Exclusive Interview with Anton Eshtokin, Chief Marketing Officer at Boomerang Partners

Anton Eshtokin: First, I would like to note that in 2026, Boomerang Partners will celebrate its fifth anniversary. We are proud of what we have already achieved and look to the future with optimism.

Answering your question, I will name the Golden Boomerang Awards. This is our flagship initiative that has become a significant event for the industry. In May 2025, we held the second season awards ceremony at the iconic San Siro Stadium, combining it with a networking event in premium format. The awards in 11 categories were presented by AC Milan Legend Andrea Pirlo, which allowed us to mark our strategic direction toward sports.

For us, 2025 overall became a period of solidifying our position as one of the leaders and experts in the sports segment of the affiliate marketing industry. We began shifting our focus to this segment before 2025, but it was in 2025 that our expertise became undeniable. This is reflected in many aspects: our powerful in-house analytics, thoroughly developed marketing strategy, and increasing number of sports affiliate partners. In September-October, we even conducted our first sports traffic tournament, the Golden Boomerang League. So, I cannot say that something happened that shifted our focus. We have already been following the path that we set for ourselves, and we are doing this effectively.

Anton Eshtokin: I wouldn’t want to reveal our global initiatives for 2026 just yet, but planning any strategy in our industry must take into account its dynamics. Our analysts constantly monitor markets and trends. We evaluate pros and cons, potential positive effects, and risks before adapting trends to our work. We aim to become the world’s #1 sports affiliate program, so all our actions in 2026 will be aimed at bringing us closer to this goal.

Anton Eshtokin: As I mentioned earlier, our primary focus is now on sports. We see a great future in this segment, and we started working long ago to become a leader in it. One such step was, for example, our strategic partnership with AC Milan. This is one of the most titled, famous, and influential football clubs in the world. The collaboration with it brought us many benefits, including increased brand visibility for Boomerang Partners.

Regarding dynamic development, you noticed absolutely correctly. Through constant growth, we support our ambitions and ensure their implementation. This is why we consistently track growth in key metrics. This includes the number of affiliate partners, which exceeds 3,000. This includes the increase in the number of projects in our client portfolio. This consists of the growth in media partners, business figures (we are now finalising the numbers for 2025, and see that they will be even better than the breakthrough 2024 for us), and so on. I would also add that we aim not only to be one of the leaders in the sports segment of the industry, but also to be, in a way, its trendsetter. When other industry players try to take the best from our initiatives, this speaks not only of respect for our expertise but also of the fact that our methods work effectively.

Anton Eshtokin: Our market is highly competitive. At the same time, its development is influenced by modern technologies. If you don’t invest in these technologies (don’t use effective third-party solutions or create your own product), you will fall behind. For example, at Boomerang Partners, we have in-house tools that allow us to effectively calculate user LTV, reduce payment risks, and plan campaigns intelligently, taking into account behavioural patterns.

Regarding industry challenges, I can identify the need for adapting marketing strategies. Not everyone understands that increasing reach without precise audience segmentation no longer provides an acceptable CPA. Or that building communications without understanding player motivation, context, and habits doesn’t deliver the desired effect.

I also have to talk about localisation. Player behavior and preferences, regulatory requirements, and traffic channel economics vary by geography. Universal approaches no longer work. Solutions? – Constant market analysis, technology testing, adaptation, and thorough strategy development. There’s no need to think that using AI, for example, is a cure-all. Yes, AI can accelerate work processes, but its use must be intelligent and should be one of the tools for achieving success, not the only such tool.

Anton Eshtokin: Growth and development are always at the center of our focus. Therefore, in 2026, we will implement this task by following our strategy. It is multi-layered and considers all aspects: from marketing to retention. For example, we are continuing our strategic partnership with AC Milan. In 2026, it will take place under the new TIME TO WIN concept. This philosophy reflects both our company and the Club. We are focused on winning in all areas – from the football pitch to digital. This will be reflected in various aspects, including both fans and affiliate partners. In support of our partnership with the Club, we are launching the AC Milan Hub. This is a unique web portal, where we will share the latest news about our collaboration, conduct raffles for tickets to the Club’s home matches, as well as offer various VIP experiences and unique artefacts related to AC Milan. And not just raffles.

We are also preparing for the third season of the Golden Boomerang Awards. With each new season, we give it more scale, which is reflected, among other things, in the growth of the number of participants. I cannot reveal all the secrets yet, but rest assured, the tournament will take place on a grand scale, and we will once again hold the awards ceremony at a top-tier venue. Overall, we have many initiatives planned, and their implementation will occur at the right moment.