At the recent SBC Summit Malta held in St. Julian’s from April 28 to 30, 2026, Monika Zlateva, Chief Commercial Officer of CT Interactive, addressed critical issues related to trust, customer retention, and communication within regulated markets.
Zlateva participated in a panel titled “Media and Messaging: From Sales to Storytelling in an Age of Restrictions,” which focused on how iGaming companies are adjusting their communication strategies in light of advertising limitations across various jurisdictions.
The discussion highlighted the importance of maintaining consistency and trust while navigating increasingly strict regulatory environments, with a particular focus on CT Interactive’s operations in regulated markets throughout Europe and Latin America.
“Establishing genuine relationships with audiences and partners is essential for sustainable growth in the gaming sector, especially in a highly regulated landscape where trust and transparency are paramount,” Zlateva emphasized.
During the session, she elaborated on the significance of integrated marketing and authentic messaging in fostering long-lasting relationships with clients and partners.
“Over the years, we have successfully positioned CT Interactive in 27 regulated markets, building trust with all our partners. Their insights into customer needs have driven our decision to diversify our offerings, enhancing user experience and entertainment,” Zlateva stated.
She also stressed the necessity of customer retention in a competitive market, asserting that an integrated marketing strategy and authentic messaging are vital for achieving this goal.
“Acquiring a new client is a significant achievement, but retaining them in such a competitive landscape is the real triumph,” she noted.
The panel also delved into CT Interactive’s strategy for product and service development through acquisitions and partnerships with specialized firms.
“We recognized that the best way to maintain customer trust is by collaborating with companies that excel in their respective fields. We have acquired several such firms to create a new ecosystem of products and services: 7Mojos Interactive focuses on live casino solutions, Telematic Sport offers a sports betting platform, Macaw Gaming specializes in crash games, and Miland Games is known for slots and numerical games. The iGaming market is filled with solutions, but we tailor them to meet our clients' needs at the highest standard,” Zlateva added.
The SBC Summit once again gathered industry representatives for networking, knowledge sharing, and discussions on the latest developments in the iGaming sector.
The forum also addressed evolving regulations and shifts in consumer behavior, both of which significantly impact how gaming companies communicate and establish trust in competitive markets.
CT Interactive noted that Zlateva’s involvement in the panel is part of the company’s commitment to engaging in discussions about responsible communication practices and trends affecting the iGaming industry.