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.

It didn’t happen all at once. At first, most Swedish players simply adapted to the new regulatory framework. Then, gradually, something shifted. In practice, more users started looking beyond local options — and today, a growing number are choosing betting sites without Swedish license.

The reason isn’t just frustration. It’s more layered than that. Restrictions play a role, of course, but so do expectations, habits, and the way international platforms operate. Some players want more flexibility. Others just prefer fewer limitations when placing bets. Either way, the direction is clear.

For a broader industry perspective, the Financial Times has also covered how offshore-structured betting companies operated around Swedish rules, which helps illustrate why the tension between strict regulation and player flexibility has existed for years.

The Current Landscape of Gambling Regulation in Sweden

To make sense of this trend, it’s worth stepping back and looking at how the Swedish system is structured today. On paper, it’s one of the more controlled environments in Europe.

How the Swedish Licensing System Works

Sweden operates under a national licensing model where operators must meet strict requirements to legally offer services to local players. The system is designed to create transparency and reduce risk.

In reality, though, it also standardizes the user experience. Every licensed operator follows the same core rules — which means fewer variations across platforms.

From a regulatory perspective, it works. From a player’s perspective, it can feel a bit limiting over time.

Key Restrictions for Licensed Operators

This is where the differences become noticeable.

• A single bonus per player is allowed
• Mandatory connection to the Spelpaus self-exclusion system
• Tight control over advertising practices
• Certain limits affecting deposits and gameplay behavior

Having said that, these measures are not arbitrary. They are meant to protect users. Still, for more experienced bettors, they can feel restrictive rather quickly.

Why Players Are Exploring Alternatives

So what’s pushing players to look elsewhere? Not one thing — but a combination of factors that, together, make offshore platforms more appealing to certain users.

On one side, Swedish regulation provides structure and safety. On the other, it reduces flexibility. And that trade-off is exactly where alternatives start to gain attention.

From what we’ve seen when comparing different operators, a few consistent patterns emerge.

Key Reasons Behind the Shift

• More frequent bonuses
  Outside Sweden, promotions are not limited to a single welcome offer. Reload bonuses, cashback, and recurring incentives are far more common.
• Wider betting markets
  International platforms often include niche sports, smaller leagues, and alternative betting formats that are not always available locally.
• Higher betting limits
  For players placing larger wagers, this becomes relevant quite quickly. Local limits can feel restrictive after a short time.
• More flexible payment options
  Crypto, international e-wallets, and alternative banking solutions are typically easier to access outside the Swedish system.

That said, it’s not about one option being objectively better. It really depends on what the player values most — control or flexibility.

Key Differences Between Swedish Licensed and Non-Licensed Sites

Looking at it this way, the contrast is quite clear.

At the same time, numbers only tell part of the story. What matters is how these differences affect the actual experience — and that varies from player to player.

Potential Risks and Considerations

Of course, there’s another side to this shift. And it’s important not to overlook it.

When players move outside the Swedish system, they also move outside its protections. In practice, more freedom comes with more responsibility.

What to Keep in Mind

• Licensing standards vary across jurisdictions
• Player protection tools may be less strict
• Dispute resolution processes are not always the same
• Terms and conditions can be more complex

We’ve seen both sides. Some platforms run smoothly, with clear processes and fast payouts. Others… less so. Often, the difference comes down to small details in the terms that aren’t obvious at first glance.

A useful industry perspective can be found in Yogonet’s “At the limit: where to draw the line on stake and deposit limits”, which links Sweden’s strict rules with the rise of offshore gambling. 

How to Choose a Reliable Platform

For players who decide to explore these alternatives, choosing the right platform becomes essential. And honestly, this is where many mistakes happen.

Based on our comparisons and testing, a few checkpoints stand out.

Step-by-Step Selection Approach

Step 1: Check the license
Look for established authorities such as the Malta Gaming Authority or similar regulators. It’s not a guarantee, but it’s a strong starting point.

Step 2: Review payment methods
Reliable platforms are transparent about deposits and withdrawals. If the process is unclear, that’s usually a warning sign.

Step 3: Evaluate customer support
Fast, clear responses make a difference — especially when something goes wrong.

Step 4: Assess betting markets
Depth matters more than quantity. A consistent, well-structured offering is often better than an oversized one.

Responsible Gambling Still Matters

Even outside regulated systems, responsible gambling should remain part of the equation.

At the same time, without centralized tools like Spelpaus, players need to rely more on their own limits. Some platforms offer internal controls — deposit caps, session reminders — but they are not always standardized.

In the end, awareness becomes more important than regulation.

Final Thoughts

Ultimately, the shift toward non-Swedish licensed betting sites reflects a broader change in player behaviour. People are comparing more. Testing more. Looking beyond what’s immediately available.

On the other hand, regulation still plays a key role in trust and security. So this isn’t a one-direction trend — it’s more of a balancing act.

From what we’ve observed, the decision usually comes down to priorities. Some players prefer structure and safeguards. Others lean toward flexibility and variety. Both approaches coexist. And realistically, they will continue to.

The post Why Swedish Players Are Turning to Betting Sites Without a Swedish License appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

The studio is celebrated for its remarkable visual artistry with Pinatas Festival in the “Game Design & Art Direction” category, paired with a Game of the Year nomination for its popular title, Joker Winpot.

Two titles from ELA Games have received nominations in significant categories at the forthcoming SBC Awards.

A major highlight in the iGaming calendar, the SBC Awards Europe honor and celebrate the skill and creativity of the top suppliers and operators in the industry. The 2026 awards will take place at the Xara Lodge in Malta, expected to be a remarkable event featuring the industry’s leading innovators. Receiving these nominations reinforces ELA Games’ goal to revolutionize slot development for the European market via the distinctively engaging stories and intricate visuals of its games.

Among the studio’s most dynamic releases so far, Pinatas Festival has been acknowledged in the Game Design & Art Direction category, highlighting its festive theme, strikingly contrasting colored symbols, and energetic celebratory animations. Alongside it, Joker Winpot, selected for the Casino Entertainment – Game of the Year category, has excelled for the studio. The game features a meticulously crafted Joker on the reels, enchanting players with his playful yet somewhat sinister presence, expertly combining traditional casino visuals with the suspenseful excitement of the iconic Winpot mechanism.

Marharyta Yerina, Managing Director at ELA Games, commented on the nominations: “We are very pleased to be recognized by the SBC Awards in two such competitive categories. I personally love both of these games because they both feel incredibly distinct and full of character, the bright colours of Pinatas Festival make it feel like it is jumping out of the screen, so I am especially happy to see them up for awards. To also have Joker Winpot nominated for Game of the Year is a fantastic validation of the amazing Winpot mechanic.”

The winners will be revealed during the official SBC Awards ceremony on April 30th, where guests will come together to network and view the industry’s most thrilling new games showcased.

The post Pinatas Festival and Joker Winpot Earn SBC Europe Nominations for ELA Games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.