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Boomerang Partners participated in the SBC Summit Lisbon from September 16th to 18th, one of the main events in the iGaming and online betting industry. The event was attended by over 30,000 delegates, with over 1,500 visiting Boomerang Partners at Booth F1. It became a focal point for exhibition visitors, thanks to interactive activations, unique performances by artists, and a raffle featuring authentic memorabilia from sports legends.

Unique booth concept and theatrical performances

The SBC Summit marked a significant milestone for Boomerang Partners. The company presented its client portfolio of brands and competitive advantages. Over the three days of the event, over 210 business meetings were held at its booth, and 15 partnership agreements were signed. The booth was decorated in accordance with the ‘Boomerang Arena’ concept, showcasing Boomerang’s commitment to sports, innovation, and development. It featured three unprecedented live performances by professional artists, which attracted the attention of hundreds of Summit participants. These unique performances have all the potential to become a new trend in the industry.

Online raffle of sports memorabilia

One of the key elements of the Boomerang Partners booth decoration was the photo zone with a memorabilia gallery of sports items that belonged to star athletes. On September 17th, an online raffle was held, where participants could win an item previously owned by legends Rafael Nadal, Cristiano Ronaldo, Tyson Fury, and Fernando Alonso. 86 people participated in the raffle by following the entry requirements. On September 16th or 17th (before 4:00 PM), they took a photo of the booth’s photo zone and posted it on their Instagram stories or LinkedIn, tagging the Boomerang Partners account. The winner was selected via random draw using certified tools and announced at the booth and on Boomerang’s social media. He chose Cristiano Ronaldo Framed Football as the prize.

Awards and recognition

For the second year in a row, Boomerang-Bet, a product from Boomerang Partners’ client portfolio, has won the prestigious ‘Rising Star in Sports Betting’ (Operator) award. The SBC awards jury’s recognition duly appreciates the brand’s advantages.

The jury at the SBC Awards also recognized Boomerang Partners’ well-thought-out strategy for developing its presence on social media. The company received the ‘Social Media Campaign of the Year’ award for the success of its two YouTube channels. At the beginning of 2025, each channel surpassed 100,000 subscribers and was awarded the YouTube Silver Play Button. Nine months prior, videos on both channels had garnered over 200 million views.

Additionally, Darina Sharban, Boomerang Partners affiliate team lead, took the Silver Place in the ‘Affiliate marketing manager of the year’ nomination.

Golden Boomerang League

Also, at the SBC Summit, attendees visiting the Boomerang Partners booth learned more about the new sports traffic tournament, Golden Boomerang League, and registered as participants. The tournament runs until October 31st and offers participants a chance to compete for direct entry to the Golden Boomerang Awards 2026 and a 2x AC Milan Experience, including flights, accommodation, and AC Milan home match access. To qualify for the prize draw, affiliates must generate 20+ sports FTDs on brands from Boomerang’s portfolio.

Anton Eshtokin, Chief Marketing Officer of Boomerang Partners, commented: “We are pleased with Boomerang Partners’ participation in the SBC Summit Lisbon. The ‘Boomerang Arena’ concept of our booth, the unique performances by artists, and the raffle of memorabilia from sports legends garnered significant attention. The booth visitors showed a keen interest in the brands from our client portfolio and the opportunities for collaboration. We are thrilled to win two prestigious SBC awards. This means we are moving in the right direction, and the industry recognizes it. We will continue to progress.”

The SBC Summit was an opportunity for Boomerang Partners to once again demonstrate their status as a leader in sports affiliate marketing. The company was one of the leading newsmakers of the event and set a new trend in the industry by combining marketing and art with performances from professional dancers.

About Boomerang

Boomerang Partners is a rapidly growing global brand 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, 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.

The post Boomerang Partners’ highlights from SBC Summit 2025 – two SBC awards, Golden Boomerang League, raffle of sports memorabilia, and unique booth performances appeared first on European Gaming Industry News.

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The UK Gambling Commission has announced that the Advisory Board for Safer Gambling (ABSG) will close following the completion of its original remit.

ABSG was established to provide oversight and challenge in relation to the National Strategy to Reduce Gambling Harms. With the conclusion of that strategy and the delivery of key milestones, the Commission has determined that the time is right to bring ABSG’s work to a close and to focus on new arrangements better aligned to the next phase of research and regulation.

Over the course of its work, ABSG has contributed to several important developments in gambling regulation, including:

• recognition of gambling harms as a public health issue
• ensuring the voices of those with lived experience are included in policy and regulation through the creation of the Lived Experience Advisory Panel (LEAP)
• supporting the introduction of the statutory levy to fund independent research, education and treatment.

The Commission will now begin work to establish a new research-focused expert group to support the expanded role of research made possible through levy funding.

Andrew Rhodes, Chief Executive of the Gambling Commission, said: “ABSG has played an important role in shaping how we think about gambling harms, and embedding lived experience perspectives into regulation. I want to thank all current and former members for their contribution and commitment.

“As we move into a new phase with the implementation of research programmes funded by the statutory levy, our priority is to ensure we have the right expert input to help inform our work. This is the right time to close ABSG and establish new arrangements that reflect the future needs of our gambling regulation and research.”

Helen Child, Head of Governance said: “ABSG have made a huge contribution to gambling regulation and the Commission. I am grateful for the insight, engagement and challenge each and every member has provided.”

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JOI gaming, part of the JVH gaming & entertainment Group, has chosen Trustly as its main payment provider for the Dutch market. The partnership enables seamless iDEAL deposits and instant payouts, underscoring JOI gaming’s commitment to speed, security, and player convenience.

Elevating the Player Experience
Through Trustly’s open banking network and access to Dutch instant payment schemes, JOI gaming players can withdraw winnings 24/7, with funds transferred directly to their bank accounts in real time. With industry data showing that players view payout speed as critical, this move positions JOI gaming ahead in a highly competitive market.

Security and Compliance
In addition to speed, the collaboration enhances player trust. Trustly’s direct, encrypted transfers reduce fraud risk and support strict KYC and AML requirements, ensuring payments are both seamless and secure.

Executive Voices “At JOI gaming, we put players at the heart of our decisions. Partnering with Trustly means we can deliver the fast, secure, and seamless payment experience our customers value, 24/7,” said Eric Olders, CEO & Chairman of JVH gaming & entertainment Group and founder of JOI gaming.

Vasilije Lekovic, VP of Gaming at Trustly, added: “The partnership with JOI gaming strengthens our position as the leading payment provider for online gambling in The Netherlands. With instant payments, iDEAL, and open banking data in one package, we’re confident we’ll add value for JOI gaming and its players.”

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