Vardan Hakobyan: “We see Europe as one of the most important strategic arenas for GR8_TECH this year”

Focus Gaming News spoke with Vardan Hakobyan, Head of Sales at GR8_TECH, about the company’s European expansion strategy and product roadmap ahead of iGB L!VE.

Exclusive interview.- As Europe’s regulated gaming landscape becomes increasingly competitive, operators are under growing pressure to balance compliance, localisation, performance, and player engagement. In this environment, technology providers are being asked to deliver more than standalone products, offering flexible ecosystems that can adapt to diverse market conditions while helping operators scale efficiently.

GR8_TECH is positioning itself at the centre of that evolution. Following a series of sportsbook enhancements ahead of the FIFA World Cup and continued expansion across its turnkey, casino, crypto, and affiliate solutions, the company arrives at iGB L!VE 2026 with a clear focus on performance, personalisation, and operational flexibility. At the same time, GR8_TECH continues to strengthen its presence in key European markets while pursuing new opportunities across Latin America and the MENA region.

In this exclusive interview with Focus Gaming News, Vardan Hakobyan, head of sales at GR8_TECH, discusses the company’s strategic priorities for Europe, the latest innovations being showcased at iGB L!VE, the growing role of AI and data analytics in product development, and how operators can navigate an increasingly complex regulatory and competitive landscape.

What strategic opportunities does GR8_TECH see in the European market this year?

We see Europe as one of the most important strategic arenas for GR8_TECH this year. We focus on helping operators move faster, localise more effectively, and improve performance across sportsbook, casino, payments, and platform operations.

Europe is a highly fragmented market, so success really comes down to flexibility. Operators need to adapt from market to market, stay compliant, optimise local payments, and upgrade their technology without disrupting day-to-day operations.

Central and Eastern Europe is a particularly strong opportunity for us. We’re seeing growing demand there for high-performance sportsbook and turnkey solutions. Being recognised as Best Sports Betting Provider in CEE 2026 also reinforces that our product direction is resonating in the region.

Beyond CEE, we also see strong potential in mature European markets, where operators are seeking greater scalability, stronger margins, faster integrations, and greater control over the player experience.

Which flagship innovations are you unveiling at iGB L!VE?

At iGB L!VE, our focus is on showcasing how the full GR8_TECH ecosystem is evolving into a faster, more performance-driven platform for ambitious operators. Ahead of the World Cup, we have already made major upgrades to GR8_SPORTSBOOK, including a redesigned navigation structure, improved user flows, easier event discovery, stronger campaign visibility, Bet Builder enhancements, new Odds Boost functionality, and more player-specific markets. These updates are built to help operators convert more traffic, retain more players, and extract more value from the biggest sports moments of the year.

We’ve also been working towards becoming one of the fastest platforms in the market. At iGB L!VE, visitors will be able to learn more about this roadmap, as well as our sportsbook, turnkey, casino aggregation, crypto, and affiliate solutions, including the affiliate management platform recently shortlisted for Best Affiliate Management Platform at the iGB Affiliate Awards 2026.

How are you integrating AI-driven personalisation into your portfolio?

AI-driven personalisation is embedded across our platform as a practical performance layer. In the sportsbook, it makes the player journey more relevant in real time through event and market recommendations, personalised bet suggestions, parlays, Bet Builder experiences, tournament recommendations, and smarter content placement. It reduces the distance between player intent and the right betting opportunity, while giving operators more control over engagement, margin, and risk.

The same approach applies to casino, CRM, and engagement. AI helps surface relevant games, providers, categories, and trending content based on player behaviour, while machine learning supports preference segmentation, churn prediction, personalised bonuses, automated journeys, and AI-assisted marketing content. For operators, that means the right offer to the right player, at the right moment, helping improve retention, increase session value, and create more meaningful player experiences.

What role does data analytics play in shaping your product design?

Data analytics plays a huge role because we want to understand what helps operators grow: where players convert, where they drop off, what content keeps them engaged, how payments perform, and which campaigns are most successful.

Data feeds directly into product decisions across sportsbook, casino, CRM, payments, risk, and back office. It helps us improve user flows, personalise offers, optimise campaigns, and give operators clearer visibility into their business. Operators need tools that help them make faster, smarter decisions. Data is what makes that possible.

How do you anticipate regulatory shifts in the EU affecting your roadmap?

We see EU regulation as something that must shape the roadmap from day one. Europe is highly fragmented, so our platform is built around flexibility, local configuration, and compliance by design, covering responsible gaming and reporting, KYC, AML, payments, and risk controls.

As rules become more complex, our focus is to help operators move fast while staying in control. That means giving them the tools to adapt quickly, enter new markets confidently, and maintain transparency as regulations evolve.

“We see EU regulation as something that must shape the roadmap from day one.”

Vardan Hakobyan, head of sales at GR8_TECH.

Which new jurisdictions are you targeting for entry in 2026?

The biggest focus areas for us are LatAm and MENA because these regions combine strong operator demand, fast-moving market dynamics, and a growing need for platforms that can localise quickly. We see opportunities in markets where regulation is evolving, player expectations are becoming more sophisticated, and operators need technology that can adapt to local payments, languages, content preferences, acquisition channels, and compliance requirements without slowing down growth.

What partnerships are you prioritising during iGB L!VE?

We are prioritising partnerships with operators that have a clear growth agenda and the internal ambition to execute it. These are companies that may be expanding into new territories, preparing for a major acquisition push, rethinking their sportsbook strategy, or looking for a technology setup that gives them more room to innovate.

What matters to us is the mindset. The strongest partnerships are with operators who are open to challenging their current setup, improving how they acquire and retain players, and building a product experience that can stand out in crowded markets.

Join us at iGB L!VE if this sounds like you.