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Parimatch CPO: ‘We want to become a Netflix in the gambling world.’

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Parimatch is building a technological entertainment platform that’s changing the face of the betting industry. The company’s goal is to move away from the classic idea of the bookmaker and become a gaming and entertainment platform. The company made its first move in the fall when it presented the new game Footboss. Parimatch CPO Sergey Berezhnoy explains how a simple session-based game is about to change the way we think of betting forever.

 

Footboss: the concept

The ultimate aim of Footboss is to free ten major football stadiums from the grip of invading giants. The game’s key character is the coach, whose daily task it is to train his players to take winning penalties and practice unconventional tactics.

At first glance, the game seems simple, but with every new session, players discover new ways of enhancing their skills along with their chances of winning. Randomly distributed rewards and tasks give the journey unexpected twists—always expect the unexpected: different objects, different quests, and different heroes. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”

By playing Footboss every day for just five minutes, you can upgrade the skills of your football team, learn about the vulnerabilities of your giant rivals, notch up victories, and win real prizes — Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, to name but a few.

 

How Footboss Refreshes the Betting World

Footboss was proposed as an exciting alternative way to promote Euro 2020. Apart from focusing on high odds, bonuses, and competitive margins, we decided to give players a variety and new emotions.

Gamification and betting is not an entirely new approach. Even the official APL app has a built-in fantasy league that mixes reality and the virtual world.

We went one step further and came up with something similar games don’t do—we intertwined the game world with the real world of football. We wanted players to have fun creating their own football story.

Thanks to Footboss, players have been returning to Parimatch not only because they want to place bets or check out the odds but also to take a break, win a match or two and get a prize in the process. The game is session-based for a reason: players don’t get stuck playing it. After a couple of boss fights, it’s easy to get straight back to whatever you were doing.

 

Footboss as a non-trivial bonus for players

Footboss isn’t about money; it’s more about emotions and brand loyalty. The game is entirely free. To get started, all you need is an account with Parimatch. For the gameplay, we chose the “free to play” model: the more you play, the more you progress for free. In this model, the player’s status isn’t essential—what matters is the desire to play.

We wanted Footboss players to experience new emotions when interacting with the platform. On top of emotions, we integrated loot-box mechanics to add gifts that included prizes ranging from game equipment to iPhones and MacBooks.

 

Immersion in the game world and a new betting experience

Footboss is a refreshing experience that combines relaxed gameplay with a love of football. Together with their team, players create footballing history as they trek through the stadiums of Europe. Although the game is pure fiction, it is saturated with football: the top player on the team is Terminalaldo, a character very similar to the real Cristiano.

We presented the unique game’s fantasy world as part of the advertising campaign being prepared for Euro 2020. The transfer of playable characters to the semi-real cinematic world increased engagement a lot more because the gaming concept proved viable despite the cancellation of the championship.

In this story, betting is more of a bonus than a necessity. The coach offers to do additional tasks such as place a bet on Esports, football, hockey, or basketball. Involvement like this helps players to progress through the game faster and get in-game items, but they don’t have to.

 

Reaching the competitive audience segment

Footboss got into the segment of the audience that is driven by a desire to win: players immediately competed for the number-one rating. We noticed the race in the rankings and decided to give motivated players more opportunities to prove themselves through in-game quests.

 

Game launch results

Over 100,000 players participated in the first version of the game, where they fought over 1,000,000 battles and completed more than 350,000 quests. For the 36 days of the promotion, players opened 405,834 loot boxes containing hundreds of real prizes from Parimatch.

Despite Footboss being session-based and designed for five minutes of gameplay, some players scored 10 hours of game playing and completed the game four times.

We consider the launch a success because we’ve given players new experiences, expanded the platform’s capabilities, and identified growth points for interaction between games and betting.

 

Entertainment platforms are the future

In the first test run, we only tried out ten percent of the game mechanics from our arsenal. So far, we’ve built a conditional “stadium” where new battles will unfold: new seasons and championships, quests, stories, characters, and content. We will also integrate other sports and gambling.

We are planning to add new mechanics such as PVP so that players can compete against each other. The PVP format will enhance the engagement and the variety of gameplay through fight emotions, new team lineups, item sets, and tactics. We are also thinking about integrating actual events from the world of sport connected with betting promotions.

COVID-19 has affected the whole world and has become a powerful impetus for betting to move forward. Parimatch is moving beyond the classic competition model—we’re already building a gambling entertainment products. Thanks to the game integrations, we are changing the perception of betting and giving players new emotions.

Parimatch is continuing along the path of innovation in the betting field and is already introducing exciting new approaches to gambling.

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BETesporte Reinforces Commitment to Sports with Major Investments Across Brazil

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Investment in championships, clubs, and national teams expands media assets and positions BETesporte as a key player in Brazil’s sports market.

BETesporte, a betting platform that proudly carries “sports” in its name, is reaffirming its leadership in the industry by reporting consistent investment results over the past four months. While most betting platforms generate the majority of their revenue from online games (virtual casinos), BETesporte stands out as one of the few where sports betting leads the way — accounting for 65% of its total revenue, compared to 35% from online games. This figure directly reflects its brand strategy and commitment to strengthening Brazilian sports.

Over the last four months, we’ve consolidated our presence on multiple fronts, focusing on strategic returns and high-quality visibility. We’ve sponsored several state championships in all regions of the country, including the Paulista, Paranaense, Carioca, Alagoano, Gaúcho, Pernambucano, Cearense, Catarinense, Baiano, and Mineiro tournaments, as well as the highly engaging Copa do Nordeste. We’ve also invested in Series A and B of the Brasileirão, placing our brand on Brazil’s biggest football stages and ensuring mass exposure with a high value per impression. It’s a strategic allocation of resources designed to generate brand impact and strengthen the Brazilian sports ecosystem,” said Thiago Carvalho, CFO at BETesporte.

Among the platform’s most notable recent acquisitions is brand exposure during Brazil’s national team matches in the World Cup Qualifiers — a move that reinforces BETesporte’s presence on the global football stage and strengthens its connection with fans during highly visible moments.

We truly believe in the power of sports as a driver of connection and engagement. At BETesporte, we’re constantly investing in improving our platform with new features and more real-time betting options. Our marketing plan is performance-oriented: we aim to energize Brazil’s sports scene through active sponsorships in Series A and B of the national league — with master sponsorships, LED field displays, and direct club support. We bet on sports both as a passion and a business,” added Danylo Campos, CTO of BETesporte.

Beyond football, BETesporte is expanding its social impact by supporting up-and-coming athletes, providing financial assistance to help them compete and grow in sports like kickboxing, table tennis, and jiu-jitsu — an initiative that helps uncover new talent and democratize access to high-performance sports.

The company also maintains partnerships with traditional clubs like CRB, CSA, and Volta Redonda, reinforcing its regional presence and boosting local fanbases with strong community ties.

BETesporte’s credibility is further strengthened by the presence of legendary Brazilian football figures as brand ambassadors, including Zico, Vampeta, Diego Souza, and Macaé — personalities who bring even more legitimacy to the company’s presence in the sports world.

The post BETesporte Reinforces Commitment to Sports with Major Investments Across Brazil appeared first on Gaming and Gambling Industry in the Americas.

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California Gambling Control Commission Advances Licensing, Tribal Partnerships, and Responsible Gaming Initiatives

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Sacramento, CA — In a meeting packed with regulatory updates and licensing decisions, the California Gambling Control Commission (CGCC) convened on April 24 to advance numerous agenda items impacting the state’s gambling landscape—from tribal gaming approvals to responsible gambling programs and operator renewals.

Problem Gambling & Public Health Takes the Stage

The Commission meeting opened with a presentation by Sosha Marasigan-Quintero from the California Department of Public Health, offering an overview and update on the California Problem Gambling Treatment Services Program. While no specific staff recommendations were provided, the update underscores California’s continued focus on behavioral health in gambling.

Tribal Revenue Distribution Approved

The Commission approved the quarterly distribution of payments from the Revenue Sharing Trust Fund to eligible recipient Indian Tribes. This routine, yet vital, procedure ensures the equitable distribution of revenue to support tribal sovereignty and infrastructure across the state.

Cardroom Licensing: Approvals and Extensions

Among key licensing matters:

  • 500 Club Casino (K & M Casinos, Inc.) received both initial and renewal owner-type license approvals through January 2027.

  • Casino Chico, Hollywood Park Casino, and Lake Bowl Cardroom were granted renewals and short-term extensions, some with conditions such as improving record-keeping systems or ensuring regulatory compliance ahead of reopening.

  • Hotel Del Rio & Casino was granted a 60-day extension under several strict conditions, including updated safety plans and the restatement of commingled financial records.

Key Employee Licensing Actions

The Commission approved several initial and renewal key employee licenses. Notably:

  • Jeffrey Thompson was approved with a condition prohibiting involvement in illegal gambling activities.

  • Kevin Lee and George Rahme received 120-day extensions for renewal processing.

Third-Party Proposition Player Services Under Scrutiny

The Commission approved both initial and temporary licenses for Fortune Players Group, Inc., with a lengthy list of conditions tied to the conduct of a former associate, Rene Medina. These conditions highlight the Commission’s ongoing vigilance in monitoring third-party player services and maintaining compliance across operations.

Progressive Gaming, LLC was also approved for an initial license, further expanding third-party service provider capacity.

Gaming Resource Suppliers & Tribal Approvals

Initial suitability findings for several prominent tribal gaming resource suppliers were approved, including:

  • HCAL, LLC

  • JCM Global

  • Konami Gaming, Inc.

  • PDS Gaming, LLC

Dozens of tribal gaming employees were also approved for key positions at tribal casinos across California, reflecting the Commission’s continued support of tribal gaming operations and the necessary workforce to support it.

Notable Withdrawals and Denials

In two notable cases, requests to withdraw license applications—Josephine Hoang and Jesus Bojorquez—were denied, signaling the Commission’s increased scrutiny and emphasis on applicant accountability.


A Broader Look Ahead

With regulatory reform on the horizon and ongoing efforts to promote responsible gaming, the April 2025 CGCC meeting showcased a mix of routine license management and deeper engagement with emerging compliance issues. As the Commission prepares for the next quarter, the groundwork laid in this session will likely influence policy developments and enforcement trends across California’s gambling sector.

The post California Gambling Control Commission Advances Licensing, Tribal Partnerships, and Responsible Gaming Initiatives appeared first on Gaming and Gambling Industry in the Americas.

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Trends in affiliate marketing in 2025 from Boomerang Partners: AI, Personalized Engagement, Crypto, Betting, and Tournaments

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Affiliate marketing in 2025 has evolved far beyond just boosting traffic or generating clicks — it’s now all about building value-rich ecosystems and partnerships where each user interaction is fine-tuned for maximum relevance and effectiveness.

Boomerang Partners, a rapidly growing global brand behind the annual Golden Boomerang Awards for affiliate teams around the world, shares insights about the key trends of 2025 in the affiliate marketing industry. These trends are driven by advancements in AI, blockchain, and personalization technologies.

AI-powered optimization

Advanced AI tools empower affiliates to launch highly personalized campaigns on a large scale. By analyzing user behavior in real time, these tools help marketers anticipate user intent and deliver customized content that speaks directly to distinct audience needs.

With AI-powered tools, affiliate managers can plan, execute, and evaluate campaigns with minimal human intervention. This saves time when adjusting strategies and making data-driven decisions.

Personalized engagement

Using data on user behavior and preferences, affiliate managers tailor content, advertising campaigns, and product recommendations. This leads to increased engagement and conversions.

AI-powered personalization relies heavily on real-time insights into user behavior. Key elements include maintaining contextual relevance, steering clear of excessive segmentation, and optimizing content dynamically. Instead of relying on fixed strategies, marketers now continuously refine campaigns using live data. To maximize impact, marketers should combine AI solutions with A/B testing processes, forming a feedback loop that enhances content effectiveness with each iteration.

Crypto betting boom

In 2025, integrating cryptocurrencies into iGaming affiliate marketing will become increasingly prominent. This trend is fueled by industry growth and the increasing adoption of blockchain technology. Using cryptocurrencies such as Bitcoin and Ethereum increases the security of transactions and provides exposure to an international audience. Cryptocurrencies also open up new revenue streams and foster innovation in the field.

Affiliates integrating cryptocurrency into their platforms have seen advantages like quicker payment processing, reduced transaction costs, and enhanced security. Built on decentralized technology, crypto promotes greater transparency, helping to foster trust compared to conventional centralized financial systems.

Affiliate tournaments

Industry tournaments boost brand visibility and help build strong affiliate communities. Affiliate tournaments have become a trend in the industry. They are mainly organized by affiliate programs and feature valuable prizes — from iPhones and MacBooks to luxury cars and cash rewards. Boomerang Partners took it a step further by launching the annual Global Boomerang Partners Awards.

This year, Boomerang Partners is hosting its second annual tournament for affiliates worldwide, the Golden Boomerang Awards 2025it runs through May 11. More than 400 teams are participating.  Monthly prizes are given out for completing intermediate tasks. The top 30 contestants will reach the finals and compete for 11 awards, including the Grand Prix. They will also be able to attend the global networking event in Milan at San Siro. Registration for the tournament is open until May 5. There’s still time to register before the final prize drawing on May 3. The organizer will ensure the fulfillment of dreams. The winner will choose how to use the prize – for travel, education, or a top device.

Join Boomerang Partners and the Golden Boomerang Awards 2025.

About Boomerang

Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Betting Partner of AC Milan and collaborates with women’s football star and influencer Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards 2024, the first annual global affiliate tournament. Boomerang Partners’ betting segment surged 5x, and gambling — 2x in 2024. Its affiliate program demonstrated a 120% increase in partners, and the number of sports betting offers surged more than 6 times. Six new products were launched by Boomerang in 2024, which contributed to an almost 1.5-fold increase in product users.

Boomerang’s portfolio contains 15+ gambling brands, including sportsbooks. They cover over 35 GEOs and offer a wide range of betting options with favorable odds. These products provide personalized bonuses and 24/7 multilingual support.

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