Europe’s leading gaming technology group has successfully completed the sale of ADMIRAL Austria to Tipico. This transaction underscores NOVOMATIC’s long-term focus on global expansion and marks another important milestone in its international growth strategy. ADMIRAL Austria will remain an important technology partner under its new owner Tipico and will continue to rely on NOVOMATIC’s innovative technology solutions in the future.

Stefan Krenn, Executive Board Member of NOVOMATIC AG, emphasized: “The completion of this transaction marks an important step in our global expansion strategy with a clear focus on international growth markets. ADMIRAL has developed into an established market leader over the past decades, and we thank all ADMIRAL employees for their great commitment. We are pleased to have found a strong and reliable technology partner in Tipico, who will successfully continue the company’s operations in Austria.”

Axel Hefer, CEO of the Tipico Group, stated: “We are delighted about the successful completion of this transaction. ADMIRAL is a leading Austrian company with a strong legacy, and clear potential for future growth. Both companies are synonymous with state-of-the-art technology, innovative products and a high focus to player protection. Our future collaboration is very good news for our customers.”

The closing of the transaction followed the receipt of all required regulatory approvals.

PG Soft, a world-class digital mobile games company, has been crowned ‘Best Slot Provider 2025’ at SiGMA Euro-Med Awards which were hosted at the Hilton Malta’s elegant Grandmaster Suite.

The ‘Best Slot Provider 2025’ award recognises the most innovative slot game provider, judged on creativity, performance, and excellence in delivering compelling content. Finalists were determined through a combined shortlisting process and voting by both the public and expert judges.

PG Soft also served as Title Sponsor for the prestigious event that saw the company branding feature throughout the ceremony and across SiGMA’s digital channels.

PG Soft’s spokesperson commented: “Winning the ‘Best Slot Provider 2025’ award is a huge achievement and a powerful recognition of our dedication to creating innovative and entertaining games. This motivates us greatly to continue raising the bar and delivering unforgettable experiences for players worldwide.”

Boomerang Partners, an affiliate iGaming & Betting Marketing Agency, is celebrating its fourth year of growth and success. Over the past four years, the company has added more than 18 iGaming brands to its portfolio, operating in over 40 geographical regions in compliance with local regulations. Boomerang is one of the industry leaders, with over 3,000 affiliate partners. From 2024 to 2025, their number increased by 120%. During the same period, the company achieved impressive growth across multiple metrics:

• A 5x increase in the online sports betting segment
• A 2x growth in the online gambling segment
• 194% YoY increase in sports traffic
• 86% retention rate among activated sports affiliates
• 5x growth in active users

Strategic partnership with AC Milan

In the summer of 2025, Boomerang Partners celebrated the first anniversary of its strategic partnership with AC Milan. As the Official Regional Partner of the Club, the brand significantly enhanced its visibility in the industry. The partnership garnered over 300 global media mentions and achieved a 15%+ growth in organic branded search. Sports traffic across Boomerang’s affiliate ecosystem increased by 194%, audience interest in sports topics rose by 81%, and loyalty to the Boomerang brand grew by 23%. Additionally, AC Milan Legends Andrea Pirlo, Serginho, and Massimo Ambrosini supported Boomerang at various events.

Golden Boomerang Awards

In 2024, Boomerang Partners hosted the first season of the annual affiliate traffic tournament, the Golden Boomerang Awards. The second season of the competition, held from February to May 2025, was even more high-profile. Participating teams increased from 226 to over 400 compared to the first year. The award ceremony was held at iconic San Siro Stadium in Milan, where awards were presented in 11 categories. The Golden Boomerang Awards have become a landmark event in the industry, providing affiliate teams from around the world with the opportunity to showcase their expertise and gain recognition on a global scale.

Golden Boomerang League

This fall, Boomerang Partners will host the Golden Boomerang League for the first time. This tournament is a unique opportunity for current and new partners of the company to qualify for the third season of the Golden Boomerang Awards by bypassing the competition for the top 30 or inclusion in nominations. From September 1 to October 31, 2025, participants need to generate 20+ sports FTDs on brands from Boomerang’s portfolio to access the final prize draw. In addition to qualifying for the GBA 2026, the prize includes a 2x AC Milan Experience, including flight, accommodation, and attendance at a home AC Milan match.

Presence at industrial exhibitions

Boomerang Partners regularly attends the largest industry exhibitions. Over the past four years, it has participated in over 20 conferences worldwide, including status events like iGB, SiGMA, and SBC. Boomerang consistently attracts event visitors with a wide range of collaboration opportunities, exciting prize draws, and creative presentations at their booth.

Awards and nominations

Boomerang Partners’ achievements are regularly recognized at prestigious industry awards.. From 2022 to 2024, we won:

• ‘Commission Offer of the Year’ at the AffPapa iGaming Awards 2022
• ‘Casino of the Year’ at the SiGMA BALKANS/CIS Awards 2023
• ‘The Best PPC Affiliate’ at the SiGMA Europe Awards 2023
• ‘Marketing of the Year’ at the AffPapa iGaming Awards 2024
• ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2024
• ‘Best Player Engagement’ at the SiGMA Europe Awards 2024

In 2025, Boomerang Partners took home the ‘Unique Gaming Company of the Year’ award at the International Gaming Awards 2025, and its affiliate team lead, Kristina Shkredova, was named a Best Affiliate Manager AskGamblers 2025.

Additionally, in 2025, two Boomerang YouTube channels exceeded 100,000 subscribers and received the YouTube Silver Play Button. This demonstrates the company’s effectiveness in working with the audience and the high quality of its content.

This fall, Boomerang is in the running for 9 awards at the SBC Awards 2025 and SBC Affiliate Leaders Awards 2025, and has been shortlisted in 2 categories at the EGR Operator Awards 2025.

Anton Eshtokin, CMO of Boomerang Partners, commented on the company’s anniversary: “A year ago, I had the privilege of joining one of the most ambitious and unique companies in this niche, and I am delighted to contribute to its growth and help shape its recognizable image. The accumulated expertise, cutting-edge approaches and technologies, and genuine passion for the work ensure the Boomerang Partners’ notable development. 4 years is a wonderful milestone, symbolizing stability and opening up great global prospects.”

Boomerang Partners is set to keep growing and setting new standards in the affiliate marketing industry. By the end of 2025, it plans to expand its portfolio of projects, participate in top industry events (such as SBC and SiGMA), and continue its development as a top sports affiliate program. Join the company’s affiliate partners, set ambitious goals, and live without limits.

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 portfolio contains 18+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.