorable odds. These products provide personalized bonuses and 24/7 multilingual support.
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