Eugene Ravdin in interview with Kristina Shkredova from Boomerang Partners

Eugene Ravdin, Head of PR at SEOBROTHERS, has interviewed Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, for a discussion on the key dynamics shaping today’s affiliate and iGaming industries. The conversation touches on brand positioning, the evolving quality of traffic, communication standards in affiliate management, market transparency, and the innovations redefining the future of iGaming.

How can multiple brands be effectively positioned through affiliate partnerships?

This is probably quite a multilayered question, because each of our brands has its own strong GEOs. And when we start pushing a brand in a particular GEO, we try things, we test, we observe, and through trial and error we figure out which GEO will be key for which brand. And from there, we decide where we’re going to scale more actively. So it’s all based on practice.

Are there enough quality affiliates on the market?

Well, I think you can never have too many affiliates. We’re always happy to welcome them. Speaking for myself, I can say that I’m satisfied with my good partners. I value each of them a lot, I really appreciate every one of them, but there is always room to grow.

What communication rules should affiliate managers follow for effective partnerships?

I would say that everyone on our team is quite strong, with well-developed soft skills and hard skills. And of course, when we hire affiliate managers, we conduct interviews where we assess their basic abilities. But anyway, during the actual work process, we always help, guide, and share certain life hacks. But above all, what matters most in our company is good human relationships. And I think that in affiliate marketing, as cliché as it may sound at first glance, it always starts with good human relationships – and only then comes the buy-and-sell part.

Tell us one hidden truth about iGaming.

Human relationships and your reputation are what actually determine everything here. That’s the most uncomfortable truth, because everyone wants to believe that you can buy anything – but not everything can be bought.

Why did you launch the Golden Boomerang Awards?

I would say that this is primarily something we do for our partners – for our interaction with them. It’s definitely very motivating for partners to send traffic and to test. Since we’re currently putting a strong focus on betting, the Golden Boomerang Awards really helps us in working with partners and trying new types of traffic. So first of all, it’s definitely about partnership.

What are the latest trends and innovations shaping the iGaming industry?

In my opinion, our industry is changing very dynamically. Even if we look at trends from five years ago, I see huge growth and a huge innovative boost in our sphere. So I don’t think these are just words. The industry truly is changing – trends are changing, fundamental principles are changing, and we’re moving more and more away from banality toward creativity and originality.