Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, recently discussed the changing nature of affiliate programs, emphasizing the shift from traditional transactional models to partnerships driven by gamification and engagement at major sporting events. In an interview with Focus Gaming News, Eshtokin detailed how affiliates are now seeking relationships that extend beyond conventional CPA or revenue-share agreements as the market becomes increasingly competitive.
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Evolving Beyond Transactional Models
Affiliate partnerships, traditionally centered around CPA rates and revenue-share models, are undergoing major changes. Eshtokin notes that affiliates are now prioritizing partnerships with programs that offer more than just financial incentives. “A few years ago, strong commercial terms were often enough,” he said. But today, with rising traffic costs and changing regulations, affiliates value long-term cooperation that provides market insights and reliable communication. The demand is for partners who think beyond immediate results and focus on sustained growth and support. Long-term collaboration is at the core of Boomerang Partners’ strategy, as they offer affiliates market knowledge, networking, and platforms for growth. The focus has shifted from being just a traffic supplier to becoming a business partner that offers value beyond just numbers.
The Role of Recognition and Engagement
Despite the ongoing importance of financial incentives, affiliates now seek recognition and engagement. Eshtokin highlights that as the industry becomes more challenging with expensive traffic and stricter regulations, affiliates appreciate programs that offer more than just monetary rewards. “Money alone rarely creates loyalty anymore,” he remarks. Boomerang Partners’ relationship with AC Milan serves as a case in point. The partnership goes beyond bonuses, providing experiences like Milanello visits—transforming these interactions into memorable moments rather than mere transactions. Such initiatives foster a connection that surpasses standard commercial mechanics and builds lasting loyalty.
Sporting Events Drive Affiliate Engagement
Sporting events are pivotal in shaping affiliate strategies, particularly in the sports betting sector. Eshtokin explains that these periods of heightened activity and attention align with affiliate programs’ rhythms. Boomerang Partners integrates this understanding into its initiatives, such as the Golden Boomerang Awards, aligning competition structures with major sporting events to enhance engagement. And the Sports Marketing & Betting Calendar 2026 exemplifies their strategic approach, enabling affiliates to plan and adapt to these sporting cycles effectively. Still, by synchronizing their initiatives with major events, Boomerang Partners ensures that the affiliates remain engaged and proactive, rather than simply reactive.
Leveraging Gamification for Sustained Engagement
With affiliates naturally inclined towards competition, gamification has resonated well in creating sustained engagement. By incorporating progress tracking and challenges into its programs, Boomerang Partners has provided affiliates a reason to stay active beyond peak campaign times. “A good tournament gives partners a reason to stay involved,” says Eshtokin. Crucially, gamification at Boomerang Partners isn’t just about entertainment—it’s about aligning mechanics with real business goals. Clear rules and links to actual performance help partners see the tangible benefits of their participation, thus supporting stronger long-term engagement compared to traditional short-term campaigns.
Insights from Past Initiatives
Reflecting on the success of the Golden Boomerang Awards, Eshtokin noted the unexpected level of importance affiliates placed on non-financial rewards. Recognition and unique experiences created higher motivation levels compared to simple monetary prizes, indicating a shift toward engagement that tells a story and builds professional identity. Still, additionally, lessons from previous editions underscored the importance of a well-structured competition to maintain participation. The team learned that long tournaments with clear phases and milestones could sustain engagement, which informed the design of GBA Season 3 as a more mature and structured competitive platform.
The Future of Affiliate Engagement
Looking forward, Eshtokin anticipates a future where affiliate engagement is more structured and practical. Affiliates will continue to value good commercial terms, but their primary focus will be on practical tools and insights that help them navigate market changes effectively. For Boomerang Partners, the objective is clear: build environments where affiliates can plan, track progress, and capitalize on opportunities predictably. Gamification and engagement mechanics will remain integral—but only when they support real business objectives, keeping partners focused and motivated. As the gambling market evolves, Boomerang Partners stands poised to lead with new strategies that transform the affiliate experience from transactional to truly engaging partnerships. The next steps for Boomerang Partners include expanding these initiatives and refining their models to better meet the upcoming challenges of the affiliate market.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
