Sergey Ghazaryan, GR8 Tech: “At SBC Lisbon, we aim to connect with leaders who want more than promises”

Focus Gaming News sat down with Sergey Ghazaryan, CRO at GR8 Tech, to discuss the company’s goals for SBC Summit 2025.

Exclusive interview.- At SBC Summit 2025 in Lisbon, GR8 Tech is set to showcase its vision for helping operators achieve top-tier performance. In this exclusive interview with Focus Gaming News, Sergey Ghazaryan, CRO at GR8 Tech, discusses the company’s ambitions for the event, the role of AI in driving efficiency, and its vision for long-term partnerships.

What are GR8 Tech’s main goals for SBC Summit 2025?

At SBC Lisbon 2025, our mission is to Activate the Heavyweight: helping ambitious operators step into the top tier of performance. We’ll be showing how the combination of the right mindset, disciplined execution, and resilient technology can turn market opportunities into championship-level results.

Through live demos of our full high-performance stack, we’ll prove how operators can enter new markets quickly, personalise experiences at scale, and maintain an edge under pressure. We aim to connect with leaders who want more than promises and make sure they leave Lisbon with all the tools to succeed at the highest level.

You’ve recently earned recognition as a “Most Loved Workplace.” How does this people-first culture translate into better performance or innovation for your clients?

When our people feel valued, supported, and inspired, they bring that energy directly into the solutions we deliver. It creates a culture where everyone takes ownership, pushes boundaries, and constantly looks for ways to improve. That means faster innovation, more proactive problem-solving, and a deeper commitment to our clients’ success. In the end, motivated teams deliver stronger products and services.

AI is clearly an essential pillar in your offering, with initiatives like the Pole Position Performance series. Which AI use case has had the biggest impact for your operator partners so far, and what’s next in this space?

For us, it’s about staying on the cutting edge—not just with AI, but across every part of our offering. Being the best means being the first to implement the most advanced, high-performance solutions. With AI, that has meant delivering tools that directly boost operators’ performance and efficiency, from smarter player engagement to real-time operational insights. And what’s next? Continuing to lead and bring in new AI-driven capabilities before anyone else does, so our partners can stay ahead of the competition.

The ULTIM8 Sportsbook iFrame is an important product in your portfolio. What feedback have you received from operators since its launch?

The feedback has been very positive—operators point to strong performance, healthy margins, and a fast, hassle-free integration process. We’ve also seen higher player engagement thanks to proactive promotions, which led us to create a dedicated team focused on continuously driving visibility and activity for the product in partnership with our operators. It’s all about building a win-win, where we boost immediate performance and lay the groundwork for long-term growth.

Can you expand on the idea of long-term performance partnerships? What are some of the most important ways you continue to support clients well after go-live?

We get clients live fast, but our real focus is on growing their GGR over the long term. That means putting their P&L ahead of our own, working closely through our dedicated growth department, and keeping communication transparent. We listen, learn what matters most to them, and deliver on it—because when our clients win, we win.

“We get clients live fast, but our real focus is on growing their GGR over the long term.”

Sergey Ghazaryan, CRO at GR8 Tech.

Looking beyond SBC Summit 2025, what key trends or technologies do you believe will define the next phase of growth for GR8 Tech and the igaming industry as a whole?

Speed will be the defining factor in product performance and operations. Products must load and operate quickly, while operationally, we need to respond to client requests with the same speed. In a saturated market, responsiveness is essential. On the product side, faster betting is becoming increasingly popular, so we’re enhancing our sportsbook, casino, and other offerings to enable players to place and settle bets quickly, keeping them engaged and aligned with this growing trend.

“Speed will be the defining factor in product performance and operations.”

Sergey Ghazaryan, CRO at GR8 Tech.

What are the company’s main goals for the rest of the year?

Our primary goal is to successfully launch several major clients—what we call our “champions.” We’re strengthening relationships and ensuring consistent performance across active markets, enabling clients to grow sustainably while raising the standard of performance. A key focus is enabling our clients to enter new markets, and when we do so, we ensure they have all the pillars of success—not just to operate, but to outperform the competition. Ultimately, our mission is to expand our clients’ market presence while maintaining the number-one position in our existing markets.

Book a meeting with GR8 Tech at SBC Summit, stand C350, and join the Heavyweight Club of igaming champions.