At this year’s SBC Summit Lisbon, I had the unique privilege of participating in an activation with Oleksandr Usyk—the undisputed heavyweight champion of the world. What GR8 Tech staged wasn’t just entertainment; it was a case study in how global icons like Usyk can directly influence the gaming industry and its promotional landscape.

Usyk’s Presence: More Than Just Star Power

Usyk brings with him more than belts and titles. He carries cultural weight, global visibility, and the credibility of a champion who has proven himself at the highest level. When he stepped on stage for “The Heavyweight Playbook,” his lessons on discipline and resilience were universal—resonating with anyone who has fought to build success in business or in sport.

That type of crossover value is exactly what makes athletes and influencers indispensable to our industry. They don’t just draw attention—they shape narratives, create emotional connection, and inspire action.

From the Ring to the Gaming Floor

The live challenge at GR8 Tech’s booth was a perfect metaphor. Watching Usyk engage directly with executives, myself included, created a moment that blurred the line between sport, entertainment, and industry. That type of activation isn’t about spectacle—it’s about engagement. Fans and professionals alike walked away with a story they’ll share, and in gaming, story-driven engagement is currency.

The Broader Trend: Athletes as Catalysts for Gaming Growth

What Usyk highlighted in Lisbon is part of a much larger trend. From casinos partnering with sports legends to iGaming companies leveraging influencers with massive digital reach, the message is clear: credibility and connection win markets. When an athlete of Usyk’s caliber joins forces with a gaming brand, it amplifies visibility, accelerates trust, and creates promotional opportunities that traditional campaigns simply can’t match.

Closing Reflection

As someone who’s spent decades at the intersection of gaming and entertainment, I see Usyk’s activation as more than a headline—it’s a blueprint. The future of gaming promotion belongs to those who understand how to integrate champions, influencers, and storytellers into their growth strategies.