Mikhail Smirnov, the Head of Affiliate BetBoom Partners RU

Today in the iGaming Heroes section on 3S.INFO, these and other questions are answered by Mikhail Smirnov, the Head of Affiliates at BC BetBoom.

Publication date: 11 November 2025

How to fail all job interviews but lead one of the strongest teams in affiliate marketing? What helps stay afloat in any difficult situation without losing spirit? Is there friendship in business and what can true partners teach you? Today in the iGaming Heroes section on 3S.INFO, these and other questions are answered by Mikhail Smirnov, the Head of Affiliates at BC BetBoom. Meet him, read his story, be inspired!

– How did you start your journey in affiliate marketing and eventually become the head of affiliate program?

I got into affiliate marketing purely by chance. A good friend of mine referred me to one of the well-known CPA networks. At that time, I started as an ordinary account manager, really needed work, had no significant experience, and took the interview very lightly. I came completely unprepared and, naturally, failed miserably. The first question they asked was something like this: “Why did you even bother coming here if you didn’t even take the trouble to look up basic information about our company? Who we are, what we do…? You just didn’t bother to learn the basics! It’s a sign of disrespect towards us…” That was the first time I felt so embarrassed…

The BetBoom bookmaker is one of the industry leaders and is consistently ranked among the top bookmakers. For more details about its revenue, features, and popularity, read the “Rating of the Best Russian Bookmakers”.

They offered me another shot at the interview, asking me to properly research and understand what the industry was all about. This time, I put in maximum effort, spent weekends studying terms, researching competitors’ companies. Yet, I still failed again because all my new knowledge turned out to be superficial. Despite that, my first boss Dana Martynova saw potential in me and gave me a second chance. That’s how I ended up in this field.

That was my start. I went through a long, difficult journey of ups and downs, and constant challenges, as clichéd as that may sound. To rise to the position of Head of Affiliates, especially at BetBoom, in our fast-growing and constantly changing market, I had to grind relentlessly. And not just on technical matters. I strengthened my will, my skills, and grew as a person. And even now, I continue to learn how not to let the team down, how to be a public figure, how to stay at the top of the market, and how to balance an active career with family life.

– When you became Head of Affiliate, what did you want to change first? Did you have a ready plan or everything evolved along the way?

When I joined BetBoom, I didn’t feel the need to remake everything according to my own vision, let alone starting from scratch! The guys who passed on the Russian affiliate program direction made an incredible contribution to the brand’s concept. So, the solution was obvious: preserve everything that had already been built before me, and then give this locomotive further momentum so it would continue moving and pick up speed!

– What’s your management style: strict control or more trust and freedom?

For me, what’s important is my team members, and I’ll stand up for each one to the very end. We’ve assembled an excellent team where everyone is a specialist in their area. I trust them and can rely on each individual, which means there’s no need for me to hover over their shoulders and monitor every move. We’re autonomous: we’ve got a clear vision, goals, tasks, and I know they’ll deliver on time. I’m always ready to help, give advice, guide when necessary.

– Do you recall any piece of advice that influenced an important decision or became a career milestone?

Probably not, rather than specific advice, I’ve been surrounded by people who worked tirelessly and achieved great results. Career progression was inevitable. Watching them, I realized — I either follow suit or sit stagnant forever!

– What have your affiliates taught you during this time? Was there anything that changed your perception of the market?

It’s often said that there’s no room for friendship in business. In part, that’s accurate. However, in our particular scenario, things seem different. Apart from our core team, we’ve managed to gather numerous other teams and individuals around ourselves. These are people who carry their weight independently. With them, we’re friends, engaging in communication, collaboration, implementing joint ventures, growing mutually, and earning income collectively. Therefore, if there’s one thing my partners have taught me, it’s the art of understanding people. It’s not easy, sometimes I still make mistakes, but those cases are rare.

– What do you feel works consistently in affiliate programs, even when the market is turbulent?

A lot here depends on what exactly is causing the turbulence and how. Our field is unstable, which is what makes it unique.

What helps our affiliates stay afloat and keep their spirits up is the confidence in tomorrow that we provide. We keep our word, honor our agreements, and deliver on our promises. We work together with our partners to find opportunities for improving and increasing traffic volume, optimize advertising campaigns, assist with generating creatives, and more. At the same time, we remain accessible and provide honest, direct answers, even when things don’t go according to plan.

– Are there any signals for you that make it immediately clear: it’s better not to get involved with this webmaster for the long term?

There aren’t definitive signals to determine relationship sustainability. Time and statistics usually reveal the truth))))

However, some signs show right away whom we won’t work with. Our main pain point involves webmasters who approach us without a clear proposal, stats, or proper description of their expertise. Extracting information becomes tedious, only to find later that we’re incompatible regarding sources, for instance. Over time, dealing with such individuals feels disrespectful, making prolonged dialogue undesirable.

– BetBoom’s brand recognition is growing and the brand is on everyone’s lips. What internal processes have driven this effect?

The media success of the affiliate program primarily relies on product quality. BetBoom is a massive high-tech holding, a complex mechanism functioning due to contributions from every single person involved. Within our structure, several departments operate, each with its nuanced communication dynamics contributing to overall excellence.

– When building a team, what’s most important: experience, skills, or alignment in spirit?

Obviously, both experience, skills, and passion for the brand matter, but if I had to choose one factor above others, for me, personal connection takes precedence.

I’m confident I could collaborate effectively with anyone, but if someone doesn’t resonate with our team’s vibe, it negatively impacts communication and work quality. I prefer having everyone aligned in mindset. Here, we’re not merely colleagues. Working together is enjoyable precisely because, as the wise bald guy “from Brazzers”, Dominic Toretto, once said: “The most important thing in life will always be family.”

Is iGaming your world? turn your experience into something greater. Share your ideas, strategies, and discoveries — we’re always connected.

To stay ahead of the curve and receive exclusive news firsthand, your next step is to join our 3SNET Telegram channel.