Kristina Shkredova: “We are very inspired by the idea of Boomerang Partners becoming the number 1 affiliate program in the world in online sports betting”

Kristina Shkredova, Affiliate Team Lead at Boomerang Partners, reflects on the major shifts in the affiliate space, the company’s key milestones over the past four years, and the growth opportunities that lie ahead.

Exclusive interview.- Marking its fourth year of success, Boomerang Partners continues to strengthen its position in the affiliate marketing industry. In an exclusive interview with Focus Gaming News, Kristina Shkredova, Affiliate Team Lead, shares insights into the company’s achievements and future ambitions.

You’ve been with Boomerang Partners almost since the very beginning. Looking back, what stands out most about how much the company has grown in four years?

The growth rate of Boomerang Partners amazes and inspires me every day! Also, I would like to highlight each employee’s personal growth. Having been with the company since its foundation, I am very pleased to see how each of us grows professionally. 

Boomerang has set ambitious goals and has achieved significant milestones over the past four years. We now have over 3,000 affiliate partners, and our portfolio includes more than 13 brands operating in over 40 regions, all in compliance with local legislation. In 2024, our online betting segment has grown fivefold, the online gambling segment has doubled, and the number of product users has increased by 1.5 times. Looking ahead, we have big plans and ambitious goals, and we are confident in our ability to achieve them.

“The growth rate of Boomerang Partners amazes and inspires me every day! Boomerang has set ambitious goals and has achieved significant milestones over the past four years.”
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners.

In your time, what have been the biggest changes or evolutions in the affiliate space that Boomerang has adapted to effectively?

Our industry is becoming increasingly flexible, fast-paced, and adaptive, and this trend is set to continue. Traffic types, geographical regions, algorithms, and other things are changing so fast that only great professionals, which we are, not only keep up with the changes, but also quite successfully climb Olympus. We are discovering new opportunities for ourselves, and one of the most striking is our growth in online sports betting. Furthermore, we help our affiliate partners break into the sports traffic vertical. My portfolio includes several cases of working with affiliates without prior experience with sports traffic. But they were eager to try, and I helped them make it happen. As a result, these partners are now generating significant volumes of sports traffic. None of them has regretted making that choice. 

When the company was just a startup, what was the vision for the affiliate department, and how has that vision evolved as Boomerang has scaled?

From the beginning, our main priority was strong, friendly relationships with our affiliate partners, built on trust, mutual understanding, reliability, and a sense of humour. In addition to support, friendship, and understanding, we discover many new things for ourselves and our affiliate partners, learn together, try new approaches to attracting traffic, and grow professionally.

“From the beginning, our main priority was strong, friendly relationships with our affiliate partners, built on trust, mutual understanding, reliability, and a sense of humour.”
Kristina Shkredova, Affiliate Team Lead at Boomerang Partners.

Are there specific milestones, campaigns, or partnerships you’re incredibly proud of from the last four years-moments that symbolise the company’s success?

Of course, the fact that we are actively growing in the online betting segment and showing excellent results in such a short time pleases me. The pace at which Boomerang Partners is growing is indicative, and the team of professionals who work every day is inspiring. Just imagine, in such a short time, we have signed a strategic partnership with AC Milan and have seen significant growth across multiple metrics. In 2024 alone, our sports traffic increased by 194 per cent, the number of our affiliate partners grew by 120 per cent, and the retention rate among activated sports affiliates reached 86 per cent. 

Boomerang Partners’ successes have been recognised at the highest levels. Over the past four years, we have won numerous prestigious industry awards. For example, we won the SBC ‘Rising Star in Sports Betting’ (Operator) award in 2024, reflecting our focus on developing the online sports betting segment. In 2025, we received the ‘Unique Gaming Company of the Year’ at the International Gaming Awards, and I personally was honoured with the ‘Best Affiliate Manager AskGamblers 2025’ award. 

Regarding initiatives, I must mention the Golden Boomerang Awards (GBA). In 2024, we launched the first season of this annual affiliate tournament, and it was met with great enthusiasm by the industry. It allows affiliate teams worldwide to showcase their expertise and gain international recognition. In 2025, the second season of the Golden Boomerang Awards saw the participation of over 400 teams (compared to 226 in the first season), and the award ceremony took place at the legendary San Siro Stadium in Milan, thanks to Boomerang being the Official Regional Partner of AC Milan. 

The Golden Boomerang Awards have become a landmark event for the industry, and we are committed to continuing this tradition. Also, this fall, we launched the Golden Boomerang League, a sports traffic tournament in which participants can win direct access to the GBA 2026.

As you look toward the next chapter, what are you most excited about – new growth opportunities, innovations, or the department’s evolving role within Boomerang?

I am very inspired by the idea of ​​Boomerang Partners becoming the number 1 affiliate program in the world in online sports betting. I learn something new daily and am very excited that the company is dynamically developing, opening new doors for itself. As a team leader, it’s great to see growth prospects for my team, both in quality and quantity. Also, there are excellent prospects for developing my managerial skills and successful professional communication skills, which will help me grow professionally, together with Boomerang Partners.