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CEO of Kajino Media on winning the Golden Boomerang Awards 2025, challenges and trends in the affiliate marketing industry
Boomerang Partners hosted the second annual Golden Boomerang Awards 2025 on May 20 at the iconic San Siro stadium in Milan. The brand was facilitated by its Regional Partner, the renowned AC Milan. This football club Legend Andrea Pirlo attended the event and presented awards in 11 categories.
Grand Prix, for first place in points on the sports leaderboard, went to the Kajino Media team. This main prize at Golden Boomerang Awards 2025 celebrates its incredible performance and well-deserved leadership in the rankings. CEO of Kajino Media Nikita shared the secrets of team leadership, strengths of his company and trends in the affiliate marketing industry.
Victory in the tournament
Tell us about your first emotions when you heard that your team had won the Grand Prix. What do you and your company gain from participating in such a tournament?
Hearing that our team had won the Grand Prix filled me with a rush of excitement and immense pride. For us, participating in such tournaments as Golden Boomerang Awards is an opportunity to review our work from an outside perspective. It is not only about recognition, but also about reflecting how well we are developing. It gives the team confidence, and for me as a manager, it is a confirmation that we are moving in the right direction. Plus, it’s a great way to meet other strong market players.
What SEO tactics and decisions were key to maximizing the impact of this particular tournament?
We did not pursue something new or high-profile – a deep understanding of the niche was key. Instead of experimenting, we relied on systematic work, analysis, targeted actions, and effective team interaction. These are simple things, but they have yielded the best results within Golden Boomerang Awards 2025.
This year’s GBA Awards ceremony was held for the first time in Milan, at the legendary San Siro stadium. Please share your impressions: how do you rate the level of organization of the event, and what made the biggest impression?
It was very atmospheric. The very fact that the ceremony took place in San Siro created a sense of significance. The organization was of a very high level. Everything was thought out to the smallest detail. But what impressed me the most was the energy of the community itself – it’s a rare case when strong affiliate teams that truly know the industry gather in one place.
Do you take part in any other tournaments, and if so, what sets GBA apart from the rest?
We generally refrain from participating in competitions, as we are focused on our work and have always prioritized results over awards. But GBA is a different story: we have been cooperating with Boomerang Partners for a long time, and this time we decided to try our hand at their tournament. Somehow, it turned out that we won. Oops 🙂
Business and growth
Tell us the history of Kajino.Media began. How many years has the team existed, and how did the basic structure form?
The team was formed organically. We gathered around a shared vision: to build a project where SEO works not as a service but as a product. We started in February 2023, and since then, our only priority has been the result.
The basic structure was formed gradually, with key roles filled by individuals who not only had experience but also understood the context of the niche. At the same time, from the very beginning, we focused on people – on their potential, values, and ability to think systematically. We carefully selected those who shared our vision and always aimed to grow expertise from within.
We did not build verticals for the sake of organization – we built a team capable of solving problems, developing, and scaling ideas.
Which markets have become your focus and why? How do you decide in which direction to scale?
We work in digital gaming sector, and here, the focus is determined not by GEO but by the potential and speed of change. In short, we are looking for markets where SEO is still “working” as a channel, where there is competition, but there is no oversaturation yet. When choosing a direction, we always look at the balance between the complexity of entry, potential, and margins. The choice is always based on numbers, not intuition.
What challenges have you faced in the process of increasing SEO traffic? And what solutions have proved to be the most effective?
The primary challenge is scaling without compromising quality control. In SEO, this manifests itself in the most minor details: from the site structure to link building. The more sites you have, the harder it is to maintain consistency. The most effective solution has been automation where possible and standardization where it is critical. We invested heavily in processes before we started to drive volumes. This allowed us to scale without chaos.
What allows you to stay competitive in the overheated SEO arbitration market?
Competitiveness is not just about tools or budgets; it’s also about strategy. It is about the approach. We don’t think in a cookie-cutter way and don’t repeat models that are already at the top. We test, adapt, and make decisions faster than most.
We have a small team, but everyone is an indispensable part of this mechanism. That’s why we can react quickly to changes, maneuver efficiently without bureaucracy, and maintain a high speed of decision-making.
Add to this a strong internal culture, and you have a team that doesn’t just work in a niche but forms its own approach to it.
Industry and trends
What geographies do you see as the most promising for SEO traffic in the interactive entertainment sector in 2025?
We do not look at GEO, but at behavioral patterns and market dynamics. But speaking in general, we target markets where SEO strategies can be effectively implemented. These can include both Latin American markets and some local European regions, which are usually out of the focus of major players.
What technological trends – AI, automation – have you already integrated into your work?
Automation is a must-have; it is impossible to scale in digital gaming sector without it. We have automated both technical processes (data collection, clustering, updating) and part of the content production.
As for AI, we use it in specific areas, where it brings real efficiency, not just a “fashionable” thing. It is essential not only to integrate technologies but also to build processes around them that actually enhance the result, rather than creating an extra layer of control.
Personal story
How did you get into the SEO and traffic arbitrage niche? Did you have any experience in other areas of digital before?
I have been in SEO for over 10 years. I started with freelancing, then gained experience in client SEO, followed by experience in dating, and eventually founded my own SEO agency. I worked with e-commerce, SaaS, and various monetization models. This path provided me with a strong technical and strategic base, as well as an understanding of how to build scalable systems.
Over time, I realized that the affiliate model is also close to me because the ceiling of opportunities here is only in your head. You determine where and how much to grow. This gives you a very strong internal motivation.
I came to online gaming industry consciously: this is a market with high competition, complexity, and, at the same time, a huge degree of freedom of action. There is no place for random people, success in this field demands strategic expertise and disciplined execution. For me, it was a logical next step — and at the same time, a challenge that I really wanted to take on.
What was the turning point for you that made you realize you wanted to develop Kajino Media?
After many years in SEO, from freelancing to running my own agency, I realized that I no longer wanted to be part of other people’s projects. I wanted to build something of my own, a systematic one, where decisions are made based on long-term value rather than immediate benefits.
The turning point was the realization that the affiliate model, especially in online gaming industry, has no ceiling – neither for growth nor for influence. You are responsible for the result, and form a team, approach, and culture. This is what gave a boost to the creation of Kajino Media – not just as a project, but as a platform for realizing the potential of both me and the entire team.
What advice would you give to aspiring SEOs who are just taking their first steps in digital gaming sector?
First of all, do not look for a magic formula. There is no “secret button” in online gaming industry that will bring traffic or revenue. But there is discipline, analytics, and constant work with hypotheses.
I recommend deeply understanding the niche, audience behavior, and learning how to work with data. Don’t build a “wrapper” – create a system. And do not rush to scale until you understand what works. And most importantly, don’t be afraid of competition. The competition here is high, but there is room for those who are ready to think and act one step ahead of most.
I’m incredibly grateful to Boomerang Partners for organizing such a fantastic event, as a Golden Boomerang Awards 2025 ceremony. It was a pleasure to be part of it, and we’re proud to have them as our partners. The event was a great success, bringing together amazing industry talents and creating opportunities for everyone involved. We’d like to extend a big thank you to Boomerang Partners for their hard work and dedication. Next year we will be participating in the Golden Boomerang Awards again!
The post CEO of Kajino Media on winning the Golden Boomerang Awards 2025, challenges and trends in the affiliate marketing industry appeared first on European Gaming Industry News.
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96% of SPFL players know where to find support for gambling issues after EPIC and William Hill sessions
A survey of SPFL players that attended the competition’s new gambling harm prevention education programme has shown that 96% of players are now confident that they know where to seek support if they are worried about their gambling behaviour, thanks to the knowledge provided to them as part of William Hill’s first season as title sponsors.
With the intention of ensuring that players and staff across all four divisions understand the importance of safer gambling, the programme has reached nearly 800 players and a further 160 staff members, as 37 clubs hosted talks during the 2024/25 season from two former professional footballers with their own past issues of gambling-related harm to share.
The two ex-pros – former Wales U21 and Wrexham striker Marc Williams and Scotland-capped former Liverpool defender Dominic Matteo – were seconded to clubs by EPIC Global Solutions; leaders in gambling harm prevention whose client base includes all 72 EFL clubs, MLB teams and the vast NCAA college sports network.
As a result of the sessions, alongside virtually every player now knowing where to seek support if they are worried about their gambling behaviour, 93% confirmed they now have a good or excellent level of awareness of professional athletes’ vulnerability to harmful gambling – an increase from 70% having that level of knowledge before the session.
The same post-session figure – 93% – also believed they had a good or excellent level of awareness around gambling and professional integrity, which rose from 74% before the session.
Neil Doncaster, SPFL group chief executive, said: “These figures show the real impact that EPIC’s gambling harm awareness programme has had with SPFL clubs and its players, which is great to see.
“We’ve had extremely positive feedback from our members on how informative the sessions have been and it’s excellent it has reached so many players and staff members across our game in its first season.
“We’re proud to continue to support this partnership alongside William Hill and look forward to seeing it develop further in the seasons ahead.”
Among the players to take part in the series of talks was Hibernian’s Kieron Bowie, who made his Scotland debut in Monday’s 4-0 win over Liechtenstein. Speaking after hearing how Marc Williams’ professional career was affected by issues with problem gambling, he admitted:
“In this industry, obviously you have a lot of free time; you’re in hotels overnight or you’re away on international duty and you’re left to your own devices, doing whatever on your phone. It’s easy to get roped into that, especially in this environment where there’s a lot of gambling, like cards on the buses and all that sort of stuff, so it’s easily done.
“I think seeing what he went through just reassures that that’s not the path you want to go down.”
The education programme will continue for a second season in 2025/26, with a focus on extending the audience to include SPFL clubs’ academies and women’s squads, as well as engaging with community trusts and supporter groups to ensure the message is also accessible to fans of all 42 clubs.
Per Widerstrom, CEO of evoke, the parent group of William Hill, said: “The education programme is a fundamental element of our sponsorship. It’s really important that we balance the passion of players and fans with gambling responsibly, and I am delighted to see such good progress made during our first year of sponsorship.
“We now look forward to next season and extending the programme to academies, women’s squads and supporters”
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PuK Gaming Welcomes iFerg as a Co-Owner and Strategic Investor to Drive Innovation in Mobile Gaming
PuK Gaming, a trailblazer in precision-engineered mobile gaming accessories, is excited to announce that Luke “iFerg” Fergie, a globally renowned mobile gaming content creator, has joined the company as a co-owner and strategic investor. This landmark partnership strengthens PuK Gaming’s mission to revolutionize mobile gaming with its modular ecosystem, delivering console-quality control to players worldwide.
With 10M fans across platforms like YouTube and X, iFerg brings unparalleled influence and expertise to PuK Gaming. As a co-owner, iFerg will play a pivotal role in product development, collaborating on new accessories like the PuK Thumbstick, Grips, and Triggers to enhance precision and comfort for gamers. Additionally, he will contribute to day-to-day operations, including strategic planning, content creation, and community engagement, to drive PuK Gaming’s growth in the competitive mobile gaming market.
“We’re thrilled to have iFerg join PuK Gaming as a co-owner,” said Simon Burgess, Co-founder of PuK Gaming and inventor of the SCUF® controller. “His investment and hands-on involvement will accelerate our innovation, ensuring our products meet the needs of both casual and competitive players. iFerg’s vision aligns perfectly with our goal to redefine mobile gaming.”
iFerg’s investment underscores his confidence in PuK Gaming’s cutting-edge ecosystem, which enhances touch gameplay without introducing the lag and optimization issues associated with external controller devices, offering unmatched performance in titles like Call of Duty®: Mobile and Fortnite®. As part of the partnership, iFerg will showcase PuK products in exclusive content, including YouTube series like “Rookie to Legendary” and “PuK vs Pros,” and participate in branded events, such as Call of Duty: Mobile activations, to engage the global gaming community.
“I’m beyond excited to take a leadership position, investing my time and money into PuK Gaming,” said iFerg. “Their modular accessories are game-changers, and I’m eager to work closely with the team to continue developing products that empower players to dominate. This is a huge step for mobile gaming, and I’m proud to be part of it.”
The full range of PuK Mobile Gaming hardware is shipping globally today.
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Riot Games Wraps Up V5: A Landmark Celebration of VALORANT’s Five-Year Journey in South Asia
Five years ago, VALORANT arrived in South Asia with a simple promise: to deliver clutch gameplay and high-octane FPS hero shooter action. What followed was far more – late-night team talks in dorm rooms, friendships built in cyber cafes, taunts turned into inside jokes, and a vibrant community that made the game unmistakably their own. This month, on VALORANT’s 5th anniversary, Riot Games brought that journey full circle with V5, a campaign built as a tribute to every South Asian player who made VALORANT more than just a game.
V5 was designed to be a true reflection of the players, a campaign that lived in the same spaces they do: on their campuses, in their cafes, and on their timelines. Rooted in cultural nuance, it celebrated the reality of the player experience through animated shorts based on real stories, UGC-driven content, murals, college activations, and a host of community-driven celebrations.
“V5 is our ‘Thank You’ to a generation of players who made VALORANT their own,” said Arun Rajappa, Country Manager, Riot Games India & South Asia. “Whether you’re top-fragging in ranked matches or reminiscing over your first LAN, this campaign is about your story. We wanted V5 to reflect the unique way South Asia has embraced VALORANT. The response has been uplifting, and it only reinforces why we build with community at the center.”
At the heart of it all was the V5 key visual, a vibrant and colorful tapestry of South Asian gaming culture. It was as much about memory as it was about mood: a steaming cup of chai to honor the all-nighters, subtle nods to LAN café setups that birthed both rivalries and friendships, and the unmistakable “NHK?” (“Nahi ho raha kya?”) jibe, which has become part of the everyday VALORANT vocabulary across the region. This logo was a visual time capsule, recognizable, relatable, and a proud representation of the region’s gaming culture..
As part of V5’s on-ground presence, Riot reimagined the streets of Mumbai, Delhi, Gurgaon, and Kota with an OOH (Out-of-Home) campaign that didn’t just speak to the community, it spoke like them. Across Gurgaon, Mumbai, and Delhi, LED billboards lit up with iconic in-game callouts like the playful jibe “Kal aana kal” and the ever-reliable pre-round “Skin dede bro!” phrases that have become part of everyday VALORANT banter. In Kota, the campaign took a hyperlocal twist, with traditional billboards across high-traffic areas. What made the campaign stand out was that these callouts weren’t just written for the community; they were voted on by them, turning the streets into shared arenas of recognition and pride.
One of the most timely and playful moments of the V5 campaign landed on June 2 — the day IIT-JEE Mains results were announced, a high-pressure milestone for millions of students across India. Seizing this cultural flashpoint, Riot rolled out ‘VAL Toppers’, a cheeky twist on the way coaching centres in cities like Kota celebrate academic success. But instead of JEE rankers, these billboards spotlighted Radiant-ranked VALORANT players, honoring them with the same visual fanfare usually reserved for exam toppers. With VAL Toppers, Riot offered a tongue-in-cheek nod to South Asia’s competitive spirit, proving that top-tier aim and top-tier ambition can shine in very different arenas.
The campaign made its presence felt at the VCSA Split 2 finals, where VALORANT set up an open-access booth at the Phoenix Market City, Mumbai. Visitors, many new to the game, got hands-on with VALORANT and a lot of exciting swag like custom marshmallows featuring their favourite agents and t-shirts capturing elements of V5. It was a low-barrier, high-impact entry point that turned casual curiosity into active interest.
To close the campaign, Riot hosted V5 Game Night at ApeCity, India’s first org-led gaming cafe in Navi Mumbai, transforming it into a celebration zone with friendly showmatches, video games, and a comedy set by popular comic Raunaq Rajani. It was a final nod to the players who built the community and a call to those who’ll define what comes next.
According to the Lumikai State of India Interactive Media and Gaming Report FY24, India’s gaming market generated $3.8 billion in FY24 and is projected to grow to $9.2 billion by FY29. With 66% of gamers coming from non-metro cities and 43% being first-time earners aged 18–30, the data reflects gaming’s growing cultural and economic weight. V5 is a reflection of this moment, when games stop being pastimes and start becoming part of how an entire generation communicates, celebrates, and connects.
V5 ultimately proved that VALORANT in South Asia is lived, embedded in comms, cafe walls, student timetables, and weekend routines. And now, it has cemented its place in India’s entertainment mainstream.
The post Riot Games Wraps Up V5: A Landmark Celebration of VALORANT’s Five-Year Journey in South Asia appeared first on European Gaming Industry News.
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