“Champions are not born, but they are made,” said GR8_TECH’s Chief Revenue Officer Sergey Ghazaryan, as he sat down with SBC News in Lisbon.
It is a topic Ghazaryan knows well, considering he was talking inside the ‘Champions Arena’ otherwise known as GR8_TECH’s booth at SBC Summit 2026. Inspired by the company’s mantra for 2026, the Champions Arena was busy throughout the week, with existing and prospective clients coming and going from the black and orange stand.
“It’s an ideology,” Ghazaryan explained, when asked what the mantra means to him and the company. “Every aspect of every touch point we have with our partner is tailored to make sure they have the upper hand compared to their competitors.”
How does GR8_TECH help operators become champions?
Throughout the conversation, Ghazaryan returned to one key thread: clients’ profit and loss (P&L) account. He noted that if operators have a greater profit and larger profit margin than their competitors, then they can eat them out of the market.
“They can outbid by buying more traffic or they can outbid by giving more bonuses and still have a healthy P&L. At that point they start to push their competitors out of their markets. They become the leaders of the market; the champions.”
But how does it actually work?
GR8_TECH’s array of solutions including GREAT_TURNKEY, GREAT_CRYPTO TURNKEY, GREAT_SPORTSBOOK, GREAT_CASINO AGGREGATION and GREAT_WHITE LABEL are designed to boost the P&L at every touch point.
It involves, the company’s CRO said, offering better payments, faster integration, specific features and content that no one has.
“We are the platform that is committed to our partners becoming the leaders in their respective markets,” he remarked.
GR8_TECH delivers at SBC Summit 2026
GR8_TECH’s stand in a prominent position in hall three caught the eye with its recognisable orange and black colours attracting visitors in their droves. Ghazaryan explained that he spent the week speaking with plenty of existing clients as well as his teams talking to new prospects.
One thing Ghazaryan made clear is that conference week is not for firefighting.
“If problems can only be solved at these events, then we’re doing a bad job. Our goal is not to solve ongoing problems,” he said.
“My personal ultimate goal in an event when it pertains to existing partnerships is to measure the temperature and get a health check. It’s understanding what my partners come to me with and what kind of requests they have.”
As most conference attendees know well, conversations are never just one way and Ghazaryan is eager to learn from his partners.
He continued: “I’m trying to have a chance to sit down and truly, deeply understand the client’s perspective. When I understand their perspective deeper I believe it helps my decision making to not be detached from reality.”
Ghazaryan is speaking to SBC News from a notable feature of the GR8_TECH stand, the ACCELER8_LAB – a three day mini-conference with panel sessions designed to educate delegates.
But why has GR8_TECH dedicated a considerable amount of stand space to a feature that is not likely to generate any revenue?
“It’s about sharing experiences for the greater good of the industry,” Ghazaryan explained. “We’re not mercantile in our nature. We want everyone to succeed and grow and want to have these partnerships.”
What is a Chief Revenue Officer and how does it work?
Ghazaryan outlined that his role is often mistaken for a sales role. Despite the revenue being a key part of the role, he insisted that it is a more partnership-led role designed to ensure that clients are treated as genuine partners and that they are working towards becoming champions in their respective markets.
“My focus is the marginality and profitability of the whole ecosystem,” he stated. “By ecosystem I mean everything from player to operator to us to providers. My job is to make sure that it’s healthy, the interests are co-aligned across the whole supply chain, and they’re aligned in a way that dealing with us is the logical and most profitable choice.”
Part of that is ensuring that the product is not only of a superior standard but that it fits the needs of the specific partner in each market they operate in. The company believes that if a provider makes products designed for everyone in all markets, then it will not stand out.
“We are not called Average Tech, we are called GR8_TECH. We focus on several geos and invest proportionately into making sure that our product is by far the best performer in those geos. These are the geos we sell in and it’s how we end up investing more in the geos we play at than our competitors. Because they invest average sums everywhere. Generally, it results in having a lot of smaller operators, but I have not seen small champions.”
2026 has been the year of champions for GR8_TECH, underlined by its landmark brand ambassador deal with Real Madrid manager and one of the greatest coaches of the 21st century, Jose Mourinho.
That mantra, the ideology, will remain throughout the rest of 2026 and far beyond. Though Ghazaryan outlined that the wording could evolve in the future, the ideology remains and the desire to help partners become champions is greater than ever.
He concluded: “We’ll strive for excellence, we’ll strive for making sure that our partners shine. That’s what we do.”
