SBC News Voice of the Sports Betting Industry
In igaming, where businesses constantly compete for market share, the challenge lies in establishing genuine, long-term partnerships that go beyond short-term gains. GR8 Tech’s CBDO, Yevhen Krazhan, offers a fresh perspective on how to address the issue through thoughtful, client-focused collaboration.
What sets Yevhen apart is his perspective on business development – not just as a path to profit but as an opportunity to forge lasting friendships. With decades of sales experience, he played a pivotal role in transforming a telecom company from a B2C powerhouse to a B2B success story, increasing the business by 50%.
Now, as the CBDO at GR8 Tech, he applies this approach to the igaming industry, where his focus on understanding client needs and delivering innovative solutions is helping redefine what success means in the sector. His approach offers valuable insights for industry leaders looking to build stronger partnerships that drive lasting success.
Turning clients into lifelong partners
What drives my work in the igaming sector is treating clients like friends rather than mere revenue sources. The relationship-focused approach helps me connect with clients beyond business goals, acknowledging their personal lives and struggles. When deeper connections form, clients start seeking advice instead of just services, transforming the relationship from transactional to meaningful.
For example, my team and I once dedicated an entire day to working closely with an operator from Asia interested in our sportsbook platform. They came with several concerns about how we stacked up against their current provider, questioning our ability to meet their specific needs and handle potential challenges.
Instead of pushing our solutions, we took the time to ask questions to uncover the true underlying needs behind their doubts. We demonstrated the capabilities of our platform through demos, showcasing how our technology could adapt to their requirements.
We addressed each of the operator’s concerns methodically, discussing how our existing tools could solve their issues and, in some cases, explaining why certain challenges might not be as significant as they feared. By the end of the day, what started as a session filled with skepticism transformed into a productive dialogue that fostered trust. The operator left feeling confident and ready to proceed with a deal.
Sincerity is crucial in this process. Honesty about successes and challenges fosters a stronger bond. When clients see you as open and trustworthy, collaboration flourishes, further enhancing the relationship.
I believe in completing meaningful work without burning bridges; satisfaction comes not only from delivering results but from the entire process. Meeting expectations and ensuring clients feel valued are essential. By breaking down formal barriers and building rapport, you transition from being only a provider to becoming a trusted friend. And building rapport with clients in igaming relies heavily on emotional intelligence, as emotions drive a significant portion of decision-making.
Building meaningful relationships also requires a keen sense of timing. Recognising when to shift the conversation to something more personal – like staying after a call for a one-on-one chat – can create intimacy that many overlook. The ability to read the room and genuinely care for the person behind the business sets the best salespeople apart. It’s not just about achieving business goals; it’s about understanding and connecting with clients on a human level.
Embracing coopetition and building relationships beyond clients
Relationship-building goes beyond just clients; it extends to competitors as well. The industry is notoriously competitive, with hundreds of platform providers, numerous casino aggregators, and thousands of businesses competing for attention. So, how do you differentiate yourself in such a crowded market?
I view competition through the lens of ‘coopetition’ – a blend of cooperation and competition. This mindset allows for collaboration with competitors, creating opportunities for mutual growth while still striving for success.
Market saturation is a major challenge for igaming operators, as intense competition leads to diminishing returns. Coopetition enables companies to jointly explore new markets and navigate regulatory hurdles that may be too difficult for one entity to tackle alone. By sharing financial and learning burdens, operators can expand more quickly, increasing market opportunities.
After all, no one thrives alone in this space. It’s a two-way street where selling and buying are intertwined. We engage with competitors by sharing insights, discussing trends, and respecting confidentiality. Even in the vast industry, the biggest competition we face isn’t other companies but inertia – the passive state where clients feel like their world won’t change with or without us. To break through that, we need to provide fresh ideas and a clear vision for the future. By staying close, relevant, and authentic, we can truly make a difference.
Leading the team with freedom and trust
My leadership approach is rooted in providing a supportive infrastructure, rather than micromanaging or pointing fingers. I believe in giving people the freedom to find their own solutions. However, I’ve found that this approach doesn’t always work with younger or less experienced team members, where a more hands-on approach might be necessary, though micromanagement isn’t something I naturally gravitate toward.
I also believe in allowing room for mistakes, as they are part of growth. I’m more concerned with intentional misconduct than genuine errors. If someone makes a mistake out of a lack of understanding, that’s acceptable – but deliberate misbehaviour crosses a line.
My goal isn’t to push or dictate how things should be done but to give my team the autonomy to perform. In a business that often demands structure, I prefer to foster an environment where freedom and trust drive performance.
To build a thriving work culture, leaders should balance autonomy with support. Begin by defining roles, setting clear expectations, and establishing achievable goals. Encourage open communication in a safe space, allowing team members to voice concerns and ideas without fear of blame. Leaders must model accountability by taking responsibility for their actions and providing specific, actionable feedback. Also remember that celebrating successes reinforces motivation.
Solving client challenges in igaming
My approach is centered on continuously gathering and sharing insights about our products and clients. As we move toward a more thought-leadership-focused strategy in the igaming industry, we’re exploring new ideas – particularly around the potential profitability of Sportsbook, an area that many in the casino world have overlooked. Ultimately, it’s not only about selling products but about understanding clients’ challenges and helping them solve their problems.
The client-first approach, where we listen and adapt based on their experiences, is what drives real, lasting success. Unlike the common practice in our industry, which often prioritises quick sales over genuine relationships, our method emphasises collaboration and tailored solutions.
By addressing the unique needs of our clients, we foster deeper connections that lead to mutual growth. If more companies adopted this mindset, it could help create a more engaging and high-performing industry, where collaboration and understanding become the norm rather than the exception. As we move forward, I believe we’ve chosen the right strategy to lead the market and continue delivering value.
