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Parimatch CPO: ‘We want to become a Netflix in the gambling world.’
Parimatch is building a technological entertainment platform that’s changing the face of the betting industry. The company’s goal is to move away from the classic idea of the bookmaker and become a gaming and entertainment platform. The company made its first move in the fall when it presented the new game Footboss. Parimatch CPO Sergey Berezhnoy explains how a simple session-based game is about to change the way we think of betting forever.
Footboss: the concept
The ultimate aim of Footboss is to free ten major football stadiums from the grip of invading giants. The game’s key character is the coach, whose daily task it is to train his players to take winning penalties and practice unconventional tactics.
At first glance, the game seems simple, but with every new session, players discover new ways of enhancing their skills along with their chances of winning. Randomly distributed rewards and tasks give the journey unexpected twists—always expect the unexpected: different objects, different quests, and different heroes. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”
By playing Footboss every day for just five minutes, you can upgrade the skills of your football team, learn about the vulnerabilities of your giant rivals, notch up victories, and win real prizes — Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, to name but a few.
How Footboss Refreshes the Betting World
Footboss was proposed as an exciting alternative way to promote Euro 2020. Apart from focusing on high odds, bonuses, and competitive margins, we decided to give players a variety and new emotions.
Gamification and betting is not an entirely new approach. Even the official APL app has a built-in fantasy league that mixes reality and the virtual world.
We went one step further and came up with something similar games don’t do—we intertwined the game world with the real world of football. We wanted players to have fun creating their own football story.
Thanks to Footboss, players have been returning to Parimatch not only because they want to place bets or check out the odds but also to take a break, win a match or two and get a prize in the process. The game is session-based for a reason: players don’t get stuck playing it. After a couple of boss fights, it’s easy to get straight back to whatever you were doing.
Footboss as a non-trivial bonus for players
Footboss isn’t about money; it’s more about emotions and brand loyalty. The game is entirely free. To get started, all you need is an account with Parimatch. For the gameplay, we chose the “free to play” model: the more you play, the more you progress for free. In this model, the player’s status isn’t essential—what matters is the desire to play.
We wanted Footboss players to experience new emotions when interacting with the platform. On top of emotions, we integrated loot-box mechanics to add gifts that included prizes ranging from game equipment to iPhones and MacBooks.
Immersion in the game world and a new betting experience
Footboss is a refreshing experience that combines relaxed gameplay with a love of football. Together with their team, players create footballing history as they trek through the stadiums of Europe. Although the game is pure fiction, it is saturated with football: the top player on the team is Terminalaldo, a character very similar to the real Cristiano.
We presented the unique game’s fantasy world as part of the advertising campaign being prepared for Euro 2020. The transfer of playable characters to the semi-real cinematic world increased engagement a lot more because the gaming concept proved viable despite the cancellation of the championship.
In this story, betting is more of a bonus than a necessity. The coach offers to do additional tasks such as place a bet on Esports, football, hockey, or basketball. Involvement like this helps players to progress through the game faster and get in-game items, but they don’t have to.
Reaching the competitive audience segment
Footboss got into the segment of the audience that is driven by a desire to win: players immediately competed for the number-one rating. We noticed the race in the rankings and decided to give motivated players more opportunities to prove themselves through in-game quests.
Game launch results
Over 100,000 players participated in the first version of the game, where they fought over 1,000,000 battles and completed more than 350,000 quests. For the 36 days of the promotion, players opened 405,834 loot boxes containing hundreds of real prizes from Parimatch.
Despite Footboss being session-based and designed for five minutes of gameplay, some players scored 10 hours of game playing and completed the game four times.
We consider the launch a success because we’ve given players new experiences, expanded the platform’s capabilities, and identified growth points for interaction between games and betting.
Entertainment platforms are the future
In the first test run, we only tried out ten percent of the game mechanics from our arsenal. So far, we’ve built a conditional “stadium” where new battles will unfold: new seasons and championships, quests, stories, characters, and content. We will also integrate other sports and gambling.
We are planning to add new mechanics such as PVP so that players can compete against each other. The PVP format will enhance the engagement and the variety of gameplay through fight emotions, new team lineups, item sets, and tactics. We are also thinking about integrating actual events from the world of sport connected with betting promotions.
COVID-19 has affected the whole world and has become a powerful impetus for betting to move forward. Parimatch is moving beyond the classic competition model—we’re already building a gambling entertainment products. Thanks to the game integrations, we are changing the perception of betting and giving players new emotions.
Parimatch is continuing along the path of innovation in the betting field and is already introducing exciting new approaches to gambling.
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Boomerang Partners opens the Second Half of Golden Boomerang Awards 2026 during the summer of major sports
The First Half of the Golden Boomerang Awards 2026 by Boomerang Partners is over, and this annual affiliate tournament is moving into the Second Half. The winner of the opening stage will attend the Wimbledon Championships from June 29 to July 12, 2026, the main prize of the First Half. From June 10 to July 19, the Golden Boomerang Awards will run during one of the busiest periods in the sports calendar, with events such as the FIFA World Cup and Wimbledon Championships expected to drive audience attention throughout the stage. For the Second Half, Boomerang Partners is preparing new mechanics, the next Mystery Box draw, and the main prize of the stage – a private dinner with an AC Milan Legend.
Beyond the Moment enters the next phase
The Second Half continues the main idea behind this season’s concept, Beyond the Moment. A strong start still matters, but the tournament increasingly rewards teams that can stay active throughout the competition and react quickly to key moments in the sports calendar. With updated mechanics and a packed summer schedule ahead, even new participants still have enough time to challenge the current leaders.
The Second Half changes the pace of the tournament
The start of the Second Half changes the scoring system of the Golden Boomerang Awards 2026. From June 10, each Sport FTD now brings 3 points instead of 2. This makes sports traffic even more valuable during one of the year’s busiest periods.
The stage runs alongside the FIFA World Cup and Wimbledon Championships, two events expected to generate sustained traffic throughout June and July. For affiliate teams, this creates more high-traffic periods across the calendar before the tournament enters its final stretch.
New mechanics keep the competition open
The Second Half brings new mechanics for teams joining the tournament or increasing activity during the stage. Participants entering the competition during the first 14 days of the stage will receive double points through the WELCOME BOOST mechanic until the bonus period ends.
Combined with the updated scoring system and major sports events during the stage, this gives both current participants and new teams more opportunities to close the gap and compete for the leading positions.
Boomerang Partners will also continue the Mystery Box series during the Second Half. After the first draw in the opening stage of the tournament, Mystery Box #2 will now go to 9 randomly selected active participants. This keeps additional rewards open to both long-term participants and teams that joined the competition more recently.
The main prize of the Second Half will be a private dinner with an AC Milan Legend in August 2026, continuing Boomerang Partners’ collaboration with the Club as an Official Regional Partner.
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, commented: “Closing the first stage doesn’t mean the main race is decided. The Second Half changes the tournament’s pace completely: Sport FTDs are now worth more, the sports calendar becomes even more intense, and teams still have enough space to move up quickly. We’ve already seen how competitive this season has become, but summer is where the pressure really starts. For some teams, this will be the moment to defend their position. For others, it’s the best chance to break into the fight.”
The Second Half of the Golden Boomerang Awards 2026 is now underway. As the summer sports season accelerates, affiliate teams still have time to stay active in the competition, use the updated mechanics, and improve their standing before the tournament reaches its decisive stage. Current standings, tournament updates, and registration details for both existing and new participants are available on the official Golden Boomerang Awards 2026 website. It’s TIME TO WIN THE TITLE.
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 clients’ portfolio contains 10+ brands offering affiliate and entertainment services across multiple markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.
FIFA World Cup and Wimbledon Championships are made for descriptive purposes only. Boomerang Partners is not affiliated with, endorsed by, or officially connected to these entities in any way.
10 June 2026
Altenar has received approval from the Alberta Gaming, Liquor and Cannabis Commission (AGLC), allowing the company to provide sportsbook solutions in Alberta.
The approval positions Altenar to support licensed operators and the launch of Alberta’s regulated online gaming market, expected on July, 13 2026. The province is set to become Canada’s second regulated iGaming jurisdiction after Ontario, creating significant opportunities for operators, suppliers and players alike.
As a leading sportsbook provider, Altenar plans to bring its award-winning technology, flexible platform capabilities and extensive regulatory expertise to operators entering the market.
The approval strengthens Altenar’s position in North America as the company continues to expand its regulated market footprint. Alberta is expected to play a key role in the next phase of Canadian iGaming growth, with operators focused on attracting players from unregulated channels through trusted, high-quality betting experiences.
Altenar aims to support partners with the technology, flexibility and scalability required to compete effectively in the new market while driving long-term player acquisition, engagement and retention.
Matthew Ferrara, Sales Manager at Altenar, said:
“Alberta represents one of the most exciting regulatory developments in North America, and we are delighted to be preparing for launch.
For Altenar, the priority is enabling operator partners to establish a strong, competitive foothold in a newly regulated environment. A key objective will be supporting the transition of players from grey-market platforms to regulated offerings. That requires not only a compelling product but also trust, ensuring reliability, competitive pricing, and a consistently high-quality user experience. If suppliers can help operators deliver that, they’ll play a central role in shaping long-term market dynamics.
In practical terms, success will be measured by how effectively we empower partners with a market-leading sportsbook that drives acquisition, engagement, and retention”
The conditional licence approval reflects Altenar’s ongoing commitment to meeting the highest regulatory and compliance standards while supporting operators in newly regulated markets.
About Altenar
Founded in 2011, Altenar is a leading turnkey sportsbook provider committed to meeting the unique needs of its clients. Renowned for its flexibility and customer-centric approach, Altenar specialises in customising solutions to new markets, audiences and requirements. With a focus on building enduring partnerships, Altenar aims to be the most partner-oriented iGaming software provider in the industry.
The post Altenar Received Approval to Enter Alberta’s iGaming Market appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Tom Horn Gaming has unveiled Sweet Gold 3000, a new online slot due for general release on 16 June. The company positions the game as a high-volatility title with multipliers up to 3,000x and maximum exposure of 13,900x.
Sweet Gold 3000 runs a 6×5 scatter-pays setup and introduces Tom Horn Gaming’s BlastX
feature alongside its cascade-style Shatter Wins mechanic, where consecutive wins continue through chain reactions. Random Gold Chocolate multiplier symbols can appear during spins with values from 2x to 3,000x, the company said.
The free spins feature is triggered by landing four or more scatter symbols and uses increasing multipliers. During the bonus round, players can unlock an additional five free spins by landing three extra scatters. A Free Spins Booster is also available for 1.5x the total bet, which Tom Horn Gaming says triples the chance of triggering free spins in the base game.
For players seeking direct access to bonus gameplay, the game includes Bonus Buy entry into Free Spins or Super Free Spins modes.
Ondrej Lapides, CEO at Tom Horn Gaming, said: “Sweet Gold 3000 is unlike anything else in our portfolio. We wanted to create a game that feels rebellious, energetic and visually striking while still delivering the high-intensity gameplay players are looking for today. The combination of urban graffiti culture, candy symbolism and huge multiplier potential gives the game a very distinctive personality that stands out instantly in casino lobbies.”
The post Tom Horn Gaming launches Sweet Gold 3000 slot with 3,000x multipliers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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