As it celebrates the first anniversary of its rebrand, Growe, a management organisation that focuses on developing and implementing entertainment technology platforms across the iGaming industry, has propelled itself to new heights of ambition and success.
To mark this key milestone, Growe CEO Anton Rublievskyi joined iGF in an exclusive interview to explore the transformative changes that have powered the company, as it expands into new markets and sets itself as an iGaming pacesetter.
Anton shares fascinating insights and key strategies that have built and burnished the Growe story.
iGamingFuture’s Head of Content Curtis Roach began by asking him:
It’s almost been one year since Growe announced its brand evolution. What have been some of the biggest changes that have taken place at Growe during this time?
“This past year has been a pivotal and successful period for Growe.
“We’ve experienced significant growth and made substantial strides in our strategic initiatives, of which we are incredibly proud. We have certainly hit a number of milestones, too.
“Firstly, we’ve expanded our portfolio to include new markets such as Peru and others. This expansion aligns with our goal to increase our global footprint and allows us to bring our expertise to emerging regions such as Latin America, where we believe the opportunity for growth is enormous.
“We’re currently in active negotiations for strategic sponsorships and partnerships with local sports clubs across various markets, which we are confident will enhance our brand visibility and elevate community engagement with our brand in these key markets.
“As we have continued to expand our global footprint, it has been incredibly important for us to take a ‘local’ approach in each market.
“To achieve this, we have drawn upon our team’s iGaming expertise and the knowledge of local partners to fully understand how we can best cater to each market’s dynamic wants and needs.
“Our team’s expertise has also been showcased at key industry events over the last 12-months, where we’ve strengthened both our presence and influence through our stands, participation in panel sessions, and event sponsorships.
“This has increased our brand recognition among the key figures within our industry and positioned us as thought leaders in our field.
“Over the last 12-months, we’ve also seen a 25 percent increase in personnel.
“This growth reflects our commitment to attracting and retaining top talent, essential for driving innovation and maintaining our competitive edge.
“Our teams are now presented in 40 countries, underscoring our extensive global reach and ability to deliver value across diverse markets. Our team’s knowledge of global and local industry dynamics has been pivotal in driving this growth and will undoubtedly shape our strategy as we enter the next phase of growth at Growe.
“Overall, these changes are a testament to our strategic focus on growth, partnership, and expertise, which have been instrumental in our continued success and brand evolution.”
How has the rebrand enabled Growe to pursue new avenues for growth that, previously, might not have been possible? Could you share some results of this growth?
“The rebranding became our starting point: Ground zero.
“Over the past year, we have witnessed significant changes within our company, forming the Growe ecosystem.
“Starting from scratch, we created essential communication channels and tools to enhance brand recognition.
“Our team has expanded into various areas, including design, HR processes, and corporate culture, allowing us to diversify our knowledge base and ultimately deliver the best experiences for our partners.
“Our partnerships and appearances on renowned platforms such as SBC, iGB, Sigma, and ICE have also allowed us to bolster our industry standing and position ourselves as thought leaders within the iGaming space.
“While I can’t give too much away just yet, we are already hard at work preparing exciting projects for 2025-2026, which I am confident will ensure our long-term engagement with these industry platforms.
“I can, however, give you a sneak peek into some of our plans for the next few months. We have plans to pursue new business directions with Growe Investments, which we will present in Lisbon at the SBC Summit.
“Our areas of focus include Affiliate and Media Buying, Payment Solutions, Casino GameDev, and iGaming Solutions – areas that we believe will offer a whole range of growth opportunities as the industry continues to expand and evolve.”
When announcing the brand evolution, you highlighted that you would focus on emerging markets, particularly those in Africa, Asia, and Latin America. Why did you decide to focus on emerging markets?
“We are strong in launching in new emerging markets. It’s where our unique expertise lies. And we can achieve maximum speed in these environments.
“However, entering emerging markets isn’t a straightforward process. There are so many considerations that need to be made before embarking on this journey.
“Entering emerging markets, or any new market, for that matter, requires an in-depth understanding of local market dynamics. Without an extensive knowledge of what bettors want from their gambling experience, you will struggle. You then need to have a plan for educating players on your offering and engaging with them in a way that allows you to stand out from the crowd.
“Then, there’s the question of regulatory developments.
“Legislation can change quickly in an emerging market, so you must be one step ahead of any developments. This involves building close relationships with the local regulator and ensuring your business is adaptable.
“Focusing on key emerging regions such as Africa, Asia, and Latin America aligns with our strategic vision to capitalise on high-growth opportunities within the gambling space. These regions are experiencing rapid economic development and digital transformation, not to mention a population receptive to new gambling experiences, creating a fertile ground for our innovative solutions and services.
“By entering these emerging markets, we can leverage our agility and experience to establish a strong foothold and drive significant impact quickly.
“Our ability to adapt quickly and effectively to the unique challenges and opportunities in these regions sets us apart; something that is becoming increasingly important, especially as these regions become more saturated.
“This strategic focus allows us to diversify our portfolio and contribute to the growth and development of these vibrant economies.”
Where do you see the biggest opportunities for growth for Growe over the next few years?
“Well, this is a tricky question because I’m confident that these next few years will be brimming with new opportunities for growth at Growe. It’s hard to narrow it down to just a few!
“Over the next year, in particular, we will focus on solidifying our presence within key emerging markets across Africa, Asia, and Latin America. We will work closely with local partners to ensure that the Growe brand becomes synonymous with growth. After all, that’s what our brand name means.
“We have plans to attend key industry events worldwide, too; so we look forward to meeting with–and working alongside–leading figures within the iGaming space to identify the next Big Opportunities.
“From an internal perspective, we also have big plans to increase collaboration among the various teams within the business, through internal events, regular one-to-one sessions, and workshops to enhance industry knowledge.
“Growe already places a huge emphasis on open and transparent communication–as seen with our regular company-wide meetings–but we want to ensure that our team members can continue to shape Growe’s growth trajectory for years to come.”
Editor’s Note:
As Growe continues to evolve and expand, the company is focused on making a meaningful impact on new markets and cementing its place as an industry leader.
Emphasising a local approach, Growe leverages its expertise and regional partnerships to take advantage of high-growth opportunities, meeting the diverse needs of each new market while remaining flexible to changing demands and regulations.
This strategic approach, combined with a strong emphasis on talent, innovation, and transparent company culture, has allowed Growe to get ahead of the game, expanding globally and extending into all areas of iGaming service provision.
Undoubtedly, it’s been a successful evolution.
And what do the next few years look like for Growe?
As Anton sees it, bright.
For Growe the future is brimming with opportunities, embracing a focus on emerging markets in Africa and Latin America, securing new partnerships, and continuing to raise brand awareness and leadership.
