SBC SUMMIT INTERVIEW TRUE LABS at SBC
Our rebranding was a necessity because we outgrew the previous brand a little bit, and it did not represent well enough who we had become over those years.
And now we are TRUE LABS. We are a game provider with a huge portfolio. We are a game provider with several licenses, and we have so many plans for the future, so many things to achieve, and that’s who we are.
GIO: What does a marketer have to have to join TRUE LABS? SS: What’s important is that this person should follow the trends. This person should be open-minded and hardworking, realising that there are so many shades of the world and that you need to be ready to adjust. You need to be ready to learn new things all the time. Our industry is so hectic, so dynamic, and this person needs to be ready to change the plans.
Marketing is an essential when deciding on how to approach a show like SBC, we spoke to TRUE LABS’ Head of Marketing, Sonia Sverdlova at the show about how they approach such big events.
GIO: TRUE LABS are here with a large team but no booth. How important is it in 2026 to attend conferences with a booth (or without one) - from a marketing perspective? And what do TRUE LABS have planned in this regard for the future? Sonia Sverdlova: Well, generally, having a booth helps a lot to increase your company’s visibility and your brand’s visibility, for sure. But before arranging a booth, it’s better to ask yourself several questions.
For example, is your brand ready for a booth? Do you have anything to say to the world about your current products? I mean, of course, everyone does. Everyone has something to say. But if, for example, you are a startup and have just entered iGaming, perhaps it makes sense to send the team over and have meetings on the spot, rather than spend budgets, energy, time, and resources on a booth.
But on the other hand, if you have a new product line, a major rebranding, or a new ambassador, it makes sense to have a stand and tell the world about your news. The second thing is: what are your goals for the event?
40 NOVEMBER 2026 GIO
If you are planning to meet face-to-face with partners you talk to over email all the time, but need to discuss something else and want to discuss it in person, and that’s the only goal for the expo for your team, it makes sense to send them as visitors.
It’s a matter of the scale of the company. The bigger you are, the more sense it makes to have a stand, as TRUE LABS.
We are planning some booths next year, and we do have happy news to share with the industry. I hope that you will hear about it soon.
GIO: Given the recent rebranding TRUE LABS have undergone, how has it affected the overall marketing strategy? SS: Well, of course, that affected the marketing strategy a lot, because that’s a major rebranding. It’s not a cosmetic one. You know, we are talking about a change in the meaning of our company, a change in the way we see ourselves. Yes, for sure. We changed the design code. We changed the visual strategy and the tone of voice. We changed the way we approach the audience and how we talk about our games. We changed our approach to developing games. That’s a major change overall.
GIO: What are, in your opinion, key factors that will help TRUE LABS build its brand and make it more appealing to your potential TA in comparison to your competitors? SS: The first thing is our analytic tools. The thing is that when we are talking to our partners, we are not suggesting just the games that we want to push. We are suggesting games based on all the data that we have, the games that will perform better, and we assure them that they will get better results.
So that’s a different approach. That’s how we build this business together. It’s not a one-way street, and we need to make sure that we provide all the valuable information to our partners. They need to be aware of all the ways our game works and how we can make it better together, as a team.
The second thing is consistency. We know what works for our clients. We know what formats perform better in the market, and we are not the guys who jump on trends right away when they come to the market.
You know, I understand the desire to hype over some new stuff, but sometimes it’s not worth it. We prefer to be a stable partner who knows what it does and sticks to it.
GIO: Finally, could you tease something TRUE LABS has in store for the nearest future? SS: Yeah, many things are changing at TRUE LABS. Recently, we have a new management team. The new CEO started working at the company in July, and recently we had our first product offline – an offline product strategy session, which is rare in today’s world. We put together the plans for our games for 2027, and that will be exciting. I can’t wait to see it, and I hope you will like it as well.
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