GR8 Tech’s Heavyweight Rulebook Rewriting iGaming's Commercial Playbook


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 the Rulebook 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.”


Tat 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


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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. Ten they begin to care about our PNL as well, which makes the entire ecosystem stronger.”


Tis philosophy runs through their revenue-share alignment model, where GR8 Tech’s financial success rises and falls with operator profit, not turnover.


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.”


Te 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. Tey think only about their little cluster. You cannot build a long-term partnership that benefits one side at the expense of the other.”


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