Boomerang Partners conducted its own research at iGB London 2025: key findings on affiliate trends

Boomerang Partners conducted a large-scale brand awareness survey at iGB London 2025, collecting feedback from industry decision-makers at the largest affiliate marketing and iGaming industry event. In essence, the PR team used real-time measurements of the quantitative and qualitative data in an industrial environment with the view of measuring client and customer experience. Additionally, the raw data also allowed the Boomerang team to identify strong trends that other market players may want to consider when creating a roadmap for achieving long-term objectives.

Demographic distribution of the Representative Sample

The Boomerang Partners survey involved 188 respondents from the iGaming and affiliate industries, with an average of 6 years of experience in their respective fields. The largest percentage of them are decision-makers:

• C-level & department heads – 16%
• Sales – 16%
• Affiliate managers – 14%
• Other managerial roles – 14%
• Founders & Owners – 11%
• CEO – 11%

The demographics of the respondents are also interesting. 49.4% of them are from the European Union, 26.7% represent the United Kingdom, and 13.6% from Asia. The share of representatives from other regions was just over 11%.

Brand visibility

The Boomerang Partners’ survey participants provided objective opinions and assessments of affiliate programs, marketing tools, and communications, which allowed the agency to form a cross-section of industry representatives’ expectations. Thus, 29% of them indicated that they learn about new partnership programs and brands at industry events (iGB was mentioned over 120 times, while SiGMA was mentioned more than 45 times). Other ways of obtaining such data include direct research (19%), social media (15%), and networking or word of mouth (15%). Interestingly, none of the sources show a significant advantage in reading industry news and analytics. This highlights the importance of diverse content distribution for increasing brand visibility.

Content types

The Boomerang Partners survey also touched on the types of content respondents found most interesting. Podcasts ranked first in popularity, with 66 respondents mentioning them. Networking, on the other hand, was the most rarely mentioned source of content, noted by only 6 survey participants.

Impact on the market

Boomerang Partners is rightly considered one of the leading brands in the affiliate marketing industry thanks to its commitment to continuous development. The agency creates marketing that responds to industry requests through various formats, creatives, and metrics. With the help of an effective symbiosis of marketing and analytics, Boomerang is not only a landmark player in the market but also shapes its trends with an emphasis on numbers. Stay tuned.

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