Martin Ivanov, CT Interactive: “Today, operators expect much more from suppliers than simply delivering games”

Focus Gaming News spoke to Martin Ivanov, Chief Operating Officer at CT Interactive, about hidden operational risks, the realities of scaling content, and achieving commercial sustainability in igaming.

Exclusive interview.- In the fast-moving igaming industry, much of what defines success happens away from the spotlight. While players see the final product, the real complexity lies in the strategy, coordination, and operational decisions that make everything work seamlessly behind the scenes.

In this exclusive interview, Focus Gaming sits down with Martin Ivanov, chief operating officer at CT Interactive, to explore exactly that hidden layer of the business. Under the theme “Strategy & Operations: How the industry actually works behind the scenes,” Martin shares insights into how processes are structured, how teams align across functions, and what it truly takes to keep a gaming content provider running efficiently in an increasingly competitive global market.

Why do you believe speed to market is often overrated in igaming today?

In today’s igaming industry, speed to market is often overrated when it is not supported by quality, a solid strategy, and sustainable operations. Being first has its advantages, but if a product is not properly optimised, tailored to operators’ needs, or prepared for scalability, it can create more risks than opportunities. At CT Interactive, we believe the real success behind the scenes comes from efficient processes, reliable infrastructure, strong partnerships, and the ability to build long-term value rather than simply launching products as quickly as possible.

What are the hidden operational risks companies face when they focus too heavily on rapid launches?

When companies focus too heavily on rapid launches, they often underestimate the operational risks that emerge behind the scenes. One of the biggest challenges is compromising on scalability, product stability, and compliance readiness, which are all critical in the highly regulated igaming industry. Fast rollouts can also put pressure on internal teams, create inefficiencies in communication and integration processes, and increase the likelihood of technical issues that affect both operators and players. In the long run, these shortcuts can damage trust, slow down future growth, and become far more costly than taking the extra time to build a reliable and sustainable operational foundation from the start.

“When companies focus too heavily on rapid launches, they often underestimate the operational risks that emerge behind the scenes.”

Martin Ivanov, chief operating officer at CT Interactive.

In your view/opinion, what makes a game portfolio commercially sustainable rather than just extensive?

A commercially sustainable game portfolio is not defined by the number of titles it contains, but by the consistency of performance, player engagement, and long-term value it delivers to operators. In our view, sustainability comes from having a balanced portfolio with high-quality content, strong localisation, reliable performance across different markets, and the ability to adapt to changing player preferences and regulatory requirements. An extensive portfolio may create visibility, but without strategic curation, innovation, and operational reliability, it is difficult to maintain lasting commercial success. At CT Interactive, we focus on creating games that combine engaging mechanics, stable performance, and market relevance, because sustainable growth is built on quality and retention, not just volume.

Is scaling content still the main growth driver, or has distribution become more important?

Scaling content remains important in igaming, but today distribution has become equally, if not more, critical for sustainable growth. The market is highly competitive, and even great content can struggle to perform without the right partnerships, strong market positioning, and efficient distribution channels. Success is no longer just about producing more games, but about ensuring that content reaches operators and audiences in the most effective way. At CT Interactive, we see growth as a combination of quality content, strategic distribution, and strong operational execution, because long-term success depends on visibility, accessibility, and the ability to build lasting relationships across multiple regulated markets.

What do operators actually expect from suppliers beyond game delivery today?

Today, operators expect much more from suppliers than simply delivering games. They are looking for long-term partners who can provide reliability, flexibility, strong technical support, and a deep understanding of different market dynamics. Beyond high-quality content, operators value seamless integration, fast communication, compliance expertise, localised solutions, and data-driven insights that can help improve player engagement and performance. They also appreciate partners who can support the commercial side of a launch by preparing custom-tailored marketing materials to ensure a smooth product rollout. In a highly competitive industry, suppliers are expected to contribute strategically to an operator’s growth, not just act as content providers. At CT Interactive, we focus on building partnerships based on trust, operational efficiency, and the ability to consistently deliver value across multiple markets.

How have regulation and compliance requirements changed product and expansion strategies in recent years?

In recent years, regulation and compliance requirements have significantly reshaped both product development and expansion strategies in the igaming industry. Companies can no longer approach growth with a one-size-fits-all mindset, because every regulated market comes with its own technical standards, certification processes, and player protection requirements. This has made localisation, operational adaptability, and compliance readiness essential parts of any expansion strategy. Today, successful growth depends not only on having strong content but also on the ability to navigate complex regulatory environments efficiently and responsibly. At CT Interactive, we see compliance not as a limitation, but as a foundation for sustainable growth, stronger partnerships, and long-term market presence.

“In recent years, regulation and compliance requirements have significantly reshaped both product development and expansion strategies in the igaming industry.”

Martin Ivanov, chief operating officer at CT Interactive.

What are the biggest operational mistakes suppliers continue to make in highly competitive markets?

One of the biggest operational mistakes suppliers continue to make in highly competitive markets is prioritising short-term expansion over long-term sustainability. Many companies focus too heavily on rapid launches, aggressive scaling, or portfolio volume without investing enough in operational efficiency, localisation, technical stability, and partner support. Another common mistake is underestimating the importance of compliance and market-specific adaptation, which can create challenges for both operators and end users. In today’s environment, success depends not only on delivering content but on maintaining reliability, strong communication, and consistent performance across multiple markets. At CT Interactive, we believe sustainable growth comes from building strong operational foundations and long-term partnerships rather than chasing quick wins.

Looking ahead, what will define successful igaming suppliers over the next few years?

Looking ahead, successful igaming suppliers will be defined not only by the size of their portfolios but also by their ability to combine quality content with operational excellence, strong distribution, and adaptability across regulated markets. The industry is becoming increasingly mature and competitive, so suppliers that can consistently deliver reliable performance, fast and seamless integrations, and market-specific localisation will stand out. Equally important will be the ability to leverage data, understand player behaviour, and support operators with meaningful insights that go beyond game delivery. At CT Interactive, we believe the future belongs to companies that build sustainable partnerships, invest in compliance and innovation, and maintain a clear focus on long-term value rather than short-term gains.