In a sector where innovation often follows predictable paths, SPRIBE’s remarkable journey into the forefront of the iGaming industry stands as a testament to the transformative power of unconventional thinking. Since its founding in 2018, the company has redefined what players expect from online gaming, creating experiences that prioritize engagement, community, and strategic thinking over traditional chance-based models.
Behind this success story is David Natroshvili, whose vision for a new type of interactive gaming experience has materialized into one of the industry’s most compelling narratives. By examining the genesis of SPRIBE and David Natroshvili’s strategic decision-making, we gain valuable insights into how genuinely innovative products can disrupt established markets.
From Diverse Experience to Gaming Innovation
Natroshvili’s journey to founding SPRIBE wasn’t conventional by industry standards. With 25 years of entrepreneurial experience and an MBA from Kutztown University of Pennsylvania, his professional background included roles in both government in Georgia and business at a U.S.-based Fortune 500 company. This diverse experience provided him with a unique perspective on consumer engagement and market opportunities.
“I felt that traditional gaming had become stale,” Natroshvili has stated. “Players, especially younger ones, were looking for something more interactive and engaging than the standard offerings.”
This insight led to the establishment of SPRIBE in 2018, beginning with a small, dedicated team based in Tbilisi, Georgia. What distinguished Natroshvili’s approach was his recognition that the future of gaming would require greater social connectivity and skill-based elements.
“When we started SPRIBE, we wanted to create games that focused on social interaction and skill, not just chance,” Natroshvili explained. “We envisioned a completely new gaming category that would bridge the gap between traditional gaming experiences and the interactive nature of modern mobile gaming.”
Creating a Gaming Phenomenon
In 2019, just one year after the company’s founding, SPRIBE introduced Aviator – a game that would become their flagship product and a leader in the multiplayer crash game genre. The concept was straightforward yet captivating: players watch as a virtual plane ascends with a multiplier increasing as it climbs higher. The challenge is deciding when to cash out before the plane flies away, creating a perfect balance of risk assessment and timing.
What truly set Aviator apart wasn’t just its mechanics but the social elements Natroshvili insisted on incorporating. Players could see one another’s wins and losses, chat during gameplay, and experience a genuine sense of community that previous games lacked.
“The multiplayer experience adds to the tension of the game,” according to Natroshvili. “Being able to see how you’re performing in comparison to other players, in real time, was a simple but highly engaging twist.”
This vision for social connectivity in gaming has proven remarkably successful. By December 2024, Aviator players wagered more than USD$14 billion worldwide, highlighting the massive global appeal of the game.
Overcoming Industry Resistance
The path from concept to industry dominance wasn’t without significant challenges. Natroshvili faced considerable resistance when introducing SPRIBE’s innovative approach to potential partners in the iGaming sector.
“Initially, many operators were hesitant to adopt something so different,” Natroshvili recounted. “The industry tends to favor established formats, and we were asking them to take a chance on something completely new.”
Rather than being discouraged, Natroshvili took a data-driven approach to demonstrate value. His team gathered comprehensive usage statistics and offered trial opportunities that would prove Aviator’s engagement potential to prospective customers. When early adopters began reporting remarkable results, industry perception shifted dramatically.
“Word spread quickly after that,” he noted, illustrating how performance data ultimately overcame initial skepticism.
Strategic Expansion and Growth
Under Natroshvili’s leadership, SPRIBE has expanded from its humble beginnings to become a global enterprise. Today, the company maintains offices across multiple locations, including Kyiv, Tallinn, Warsaw, Tbilisi, and the Isle of Man, with over 270 team members driving innovation across the organization.
“Our growth has been exceptional, but what makes me proudest is how we’ve maintained our commitment to innovation throughout our expansion,” Natroshvili said.
This growth is reflected in impressive metrics: Aviator now boasts over 42 million monthly active users, operates in more than 60 countries, and maintains relationships with approximately 4,500 active clients worldwide.
Strategic Partnerships Amplify Reach
January 2025 marked another significant milestone for SPRIBE with the announcement of multi-year sponsorship deals with UFC and WWE. These strategic partnerships were designed to elevate Aviator’s global presence and cement SPRIBE’s position as a leader in the B2B iGaming software market.
Natroshvili’s strategic vision for these partnerships recognized the substantial overlap between SPRIBE’s core demographic and sports fans. The agreements will see Aviator branding prominently displayed on the Octagon canvas at every UFC event worldwide and at select WWE marquee events.
“Our partnerships align with our company identity,” Natroshvili explained. “We look for collaborations that reflect our innovative, dynamic approach while helping us reach new audiences.”
These partnerships provide SPRIBE with access to UFC and WWE’s massive international audience, with millions tuning in for events and engaging with social content across 170 countries.
Leadership Philosophy
Natroshvili’s approach to leadership has been instrumental in SPRIBE’s success. His management philosophy emphasizes three core principles: innovation, adaptability, and strategic execution.
“In this industry, standing still means falling behind,” he stated. “I believe in empowering our team to push boundaries and take calculated risks. But innovation alone isn’t enough—you need to execute with precision.”
This philosophy extends to how SPRIBE approaches game development. While many companies focus primarily on operator requests, Natroshvili insists on maintaining a player-first mentality.
“We design for players first and foremost,” he said. “When players love a game, operators benefit naturally. It’s about finding that perfect balance where everyone wins.”
This focus on the player experience has helped SPRIBE build games that generate authentic engagement rather than merely temporary interest.
Looking Forward
As SPRIBE continues its trajectory of growth, Natroshvili is focusing on research and development, exploring technologies like AI and blockchain to further enhance gaming experiences.
For David Natroshvili, success isn’t measured solely by company growth—though SPRIBE’s metrics speak volumes—but by the company’s ability to transform the iGaming industry through innovation.
“Transformation isn’t just about having a good idea—it’s about execution and persistence,” Natroshvili emphasized. “What drives me is knowing that we’re creating something that genuinely changes how people experience gaming.”
With its unique approach to game development, focus on social connectivity, and strategic partnerships, SPRIBE continues to redefine expectations in the iGaming industry. Under Natroshvili’s leadership, the company stands as an example of how vision, coupled with meticulous execution, can create entirely new categories within established markets.
From its beginnings as a small startup in Tbilisi to its current position as a global leader with multimillion-dollar partnerships, SPRIBE demonstrates that innovation—when thoughtfully conceived and expertly implemented—can truly transform an industry.
Written in partnership with Tom White
