GR8 Tech: Rewriting iGaming’s Commercial Playbook
Sergey Ghazaryan explains why GR8 Tech's financial success rises and falls with operator profit, not turnover
GR8 Tech arrived at SiGMA Central Europe with the “Heavyweight Rulebook” – not just a campaign, but a performance-driven manifesto shaped by the industry’s top operators and innovators.
Sergey Ghazaryan, Chief Revenue Officer, explains why it is a response to long-standing structural issues in the industry: fragile profitability, sluggish technology, and a lack of genuine partnership between suppliers and operators.
GR8 Tech’s commercial philosophy itself challenges one of the industry’s most entrenched habits – prioritising vendor revenue above operator success.
“It might be outside of the laws of a CRO of a B2B company, but we focus more on the profitability of our clients than our revenue,” Sergey explains.
“Many operators struggle to maintain the level of profitability needed to pay salaries, enter new markets and acquire more traffic.
“We work very closely with our clients to understand their PNL and adjust our commerce to accommodate their pains with the goal of growing together.”
That alignment – operator-first, outcomes-driven – forms the backbone of the Heavyweight Rulebook.
GR8 Tech showcased these principles in Rome, where ULTIM8 Sportsbook and a suite of engagement tools demonstrated what the company calls the “Champions’ Rules” in action: speed, discipline, resilience, and partnership.
The Internal Testing Ground
Before GR8 Tech asked the market to embrace the Rulebook, it tested those rules within its own walls. Sergey describes the process as a mirror, not a brainstorm.
“We interviewed many employees, including myself, to create a rulebook we ourselves believe drives success,” Ghazaryan says. “My message was to never agree with the status quo. Sometimes my team nags me for shaking the boat, but that comes from my nature of not accepting things as they are.”
Some rules come from years in the industry; others, surprisingly, from childhood lessons. “My aunt once told me, when solving a math problem: when you don’t know what to do, you do what you know. I apply this when entering new markets.
“I may not always know the nuances right away, but I know how to listen. I find the right partner who understands the market, and I offer strong commercial terms because I know how to build symbiotic partnerships.”
The result is a culture built not on slogans but habits – the same habits GR8 Tech believes operators need to dominate, not just survive.
Rewriting Rules The Industry Forgot
iGaming has long been shaped by revenue share models, fragmentation, and short-term thinking. Sergey argues that these dynamics often overshadow the interdependence that actually binds the ecosystem.
“I’ve never seen an industry so interconnected in terms of gains and pains,” Sergey shares. “But many forget that. They think only about their little cluster. You cannot build a long-term partnership that benefits one side at the expense of the other.”
For GR8 Tech, rewriting the rules means re-centring trust – not as a soft value, but as a strategic advantage. “Clients start to trust us because you earn trust; you don’t just get it for free. Then they begin to care about our PNL as well, which makes the entire ecosystem stronger.”
This philosophy runs through their revenue-share alignment model, where GR8 Tech’s financial success rises and falls with operator profit, not turnover.
Technology as Armour
One of the Rulebook’s core principles asserts that “technology is armour,” a line that resonates strongly at a time when operators are strained by downtime, operational inefficiencies, and rising acquisition costs. GR8 Tech’s response is rooted in automation and AI – not as buzzwords, but as tools for measurable uplift.
“We need to automate everything that can be automated,” Sergey explains. “AI has penetrated every aspect of our company. It improves performance, conversions, retention, LTV – which allows operators to monetise more traffic and grow.”
Internally, the company uses AI to accelerate workflows and reduce overhead, which translates to lower costs passed on to clients. “This improves the bottom line of our clients – that’s what our ecosystem is centred around.”
These improvements back the promises Sergey outlines: over 30 per cent engagement uplift via AI-driven personalisation, more than 50 per cent GGR uplift through advanced sportsbook features, and 99.99 per cent uptime across global markets.
Speed to Market
Perhaps the most tangible example of the Rulebook in action is ULTIM8 Sportsbook, designed to support both rapid deployment and deep customisation. GR8 Tech’s iFrame integration allows operators to launch in as little as seven days – an embodiment of the rule “Champions don’t wait.”
“We have a startup spirit,” Sergey says. “Let’s try it rather than discuss endlessly whether it’s worth it. If you don’t try, someone else will.”
The approach is particularly transformative for casino operators entering sports for the first time. “Sportsbook is an event-based live business,” he explains.
“Casinos often don’t know how to manage sports. We help them not just with content, but with how to market, drive traffic, and build a calendar. We have historical operating experience in our DNA, and we translate that to beginner clients.”
The newly introduced API path, meanwhile, gives advanced operators total control over their frontend while leveraging GR8 Tech’s trading, risk, and data foundation.
Both modes reflect GR8 Tech’s core promise: no matter the path, operators gain precision, performance, and profitability at scale.
