Kristina Shkredova: “At iGB L!VE 2026, we want to focus on the ideas that reflect where Boomerang Partners is moving next”
Focus Gaming News spoke with Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, about the company’s strategy for iGB L!VE and the Golden Boomerang Awards 2026.
Exclusive interview.- As the affiliate industry prepares for another edition of iGB L!VE, partnership building, long-term planning, and performance-driven initiatives are taking centre stage. In this exclusive interview with Focus Gaming News, Kristina Shkredova, affiliate team lead at Boomerang Partners, discusses the company’s priorities for the event, the evolution of affiliate engagement, and how Boomerang is helping partners navigate an increasingly competitive and fast-changing market.
Shkredova also shares insights into the latest developments surrounding the Golden Boomerang Awards 2026 and the Sports Marketing & Betting Calendar 2026, two initiatives designed to help affiliates maximise opportunities around major sporting events while maintaining sustainable growth throughout the year. From industry trends and strategic planning to the challenges facing affiliates in the years ahead, she explains how Boomerang Partners aims to combine practical tools, ongoing support, and meaningful collaboration to help partners remain competitive in a rapidly evolving landscape.
How is Boomerang Partners preparing for iGB L!VE?
For us, iGB L!VE is first and foremost a strategic business event. This year we are approaching it with a very clear focus: strengthening relationships with existing partners, meeting new affiliates, and discussing future cooperation opportunities. Our objective is not to create the loudest presence on the show floor, but to have the most productive conversations.
The affiliate industry is evolving fast, and events like iGB L!VE are the perfect place to understand where the market is heading and what our partners actually need at this stage. For Boomerang Partners, it’s about turning those conversations into real opportunities for future growth.
This approach naturally extends to our stand as well. We’ve focused entirely on creating a comfortable, business-first space that’s perfectly set up for face-to-face meetings and serious discussions, rather than just chasing noisy entertainment. At the end of the day, it’s all about efficiency—every conversation should have a clear purpose and help us build genuinely strong partnerships.
Alongside this, we are coming with a packed meeting schedule. We also have a few updates and plans to share with partners about where we are heading next with affiliates.
What are the key initiatives you’ll be presenting at iGB L!VE?
We want to focus on the ideas that reflect where Boomerang Partners is moving next. It’s a great opportunity to share more about the initiatives we are working on, discuss industry trends, and show partners what is happening behind the scenes.
One of the key topics will be the Golden Boomerang Awards 2026, which keeps growing as a long-term project for affiliates and brings new opportunities each season. We’ll also talk about our strategic tool for affiliate teams, Sports Marketing & Betting Calendar 2026, which helps partners plan their work around key sports events and be more prepared for big moments during the year.
But we’re not putting everything on the table in advance – some things are better left for iGB, so there’s still room for surprises when we meet in person.
The second half of the Golden Boomerang Awards 2026 has launched. What does the company expect from this tournament, considering that it coincides with the FIFA World Cup?
The launch of the Second Half of GBA comes at a key moment in the sports calendar. The FIFA World Cup 2026 is expected to bring a huge increase in audience attention, which naturally creates strong opportunities for affiliates to scale their activity. The Wimbledon Championships adds extra engagement and keeps interest high across sports.
This is exactly why we placed the Second Half into this part of the year. The tournament mechanics are aligned with the sports calendar, helping affiliates take advantage of the biggest traffic opportunities while competing for valuable prizes throughout the stage.
The Formula 1 Grand Prix Trip on September 6 remains the headline prize of this stage, awarded to one of the Top 10 affiliates. In addition, participants will continue competing for our Mystery Boxes, which have become one of the most popular elements of the tournament thanks to the excitement and unpredictability they bring throughout the season.
Of course, prizes are a big part of the motivation, but the bigger goal is to reward consistent performance throughout the season. Every point brings participants closer to the Grand Final in Lisbon on September 28, where we will present 11 industry awards to the top performers of the season.
This is exactly what Golden Boomerang Awards 2026 is built around. Success is not defined by a single campaign, a single month, or even a single tournament stage. It is earned through consistency, adaptability, and performance across the entire season. And this stage, sitting right in the middle of the biggest sports moments of the year, is where we expect the highest level of energy and engagement from our partners.
“Success is not defined by a single campaign, a single month, or even a single tournament stage. It is earned through consistency, adaptability, and performance across the entire season.”
Kristina Shkredova, affiliate team lead at Boomerang Partners.
Earlier this year, Boomerang Partners introduced its Sports Marketing and Betting Calendar 2026. What feedback have you received from affiliates?
The response has been very positive so far. Our partners really liked it, especially because it gives them something practical they can actually use in their planning and day-to-day work. That’s why the calendar created quite a strong “WOW effect” for many of them.
What they value most is that it’s not just a list of events. It helps them move from a reactive approach to a proactive one. Instead of responding to events when traffic is already peaking, they can prepare content, campaigns, and acquisition strategies weeks in advance. It gives them a much clearer structure for planning.
We also see that it helps affiliates look beyond the most obvious tournaments and find new opportunities across the year. While football remains the main traffic driver, many partners are using the calendar to diversify into other sports as well and keep engagement more stable throughout the year – which is exactly what we aimed for.
Looking ahead, what are the company’s next challenges?
The affiliate industry is becoming increasingly competitive, and one of our biggest challenges is supporting partners as they adjust to these changes.
Traffic acquisition costs continue to rise, regulations evolve across multiple markets, and audience behaviour changes faster than ever before. With these changes happening across the industry, affiliate programmes need to offer more than just commercial terms. They need to provide guidance, expertise, and tools that help partners adapt.
For this reason, we’re investing more into the support and resources we provide to affiliates. We want affiliates to have more than competitive terms – they need market insights, better materials, and support that helps them make decisions faster.
At the same time, we continue to invest in sports and in initiatives that help partners perform better during major events.
In the end, the challenge is the same as the goal – helping affiliates stay competitive and succeed long term, not just in short peaks.
“The affiliate industry is becoming increasingly competitive, and one of our biggest challenges is supporting partners as they adjust to these changes.”
Kristina Shkredova, affiliate team lead at Boomerang Partners.
Disclaimer:
FIFA World Cup 2026, The Wimbledon Championships and Formula 1 are mentioned for descriptive purposes only. Boomerang Partners is not affiliated with, endorsed by, or officially connected to these entities in any way.
