The difficulties associated with occupying a space within such a competitive environment are much discussed across the industry on a seemingly endless basis, as the ambition of achieving true differentiation is tackled head-on.

However, there’s a range of techniques and strategies that can be utilised and deployed to not only remain competitive but maintain a place at the top of the table, says GR8 Tech CPO, Denys Parkhomenko.

In addition to elaborating on the number of difficulties facing operators, SBC News hears of how AI can and will be utilised to heighten the player journey, why recent introductions will raise the overall quality of the GR8 Tech product offering and how lofty aspirations will be met.

SBC News: In a highly competitive market, operators are under pressure to maximise profitability, remain flexible across markets, and improve player engagement. What do you see as their biggest challenges today, and how does GR8 Tech’s approach help them succeed?

Denys Parkhomenko: The situation on the market today can be compared with renovating a house while still living in it. There are things that definitely need improvements or modernisation: margins are tight, player expectations are rising; even on a more basic level, operators are held back by low operational performance, rigid legacy systems, and a fragmented approach to platform management. 

Many operators know they need major upgrades, but a full rebuild is risky, expensive, and disruptive. At the same time, patching things up with quick fixes only buys them time – it doesn’t solve the underlying issues. The key is an approach that keeps everything running while making strategic improvements step by step. 

That’s exactly what we focus on, offering a high-performance, scalable platform designed for seamless integration. Operators get the tools to optimise every part of their business – from speed and stability to player experience – without unnecessary complexity. 

Instead of chasing short-term fixes, they gain a long-term solution that evolves with their needs. Plus, we fully support our clients and prioritise clear, consistent communication to exceed their expectations and drive their success. 

SBCN: You have recently updated the solution portfolio, bringing in a turnkey offering and an affiliate platform. Talk to us about the changes – what was the inspiration behind them and what feedback have you already received from the audience?

DP: We updated our solution portfolio to better align with operators’ needs. The market moves fast, and success depends on constant adaptation. Even small refinements can have a big impact, so we focus on offering solutions tailored to specific business needs, regions, and verticals.

The Hyper Turnkey solution provides a scalable, flexible, and cost-effective platform. Operators get access to our full ecosystem and a detailed migration plan with supervision іto make the process as seamless as possible. 

Other new solutions focus more on speed and simplicity, offering precisely what operators need—nothing more, nothing less. iFrame, for example, offers a ready-to-integrate sportsbook with fast deployment, making it ideal for operators who need a high-quality solution without long development time. Infinite Casino Aggregation gives operators extensive content options while keeping costs competitive. 

We also introduced Aff.Tech, a high-performance affiliate management platform built on a data-driven approach. It helps operators optimise acquisition strategies and reduce costs by more than 25%. 

The response so far has been very positive – operators appreciate the flexibility, efficiency, and revenue potential this new portfolio brings. 

SBCN: AI is already a core part of iGaming operations, from personalisation to CRM. How will it shape the industry going forward – and what are GR8 Tech’s plans to capitalise on this?

DP: True, AI is already transforming iGaming, but we see even greater potential ahead. We’re continuously integrating AI into our solutions to make operations more efficient and enhance player engagement.

Right now, we use AI to help operators automate manual work, make data-driven decisions, predict business actions, and increase turnover – through AI-based recommenders for sportsbook and casino, as well as smart tools built into our CRM system. 

Think of it like a self-driving car. AI won’t replace the driver, but it eliminates distractions, optimises routes, and helps avoid mistakes, making the journey smoother and more efficient. That’s exactly how we approach AI in iGaming: it won’t replace operators, but it will take over repetitive tasks, optimise decision-making, and free up teams to focus on strategy instead of manual work. 

Our goal is to strike a balance between offering a feature-rich platform and making sure it’s still easy to operate – our clients will be able to run their businesses smoothly with a lean team of just 10 to 15 people.

Looking ahead, we’re exploring ways to make platform configuration more intuitive, so operators can fine-tune their products without deep back-office expertise. While AI is already widely used for automation and customer support, many companies aren’t fully maximising its potential. 

We aim to change that by continuously evolving our AI-driven solutions to make operations smarter, faster, and more profitable.

SBCN: How do GR8 Tech’s margin management tools help operators strike the right balance between competitive odds and sustainable revenue?

DP: GR8 Tech’s margin management tools are flexible and offer margin adjustments across player segments, sports, and regions. They work by personalising margins and odds based on player behavior and geographic region, which helps operators tailor their offering to specific market conditions.

For example, in regions where players are more sensitive to odds, operators can reduce margins to offer more competitive pricing, attracting new players while still ensuring profitability. 

On the other hand, in markets where players are less concerned with small odds differences, margins can be effortlessly increased to boost revenue without affecting user engagement. Basically, win-win. 

Our approach has proven effective, with clients seeing up to a 20% increase in GGR and an over 30% boost in profits through tailored odds strategies. These results were achieved without additional marketing spend or complex feature development.

SBCN: What ambitions do you have for the year that lies ahead and how will you go about achieving these?

DP: For the year ahead, we’ve got ambitious plans to further support our clients and help them scale even more. We’re tailoring our turnkey solutions to fit the specific needs of clients who already have solid operational teams in place, ensuring they get exactly what they need to keep growing.

We’re also heavily investing in making our platform even more flexible, with extendable architecture, APIs, and new tools. This will give our clients the freedom to build on top of the basic package, whether it’s for custom reports, enhanced content management, or other specialised features.

Speed is also among priorities. This year, we’re aiming to reduce the time it takes to launch a platform setup from five days to just one.

On the product development side, we’re focusing on a major update to include crypto processing, allowing players to use their preferred cryptocurrency without any hassle. 

Along with this, we’ll roll out new marketing tools and content tailored for crypto users. We plan to launch this feature with our current clients first and then extend it to the broader market later in the year.

 

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