CT Interactive CCO Monika Zlateva explores trust and retention strategies at SBC Summit Malta

Issues surrounding trust, customer retention, and communication in regulated markets were among the topics addressed by Monika Zlateva, Chief Commercial Officer of CT Interactive, during SBC Summit Malta in St. Julian’s.

Zlateva participated in the panel discussion “Media and Messaging: From Sales to Storytelling in an Age of Restrictions” during the conference, which took place from April 28 to 30, 2026. The session explored how iGaming companies are adapting communication strategies in response to advertising restrictions across multiple jurisdictions.

The discussion also examined how companies can maintain consistency and trust while operating within increasingly stringent regulatory frameworks. Attention was also given to CT Interactive’s markets in regulated jurisdictions across Europe and Latin America.

“Building authentic relationships with audiences and partners is key to sustainable growth in the gaming industry, especially in a highly regulated environment where trust and transparency are more important than ever,” Zlateva said.

Customer retention and portfolio development

During the panel, Zlateva discussed the role of integrated marketing and authentic messaging in building long-term relationships with customers and partners.

“Over the years, we positioned CT Interactive in 27 regulated markets, and we can say that we successfully built trust with all our partners. Thanks to them, we received valuable information about customer needs, which also led to the decision to diversify our portfolio to satisfy the end user and create more entertainment and excitement,” said Zlateva.

She also addressed the importance of retaining customers in a competitive business environment. According to her, an integrated marketing approach and the authenticity of messaging are essential tools in this mission.

“Winning a new client is a huge success, but retaining them in this highly competitive environment is a true victory,” Zlateva added.

Ecosystem built through specialized acquisitions

The conversation also covered CT Interactive’s approach to product and service development through acquisitions and partnerships with specialized businesses.

“We realized that the best way to preserve customer trust is by partnering with companies specialized in what they do best. We acquired several such companies with which to build a new ecosystem of products and services: 7Mojos Interactive specializes in live casino solutions, Telematic Sport – a sports betting platform, Macaw Gaming – in crash games, and Miland Games – in slots and numerical games. The iGaming market is full of solutions, but we personalize them in order to serve our clients at the highest level,” Zlateva added.

Industry forum addresses market changes

For another consecutive year, SBC Summit brought together representatives from across the iGaming sector for networking, knowledge exchange, and discussions on industry developments.

The forum also focused on evolving regulations and changes in consumer behavior, factors that continue to influence how gaming companies communicate and build trust in competitive markets.

CT Interactive said Zlateva’s participation in the panel discussion forms part of the company’s engagement in conversations surrounding responsible communication practices and developments affecting the iGaming sector.