TRUE LABS names Sergey Glamazda as CEO to drive international expansion

TRUE LABS has announced the appointment of Sergey Glamazda as the new Chief Executive Officer, responsible for leading strategic development, expanding the product portfolio, and strengthening the company’s presence in international markets. The announcement comes shortly after a comprehensive rebranding by the iGaming provider.

Profile and experience of Sergey Glamazda in iGaming and entertainment

Sergey Glamazda has significant experience in the gaming and betting industry. Before taking the role at TRUE LABS, he led the Esports & Entertainment department at the betting brand PARI for over two years, focusing on user acquisition and retention, marketing through streamers, and media rights acquisition and activations.

Prior to PARI, Glamazda held the executive position at the esports club Virtus.pro and later served as CEO of GameBeat, a game developer for iGaming. His management at GameBeat included concrete results: the expansion of distribution to 350 active operators, an update of the game engine to enable cluster, gamble, and crash mechanics, an increase in the pace of game production, and a 70% growth in monthly GGR, as well as establishing operations and an office in Serbia.

"I join TRUE LABS at a crucial point for the brand and the global context. The market needs real tools for operators to decide on retention, partner segmentation, and how to connect with players on big prizes. I learned at Virtus.pro and in esports at PARI to prioritize the audience over empty metrics; that will be central at TRUE LABS. Our analytics provide solutions and practical insights to drive business. We have already launched more than 19 slots to date and grew 50% year-on-year, with more modern launches on the way," stated Sergey Glamazda, CEO of TRUE LABS.

Strategic objectives of TRUE LABS under the new leadership

TRUE LABS is confident that Glamazda’s arrival will accelerate the expansion of its catalog, international positioning, and the adoption of analytical tools aimed at decision-making for operators. The strategy includes:

• Focus on developing products centered on user experience and commercial impact for operators
• Strengthening analytical capabilities to support actions on retention, segmentation, and engagement
• Expanding the content offering with new slots and modern mechanics

So far, TRUE LABS reports more than 19 slot games launched this year and an annual growth of 50% thanks to content updates and the creation of a promotional lobby for clients.

International expansion and operations post-rebranding

TRUE LABS' post-rebranding strategy includes consolidation in new markets. With Glamazda's experience opening offices and operations in Serbia for GameBeat, the company aims to replicate these advancements and deepen alliances with operators in various jurisdictions. The international expansion is seen as key to increasing competitive presence and diversifying growth sources.

Innovation in analytical and segmentation tools

TRUE LABS is investing in advanced analytics solutions aimed at providing operators with actionable data for managing customer segments and promotions. According to Glamazda, "the proposal is for clients to have useful insights, not just metrics, to improve their business." This vision prioritizes the development of environments and promotions tailored to different audiences and relevant events while maintaining focus on profitability and user experience.

Perspectives on leadership change

The appointment of Sergey Glamazda as CEO responds to TRUE LABS' intent to solidify its transition post-rebranding, leverage the executive's experience in gaming and esports, and accelerate a sustained growth agenda in product and international markets. The results achieved at GameBeat, along with the proposed strategic approaches, outline the roadmap for the company's new phase.