Sergeev, who was previously chief executive of the Parimatch Confederation of Independent States (CIS) business, will be tasked with developing the brand in Russia.
He will also manage the transition as Parimatch Russia splits from the Parimatch CIS business, to become a franchisee of Parimatch Tech.
In July, Parimatch rebranded to Parimatch Tech, as it shifted to offering its marketing and technology as B2B solutions for franchise partners. The supplier said this shift would also generate greater brand awareness among prospective partners for its technology solutions offering.
As such, Sergeev will take charge of Parimatch Russia’s expansion across the Central Eastern European (CEE) region as it applies for local betting licences, as well as growth in CIS markets.
The CEE region comprises Albania, Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, the Slovak Republic, Slovenia, Estonia, Latvia and Lithuania.
The CIS region, meanwhile, includes Armenia, Azerbaijan, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine, and Uzbekistan.
Parimatch CIS will now be headed by Yuliya Leshkova, who was previously deputy chief executive of Parimatch Belarus. No additional structural transformations of the Russian division are expected.
The Parimatch Russia division is led by CEO Ruslan Medved, and the operator said it has been growing across multiple verticals in recent years. More specific development plans for the Eastern European regions will be announced later next year.
“Russia represents a huge potential for future growth, and our continued expansion across the region increasingly demands more and more from each of us on the team, which I’m delighted to be leading,” Sergeev said.
“Our franchise-based development in the Eastern Europe is a new direction and will prove a highly ambitious challenge massive that both myself and our team will relish.
“Each of our CIS regional markets have evolved into a strong business unit demonstrating great financial performance and exponential growth.”