GR8_TECH CRO Sergey Ghazaryan explains 'Champions Arena' strategy at SBC Summit 2026 in Lisbon

GR8_TECH used its stand at SBC Summit 2026 in Lisbon, branded the 'Champions Arena', to present its 2026 company mantra. Chief Revenue Officer Sergey Ghazaryan discussed the idea with SBC News at the booth, which sat in a prominent position in hall three and drew steady traffic from existing and prospective clients throughout the week.

Ghazaryan described the mantra as an ideology rather than a slogan. In his words, every touch point with a partner is tailored to give that partner an advantage over its competitors. He returned repeatedly to operators' profit and loss accounts, arguing that an operator with higher profit and a wider margin than its rivals can outbid them, either by buying more traffic or by offering more bonuses, and still stay financially healthy. Over time, he said, that pressure can push competitors out of a market and turn the operator into a market leader.

The company's product range includes GREAT_TURNKEY, GREAT_CRYPTO TURNKEY, GREAT_SPORTSBOOK, GREAT_CASINO AGGREGATION and GREAT_WHITE LABEL. According to Ghazaryan, these are designed to improve the P&L at each stage, through better payments, faster integration, specific features and content that other suppliers do not offer.

On the purpose of the event, Ghazaryan said conference week should not be used for firefighting. If problems can only be resolved at trade shows, he said, the company is doing a poor job. He instead uses such events to take the temperature of existing partnerships, carry out a health check and understand clients' requests and perspectives, which he believes keeps his decision-making grounded.

The stand also hosted ACCELER8_LAB, a three-day mini-conference with panel sessions for delegates. Asked why the company devoted space to a feature unlikely to generate revenue, Ghazaryan said it was about sharing experience for the benefit of the wider industry.

Ghazaryan also said his role is often mistaken for sales. He described it as partnership-led, focused on the margins and profitability of the whole ecosystem, from player and operator to platform and content providers. He said GR8_TECH concentrates on several geographies and invests proportionately more in them than competitors that spread average investment everywhere. In his view, that approach produces many smaller operators, but not small champions.

The company's brand ambassador deal with Real Madrid manager Jose Mourinho was cited as a highlight of 2026. Ghazaryan said the wording of the mantra may evolve, but the aim of helping partners become market leaders will remain.