TRUE LABS Names Sergey Glamazda as CEO to Drive International Expansion

TRUE LABS has named Sergey Glamazda as its new Chief Executive Officer, tasking him with leading product expansion and reinforcing the supplier’s international presence. The company’s announcement follows a recent rebranding and signals a strategic focus on growing its product suite and extending its foothold in global iGaming markets.

Sergey Glamazda’s Appointment and Mandate

Sergey Glamazda steps into the role of CEO at TRUE LABS after a series of leadership positions in both esports and iGaming. The appointment is effective immediately, with Glamazda expected to direct the company’s strategic and operational development. His main objectives include expanding TRUE LABS’ product portfolio, supporting continued international growth, and consolidating the supplier’s brand position after its rebrand.

TRUE LABS stated that Glamazda will be central to its efforts to diversify its catalogue of gaming products and provide analytics-driven solutions for operator clients. The company emphasised the necessity for tools that improve decisions on player retention, partner segmentation, and player engagement—particularly around large win events and promotional activities.

CEO's Track Record in Esports, iGaming, and Product Growth

Before joining TRUE LABS, Glamazda headed the Esports & Entertainment department at PARI, a sports betting brand, for over two years. There, he managed user acquisition and retention strategies, streamer marketing campaigns, and media rights deals. His prior experience includes serving as CEO of Virtus.pro, a prominent esports organisation, and leading iGaming provider GameBeat as CEO.

At GameBeat, Glamazda is credited with expanding the company’s distribution to 350 active operators, updating the game engine to include cluster, gamble, and crash mechanics, launching a string of new games, and driving a 70% increase in monthly gross gaming revenue (GGR). Additionally, he established operational capacity and an office in Serbia, supporting further geographic expansion.

TRUE LABS’ Post-Rebrand Strategy and Product Growth

TRUE LABS has recently completed a comprehensive rebranding. The supplier now aims to leverage Glamazda’s expertise to accelerate the development and launch of innovative gaming content for their operator clients.

As of year-to-date, TRUE LABS has released more than 19 slot titles and achieved 50% year-on-year growth in its slot product line. The company’s roadmap includes the rollout of further modern slots, enhanced game content, and a customer promotion lobby designed to increase operator engagement. These developments reflect a targeted push into product innovation and heightened international competitiveness.

“I'm joining TRUE LABS at a very important point of the brand’s lifepath and overall market situation. The market now needs tools that actually help operators make decisions: on retention, on partner segmentation, on how they engage players around big wins,” Glamazda commented on his appointment.

Glamazda added that his approach focuses on developing solutions built around the end user: "My time at Virtus.pro and leading esports at PARI taught me to build products around the audience, not around metrics for their own sake. That's the focus we're bringing to TRUE LABS.”

Analytics and Customer Solutions as Core Differentiators

TRUE LABS positions its analytics capabilities as a competitive differentiator, providing clients with actionable insights rather than just raw data. According to Glamazda, the supplier delivers solutions that help operator partners optimise business decisions, from player loyalty to promotional efficacy.

The company expects the analytics offering, combined with an expanded suite of modern slots and marketing tools, to increase appeal among both regulated and emerging markets. TRUE LABS plans ongoing investment in its game portfolio, promotional features, and international operations to drive further growth.

Outlook for TRUE LABS in the iGaming Supplier Market

TRUE LABS’ leadership change comes amid increased competition among iGaming suppliers to supply operators with differentiated content and data-driven tools. The company’s 50% YoY product growth and expanding international distribution are intended to support continued deals with gaming operators globally.

TRUE LABS’ strategic priorities under Glamazda include:

• Extending product distribution and market presence internationally
• Accelerating the release of new slot titles and game mechanics
• Enhancing analytics and promotional solutions for partner operators
• Building on the operational foundations established through its rebrand and previous growth initiatives

The company’s recent operational expansion, including its new office in Serbia and a steadily growing client network, underlines its commitment to internationalisation and product innovation. TRUE LABS’ progress will be closely watched by market participants, as the supplier sector becomes increasingly competitive and analytics-driven.