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Boomerang Partners case study: The Belg Group PPC founder, Belg Lazarov, shares his experience of participating in the Golden Boomerang League
Reading Time: 4 minutes
From September 1 to October 31, Boomerang Partners is hosting the Golden Boomerang League. This new sports traffic tournament is open to both existing and new partners of the company. To qualify for the final prize draw, participants must generate 20+ sports FTDs across brands within the Boomerang portfolio. The grand prize includes automatic qualification for the third season of the annual global traffic tournament for affiliate teams – the Golden Boomerang Awards 2026. As the Official Regional Partner of AC Milan, Boomerang Partners is also offering 2x AC Milan Experience packages, including flights, accommodation, and tickets to an AC Milan match at the iconic San Siro Stadium in Milan.
One of the successful participants of the Golden Boomerang League 2025 is belg.group — a top-tier digital lab specializing in traffic generation. Belg Lazarov, CEO and Founder of the company, gave an interview in which he shared his team’s impressions of participating in the tournament and discussed its competitive advantages in the affiliate marketing industry.
1 What did participating in the Golden Boomerang League mean to you – what was the key motivator for joining the tournament?
For us, the Golden Boomerang League was a real breath of fresh air. Our daily work is engaging, but it can get routine at times. A tournament like this reignites that competitive spark, adds a new dynamic to our workflow, and motivates the team to give it their all. And of course, the chance to win some great rewards and gain recognition makes the whole event even more appealing. It’s the perfect mix of a professional challenge and a thrilling experience!
2 How would you evaluate the Golden Boomerang League format, where only 20 sports FTDs are needed to qualify for the final prize draw?
We think the 20 FTDs threshold to qualify for the prize draw is very well-balanced and accessible. Based on our analysis of the competition this time, the bar could have been set higher, but the current level makes the tournament attractive for a wide range of participants. It’s a great opportunity for teams of all sizes to prove themselves in a high-profile event without feeling like there’s an insurmountable barrier to entry.
3 To what extent do you believe such tournaments help affiliate teams grow and boost their performance?
Tournaments like these are more than just a competition; they are a powerful catalyst for growth. They give affiliate teams a chance not only to showcase a high level of professionalism but also to make a name for themselves in the market. In a competitive environment, these events become a unique platform for self-promotion, which opens up new prospects for development. It’s an opportunity you can’t afford to miss.
4 You know that the winners of the Golden Boomerang League get the opportunity to attend the Golden Boomerang Awards 2026 ceremony. What does this chance to be among the best and be present at such an event mean to you?
For us, attending the Golden Boomerang Awards ceremony is more than just a prize; it’s a testament to our hard work. Unfortunately, last year, circumstances prevented us from attending, and we still regret it. Missing out on the chance to network with industry leaders, meet legends of world sports, and spend an unforgettable evening among colleagues was truly disappointing. That’s exactly why this time we are determined – we will definitely be there!
5 Golden Boomerang is not just a competition, but also has a strong community element. Do you feel a sense of involvement and team spirit when participating in such projects?
Sure! Taking part in projects like this truly ignites a team spirit and healthy rivalry. Interacting with other tournament participants sparks a competitive fire, and the good-natured ribbing from both sides fuels our desire to put our best foot forward and prove that we can lead the pack. This sense of competition creates a unique atmosphere that motivates us to push further and achieve more.
6 From your point of view, how important is a reliable partner and transparent conditions in such competitions? What do you value in your cooperation with Boomerang Partners?
Let’s start with this: a reliable partner in our field is 50% of success. And when we found ourselves in the safe hands of Kristina (our dear account manager), our chances of success increased by another ten percent, if not more. We’re talking about complete transparency in statistics of any format, literally round-the-clock operational resolution of any issue, and the mobilization of all relevant departments to tackle tasks and problems. This is their standard operating procedure, an axiom. And listen, Kristina and her team are always on our side in any disputed matter. Always! We have never encountered this level of care, professionalism, and openness with anyone else in the market. They truly set the gold standard that others should learn from.
7 What strengths distinguish your team from other players in the market?
Our team stands out due to our unconventional approach to work. We aren’t afraid to experiment and implement bold, sometimes unexpected, even seemingly counterintuitive, solutions that ultimately give us a competitive edge. This mentality allows us to find unique paths to achieve our goals and always stay one step ahead.
8 How do you assess the current state of the iGaming market and the key trends that will define its development in the coming years?
The current iGaming market is going through a stage of consolidation. Following the recent regulatory changes, the influx of new teams is minimal, while mid-tier operators are either restructuring or leaving the market altogether. It’s a survival of the fittest – those who have managed to adapt, implement innovative approaches, and overhaul their processes.
In the coming years, the key trend, as cliché as it might sound, will be people. The specialists who can react swiftly to changes and offer unique solutions will be the ones setting the tone for the entire industry.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang 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. Boomerang launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
Boomerang’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.
About belg.group
belg.group is a dynamic digital marketing laboratory specializing in traffic generation. Founded in 2018 with a focus on PPC traffic generation, the company launched its first owned media product, a dedicated betting community, in 2020. Its media-buying team boasts over 8 years of experience.
The post Boomerang Partners case study: The Belg Group PPC founder, Belg Lazarov, shares his experience of participating in the Golden Boomerang League appeared first on European Gaming Industry News.
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XGENIA Exits Beta: Debuts Enterprise AI Platform at SiGMA; Built Production-Quality Slot Game in Days
Reading Time: 3 minutes
XGENIA, the AI-native development platform, today announced the debut of its production-ready enterprise tier at SiGMA Central Europe in Rome. The company will showcase “Dark Alice”—a polished, playable slot game built entirely on XGENIA in a matter of days—demonstrating how AI-first architecture is collapsing development timelines from months to days while maintaining full creative control.
Industry professionals attending SiGMA Central Europe (Fiera Roma, November 3–6, 2025) are invited to Hall 2, Stand 2006 to play Dark Alice, experience XGENIA’s Dark AI security methodology featured in SiGMA World, and see live demos of the platform’s AI Workflows and other enterprise capabilities. Book a private 15-minute demo at xgenia.ai/book-a-demo.
“Six months ago, we had a vision. Today, we have a production platform that just built a polished slot game, end to end, in days,” said Mark Flores Martin, CEO of XGENIA. “That’s not incremental improvement—that’s a fundamental reset of what’s possible in game development. Studios shouldn’t spend months battling fragmented tools. With XGENIA, they build visually, ship faster, and keep full control.”
What XGENIA will debut at SiGMA:
Enterprise Tier with iGaming Package
Purpose-built for regulated markets and studio pipelines, XGENIA’s new Enterprise Tier delivers advanced controls and integrations tailored for iGaming operations. The iGaming Package includes production-ready game templates for slots, crash games, and more—eliminating repetitive setup tasks and accelerating prototyping and deployment timelines from months to days.
The production-ready platform delivers:
- Visual Development — Node-based TypeScript with full PixiJS and advanced camera controls
- AI Workflows — Vibe Coding, on-the-fly image editing, 200+ AI models and 1000s of integrations
- Professional Animation — Full Spine support for skeletal animation
- Instant Backend — One-click Supabase deployment
- Production Templates — Ready-to-use templates for slots, crash games, and more to accelerate prototyping
- iGaming Maths Engine — Dedicated nodes for RNG, reel strips, balance handling, state management, and result formatting
XGENIA combines the speed of turnkey deployment with the customisation of full development studios—enabling operators to prototype, test, and launch distinctive gaming experiences at a fraction of traditional timelines and costs.
The popular Free tier remains available to indie developers and small studios, with a Premium tier currently in development.
Beyond Gaming: AI-First Transformation for Any Business
While XGENIA powers next-generation game development, its visual, node-based architecture enables any business to become AI-first—not by bolting AI onto legacy processes, but by building AI workflows from the ground up.
“Most companies fail at AI transformation because they’re automating broken workflows,” said Martin. “That’s not AI-first—that’s a slightly faster version of the past.”
XGENIA’s platform reveals hidden bottlenecks in existing processes, allowing businesses to identify core vulnerabilities ripe for reinvention. By leveraging modern cloud platforms like Supabase and Vercel, companies eliminate traditional infrastructure headaches while building AI-native operations.
XGENIA’s four practical rules for AI-first operations:
- Mandate AI as the Default — Begin every task with an AI tool
- Make AI a Core Expectation — Position AI usage as essential across all functions
- Embed AI into Operations — Layer AI onto systems for data-driven decisions
- Declare AI a Strategic Priority — Reorient products around AI integration from the top down
“The same visual tools that let game developers create complex mechanics in days can help any business transform their operations,” Martin added. “We’re showing companies how to build AI-native infrastructure, using AI.”
“Dark Alice”: Proof at Production Quality
Visitors to Stand 2006 can play Dark Alice, a fully realized slot game demonstrating XGENIA’s end-to-end capabilities. Built in a matter of days using XGENIA’s slot template as a foundation, Dark Alice features hauntingly beautiful art direction, smooth Spine animations, and compelling bonus mechanics—all created using XGENIA’s visual, AI-assisted workflow.
It’s not a tech demo. It’s a game operators can imagine on their platforms.
Dark AI: Security That Evolves With Threats
XGENIA’s Dark AI—detailed in the company’s recent SiGMA World op-ed—goes beyond traditional penetration testing. This controlled “red-team” AI continuously stress-tests game logic, infrastructure, and operational workflows against emerging AI-driven threats, allowing platforms to self-harden and build evidence-based confidence for regulators and operators.
Unlike periodic security audits and penetration tests, Dark AI operates autonomously and continuously, providing real-time hardening against evolving attack vectors—including AI-powered social engineering, code injection, and exploitation of game maths vulnerabilities. The future of cybersecurity is AI versus AI. Live demos will be available at the booth.
From Private Reveal to Production in Six Months
In May 2025, XGENIA unveiled its vision at an exclusive event in Valletta, Malta: replace fragmented, legacy workflows with a unified, creator-first, AI-native platform.
After rapid, community-driven release cycles—including alpha testing, public beta launch in August 2025, and three complete engine rebuilds—the platform now exits beta as a stable, enterprise-grade solution for studios and operators.
XGENIA defines a new product category: AI-native, node-based visual development that fuses collaborative AI, professional 2D engines, iGaming-specific maths tooling and game templates, and instant backend deployment into one seamless canvas.
Experience XGENIA Live at SiGMA Central Europe, Rome
Where: Fiera Roma, Hall 2, Stand 2006
- Play “Dark Alice” — production-quality slot built in XGENIA in days
- Experience Dark AI — autonomous security testing in action
- See platform demos — visual node-based development, AI workflows, on-the-fly AI editing, instant deployment
- Explore game templates — slots, crash games, and rapid prototyping tools
The post XGENIA Exits Beta: Debuts Enterprise AI Platform at SiGMA; Built Production-Quality Slot Game in Days appeared first on European Gaming Industry News.
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MyEmpire Reborn: New Look, New Empires, New Features
MyEmpire, one of the leading brands within the MioMedia affiliate program, proudly unveils its grand transformation. The empire has been reborn — with a stunning new look, an expanded collection of games, and thrilling new features set to redefine the gaming experience.
The redesigned MyEmpire brand unveils a fresh and immersive environment inspired by great civilizations of the past. The new interface offers smoother navigation, enhanced visuals, and a layout that reflects the brand’s evolution and the spirit of the empire. It’s cleaner, faster, and full of life — giving players the feeling of truly stepping into a renewed realm of majesty.
The updated design extends across the entire game world, bringing richer landscapes, detailed architecture, and enhanced character art that adds elegance and depth, drawing players further into play.
Along with the visual transformation, MyEmpire is expanding its portfolio with new games. Each title offers a unique experience while staying true to the empire’s spirit of strategy, adventure, and discovery. Together, they create a broader and more dynamic world for players to explore.
Beyond new games, MyEmpire is expanding with the launch of a dedicated shop — a new destination where players can purchase exclusive items or exchange their in-game bonuses for them. It’s a fresh way to turn progress into rewards and make every victory even more satisfying.
Soon, players will also enjoy new gamification features — SpinRally, Wheel of Fortune, and WonderPot. These additions will introduce even more thrills and rewards, giving players the chance to test their luck, win prizes, and uncover new surprises within the empire. Each feature is designed to enhance engagement and add a fresh layer of fun to the play.
MioMedia Affiliates continue to stand at the forefront of iGaming innovation, bringing together top-performing brands and world-class affiliate partnerships. As MyEmpire enters a new era with its refreshed look and features, MioMedia Affiliates celebrates the brand’s dedication to excellence, creativity, and pursuit of entertainment that both inspires and rewards.
For more information and guidance, contact the team: https://www.miomedia.com/contact-us
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53% OF PC DEVELOPERS WORRY ABOUT STEAM RELIANCE, AS PC DISTRIBUTION DIVERSIFIES
Reading Time: 2 minutes
Rokky, the PC game distribution platform delivering publisher-approved keys to global markets, has today unveiled its landmark whitepaper, The State of PC Distribution. The report, based on an independent study of 306 game industry execs, reveals how Steam’s continued dominance of PC game distribution leaves developers fearing their over-reliance on the platform and exploring alternative channels.
For years, Steam has deservedly been synonymous with PC game distribution. A striking 72% of developers believe Steam operates as a monopoly, with more than half (53%) concerned about their overwhelming reliance on a single platform. With over 18,000 new titles hitting Steam in 2024, the dominant storefront is drowning in games, and this fierce competition fuels developers’ concerns for game distribution. Market saturation (35%), and the ever-present challenge of discoverability (33%) are cited as key challenges, although the rise of the free-to-play model (40%) was named as the number one concern.
In response, developers are diversifying their distribution channels, with a significant 48% utilising the Epic Games Store. E-stores (38%) and marketplaces (30%) are also key channels for PC distribution, offering avenues to sell Steam keys outside of Valve’s platform, and appreciated by a third of developers for their access to hard-to-reach markets. The report also dives deep into the often-misunderstood gray market, where discounted keys are resold from low-priced regions in marketplaces and e-stores. With 73% of developers concerned about players reselling keys, “The State of PC Distribution” Report details how studios can reap the perceived benefits of e-stores and marketplaces without falling victim to the gray market.
Vadim Andreev, CEO and Co-Founder of Rokky, said:
“With a growing prominence of e-stores and marketplaces, PC game distribution is more varied, vast, and complex than it has ever been. New opportunities are everywhere – as are pitfalls and challenges. And most of the old guard remain relevant. Understanding the nuances has never been more important, and so we created this report to highlight the trends that matter.”
Key Findings from “The State of PC Distribution”:
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Today’s challenges: The rise of free-to-play games is the biggest challenge of selling PC games today (40%), followed by market saturation and competition (35%) and discoverability (33%)
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Steam’s dominance: 88% of studios say Steam accounts for over 75% of their revenue. 72% feel Steam effectively exists as a monopoly and 53% are concerned about their level of reliance on that single platform.
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Beyond Steam: 48% have distributed a title to the Epic Games Store, 30% to marketplaces such as G2A and Kinguin, 38% to e-stores such as Fanatical or Humble Bundle, 10% have distributed with GOG, and 8% with itch.io.
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Marketplace Benefits: Developers relate marketplaces with benefits such as ease of use (45%), pricing control (35%), promotional support (33%) and international reach (31%).
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E-Store Benefits: Developers relate marketplaces with benefits such as ease of use (41%), pricing control (35%), promotional support (33%) and international reach (35%)
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Marketplace Concerns: Developers relate marketplaces with the gray market (24%), loss of control (22%), and loss of revenue (22%).
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E-Store Concerns: Developers relate e-stores with the gray market (23%), loss of control (23%), and loss of revenue (19%).
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Alternative distribution outlook: 75% of developers anticipate at least a 10% revenue uplift from using e-stores and marketplaces; 80% expect alternative channels to become a regular part of their distribution mix within five years.
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Defining the gray market: Only 22% believe the gray market is the concept of unauthorised reselling. For the majority of respondents (73%), the gray market is not a practice but a place. 24% perceive that marketplaces themselves are the gray market, 24% define it as e-stores, and 25% believe the gray market is a combination of both.
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Resale concerns: 73% of developers are concerned about players reselling keys.
The post 53% OF PC DEVELOPERS WORRY ABOUT STEAM RELIANCE, AS PC DISTRIBUTION DIVERSIFIES appeared first on European Gaming Industry News.
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