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Coexistence of physical and digital – a story of 2020 betting business
Isaac Asimov beautifully described an overlapping relationship between physical and digital, eventually leading to the unifcation of the two in a god-like creature. Does the betting business story end like this?
by Ivan Rozić, SVP of Global Sales and Business Development at NSoft
In November 1956, Isaac Asimov published a science fction short story called “The Last Question” which beautifully describes an overlapping relationship between physical and digital eventually leading to the unifcation of the two in a god-like creature.
Slowly but steadily, we have been following this path for decades, but 2020 has shown us physical and digital are still very much separated.
Betting business in 2020 – a prequel
With huge countries such as the USA, Brazil and India starting to open up and regulate gambling and betting, 2019 was a big morale booster to the entire igaming industry and growth throughout 2020 was inevitable for everybody involved. But instead of launching all those new projects, operators and suppliers alike were left reinventing their existing solutions for a new world we started living in from the early days of 2020.
With the physical aspect of our lives so abruptly taken from us, each and every person in igaming immediately scratched every retail-oriented project and started working on the digital. Virtual games and esports frenzy set the stage for the following months during which operators tried their best to provide desperately needed content for punters and providers followed suit.
Endless video calls during which we all came to a profound understanding of prof. Robert Kelly and his famous live interview for BBC were all based on digital. NSoft, being a virtual games provider, was going above and beyond in supporting existing and new partners with additional online content. Not only did we form and dedicate additional teams for all online integrations of our content but we also gave our in-house virtual games completely free of charge during April and May.
What 2020 have brought to us and what we have learned
At this point, NSoft’s monthly revenues were tarnished as we were heavily dependent on our partners’ retail business. Needless to say, we were able to fully sympathize with all of our partners which lost big chunks of their business due to lockdowns.
Steadily, COVID’s grip on the physical started to loosen in most of the markets and NSoft’s revenues sprung back to life fueled by our record online numbers. But we at NSoft are very much aware that we are still far from seeing retail business as it once was. The physical part of our lives is still but a shadow of what it once was and it will take a long time to get back to the pre-COVID world we all long for. So we drew some important lessons which will help us navigate the deep waters we are all in.
Lesson one – online frst sportsbook solution
NSoft is one of the few sportsbook solution providers in the market which is able to integrate and adapt to any third-party online platform. Our prematch and live solutions are running on multiple platforms at the moment attracting new users for our partners who were previously casino-oriented. During 2020 we decided to heavily invest in the digital aspect of our sportsbook solution by adding cashout, backend AI models and a completely new UI for all of our existing and new partners.
We aim to provide a top-of-the-line sportsbook solution that gives the operator ease of mind regardless of its size and ambition. It can be integrated as an iframe solution with customized frontend design done by NSoft or as an API-based solution ideal for UI savvy companies looking to build their own unique frontend.
You can handle your own risk management or put your trust into the industry-leading MTS solution brought to you by NSoft and Sportradar. Either way, you will receive a completely bespoke solution carefully catered to your needs with dedicated teams working on your project.
Lesson two – physical does not become digital on its own
For the last decade, NSoft’s virtual games have revolutionized retail business for our partners across the globe. We have seen NSoft’s virtual games growing retail businesses across Europe, Africa and Latin America regardless of punters’ habits and local specifcities. Game design, the retail platform’s stability and vast experience in handling operational headaches that retail operators go through made our virtual games an essential source of additional revenue for all our partners.
Unfortunately, the transition of this content into digital was not as successful, mostly due to our previous focus on making the virtual games portfolio perfect for the retail environment.
Throughout 2020 all of our virtual games went back to the drawing board. Our in-house teams of experts worked hard to learn from digital users’ behaviour on our virtual games and incorporate their direct and indirect feedback into a fresh digitally oriented spinof of our most popular virtual content. We are now ready to “unleash” them to production with all of our existing and new partners and witness a true digital transformation of revenue-driving powerhouses like Lucky Six, Roulette, Virtual Penalties and many more.
Lesson three – physical will be back
As mentioned earlier in this article, we are still very far from digital and physical unifcation, which means retail will be back to full strength. It’s hard to predict whether it will take months or years to get there, but we are already working hard to greet everybody back by making our Seven retail platform more fexible than ever. NSoft’s in-house products already featured in Seven retail platform have already proven themselves on the ground with our pre-match and in-play betting solutions running on tens of thousands of devices across more than 40 markets worldwide.
This includes a vast network of betting terminals which will surely drive retail for years to come. With our in-house products already going from strength to strength over SSBTs, we decided to open our retail and SSBT platform to third-party products. You can now utilize NSoft’s state-of-the-art hardware peripherals management which cuts years of development and millions in investments needed to support the range of printers, scanners, bill acceptors, card readers and monitors. NSoft already supports it all and keeps adding more.
Finally, 2021 will be all about getting back to business as usual, but the lessons learned throughout 2020 will undoubtedly impact the igaming industry for years to come.
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LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential
New research from LoopMe, the global leader in brand performance, reveals that consumers are twice as likely to use GenAI for search (x2 in the US and x2.2 in the UK), while it’s nearly three times in Australia (x2.7).
As AI redefines online behaviour, and the enormous implications this has for brand visibility and advertising, the solution may lie in mobile gaming. While the adoption of AI tools is leading to a decline in clicks and associated site traffic, the story is different in gaming. This channel is on the rise, offering a scale that encompasses all demographics, alongside engaged and receptive audiences.
LoopMe surveyed 66,819 consumers across Australia, the United Kingdom, and the United States to gauge GenAI usage. The data shows the majority are now using these tools daily or at least several times a week (US: 56%, UK: 55%, Australia: 57%). For those using tools daily, similar patterns emerge, with approximately three in ten adopters falling into this group (Australia: 27%, UK: 29%, US: 30%).
Nearly one-fifth of GenAI users across all three markets report spending less time browsing the web because of AI tools (US: 19%, UK: 20%, and Australia: 22%). Even among infrequent GenAI users, there’s a move away from traditional search, resulting in web browsing falling by 19%-50% across the markets. This shift isn’t limited to specific demographics but plays out across all age groups, indicating a move towards embracing AI and a corresponding reduction in browsing time to varying degrees.
Nearly a third of users (28% in the US and 30% in Australia and the UK) across all three countries cite ‘getting answers faster’ as the number one benefit of GenAI. This reduction in browsing time online is freeing them up for other pursuits. And one of these appears to be more time for gaming: In Australia, 18% cited that they are spending more time on mobile gaming, while in the US, it’s 19% and rising to 21% in the UK.
Again, this is a trend across all age groups and markets. While the greatest shift in the UK is seen among 18-24-year-olds, with 62% spending more time on mobile gaming rather than less, in the US it’s the 25-34-year-olds (40%). Meanwhile, for Australians, it’s the 35-44-year-old demographic (58%). However, growth is being experienced across all age bands, with all three countries seeing strong mobile gaming growth even among the 55–64-year-olds.
This growth can also be seen among infrequent GenAI users too. In the US, there is a 40% net difference between those casual GenAI users who spend more time gaming and those who spend less, rising to 55% in Australia and 71% in the UK.
When asked about streaming games, there is more preference among younger age groups. While there are country variations, the 18-24 and 25-34-year-old age groups are the heaviest users of streaming games, and these groups will likely drive its future potential.
“What the research highlights is the advertising opportunities opening for brands as gaming becomes a key route to market. This is a medium that’s being embraced by all age groups and all demographics. And it’s increasing among frequent AI users as well as more casual ones, offering brands the potential to get in front of audiences that other channels might not serve well,” commented Stephen Upstone, CEO & Founder at LoopMe.
“We’ve found that gamers are more than three times as likely to be receptive to advertising in this environment compared to the mobile web. And because audience value and the opportunities gaming offers are out of alignment with current advertising investment in the channel, this lack of competition only adds to its attractiveness. As digital advertising adjusts to this era of AI, mobile gaming is shedding its bit player role and moving centre stage, delivering scale and reach that competes with traditional broadcast channels.“
The post LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential appeared first on Gaming and Gambling Industry Newsroom.
Boomerang Partners
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.
For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:
International Gaming Awards:
- Affiliate Marketing Campaign of the Year
- Charitable Community Award (Golden Boomerang Awards – Charity)
European iGaming Awards:
- Charity Award (Golden Boomerang Awards – Charity)
- Affiliate Company Of The Year
- Best Live Event Marketing Campaign (Golden Boomerang Awards)
Global Gaming Awards – EMEA 2026:
- Affiliate Program of the Year
What’s next
Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.
Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:
- ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
- ‘Social Media Campaign of the Year’ at the SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025
And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.
How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the 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. 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 13+ 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 has been included in 3 prestigious industry Awards, which will be presented in January 2026 appeared first on Gaming and Gambling Industry Newsroom.
Latest News
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.
For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:
International Gaming Awards:
- Affiliate Marketing Campaign of the Year
- Charitable Community Award (Golden Boomerang Awards – Charity)
European iGaming Awards:
- Charity Award (Golden Boomerang Awards – Charity)
- Affiliate Company Of The Year
- Best Live Event Marketing Campaign (Golden Boomerang Awards)
Global Gaming Awards – EMEA 2026:
- Affiliate Program of the Year
What’s next
Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.
Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:
- ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
- ‘Social Media Campaign of the Year’ at the SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025
And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.
How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the 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. 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 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
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