Anton Eshtokin, CMO at Boomerang Partners: “We use a large-scale, well-developed strategy to create new and profitable opportunities for affiliates”

Anton Eshtokin summarises his first few months in his role as Chief Marketing Officer at Boomerang Partners.

Exclusive interview.- Anton Eshtokin, chief marketing officer at Boomerang Partners, spoke to Focus Gaming News about priorities in the CMO role, shaping Boomerang’s marketing culture, and the importance of the brand’s presence at key industry events. 

You have been with Boomerang Partners for about ten months now. What were your immediate priorities stepping into the CMO role?

Hi there! First and foremost, I focused on understanding the business, its objectives, the existing marketing setup, and past experiences. This was crucial to ensure informed decision-making, scaling successes, and optimising the processes that needed it.

I stepped into a fantastic team that just required some structural realignment and the implementation of efficient business processes. This approach was key to fully leveraging the team’s expertise and creative potential. Additionally, I thrive in an environment where there’s full support from the team, with each member aligned with our goals and understanding the unique contribution they can make to achieving them.

What is your approach to balancing acquisition, retention, and affiliate growth within Boomerang Partners’ broader marketing strategy?

I am a strong proponent of a comprehensive and holistic marketing strategy. It’s all about taking a 360-degree view of the customer journey, from the moment someone first hears about our brand to the point where they become loyal, long-term customers. This means bringing together every aspect of marketing – from acquiring new customers to keeping them engaged and leveraging affiliate partnerships for growth – into a unified, well-coordinated system.

In practice, this means treating these different elements as interconnected pieces of a larger puzzle. While each part is vital, I focus on where we can make the most significant impact at any given time. While we continually strive to attract new customers, we also dedicate substantial effort to ensuring our existing customers remain satisfied and return for more. At the same time, we’re tapping into the power of affiliate relationships to expand our reach. This balanced approach ensures we’re not just growing, but growing sustainably and maximising our overall value.

So, I have integrated all areas into a single, strategically functioning system, managing it like a profit formula. At different stages, I prioritise the most impactful variables within this system.

You have built and led large teams before. How are you shaping the marketing culture at Boomerang Partners?

Primarily, I make it a priority to ensure that every team member and department understands exactly how their work contributes to our overall strategy and the results we’re aiming for. By connecting each intermediate goal to the bigger picture, we create a sense of awareness, accountability, and initiative across the board. 

At the same time, I believe in striking the right balance between having well-structured business processes and giving our team the freedom to experiment and come up with innovative ideas. This balance is key to fostering a marketing culture that is both dynamic and forward-thinking. It enables us to stay on track with our strategic goals while also encouraging creativity and innovative thinking that sets us apart from the competition.

“I believe in striking the right balance between having well-structured business processes and giving our team the freedom to experiment and come up with innovative ideas.”

Anton Eshtokin, CMO at Boomerang Partners

What does “affiliate success” mean to you personally, and how is Boomerang Partners redefining that standard in the industry?

At its heart, “Affiliate” is all about “Affiliation” – it’s about creating a strong, meaningful connection between our partners and us. It’s a two-way street where our success is deeply tied to theirs. This mindset drives us to prioritise the growth and development of our partners, nurturing long-term relationships. 

In practice, this means we take a fresh approach to affiliate management. We go beyond the basics by integrating comprehensive traffic strategies that ensure our brands are well-represented on our partners’ platforms. We delve deeply into player segmentation and tailor our retention strategies to meet their unique needs. Additionally, we share our analytical insights to help our partners optimise and scale their campaigns effectively. 

Instead of just handing over offers and standard materials, we work hand-in-hand with our partners, bringing our marketing and analytical expertise to the table. This collaborative approach is what sets our definition of affiliate success apart. It’s not just about transactions; it’s about growing together and achieving lasting success.

Boomerang Partners has made a strong impression at industry events. Will you or the team be attending any key expos in the coming months?

Sure. I’d like to emphasise that we take a data-driven approach to everything we do, and our research has clearly demonstrated the importance of maintaining a strong presence at key industry events. So, we’re not just planning to attend these events and expand our footprint there, but we’re also continuing to build on our strategy of creating our own events, such as the Golden Boomerang Awards.

This annual traffic tournament quickly became one of the most recognised and essential events in the industry. Through it, we’re not only building a global community of loyal affiliates but also giving them a platform to showcase their expertise and gain the recognition they deserve. It’s all about creating opportunities for connection, learning, and growth within the industry.

Finally, what message would you like to share with current or potential partners following Boomerang’s journey in the igaming space?

Our mission is centred on growing the affiliate market, and that extends beyond our own success. We’re dedicated to enhancing every part of our work to create new opportunities for our partners. Whether it’s through cutting-edge products, innovative analytics, unique business processes, or collaborative projects, we continually seek ways to push boundaries and deliver value to our partnerships. 

While financial success is crucial, we know it’s not the only thing that matters. When you work with us, you’re not just getting a service – you’re gaining access to experiences and premium services that money can’t buy. We believe in creating a balance between work and the positive, memorable experiences that make it all worthwhile. 

“Our mission is centred on growing the affiliate market, and that extends beyond our own success.”

Anton Eshtokin, CMO at Boomerang Partners

The Boomerang Partners‘ philosophy is captured in our slogan, “Live without limits.” This isn’t just a catchy phrase; it’s a reflection of our belief that the lines between partner and brand, between challenges and opportunities, and between business and inspiration can be blurred.

We strive to create an environment where both partners and the brand can thrive without unnecessary limitations.