Monika Zlateva, CT Interactive: “Winning a new client is a huge success but retaining them is a true victory”
Monika Zlateva, Chief Commercial Officer of CT Interactive, emphasised the key role of authentic storytelling and building trust within highly regulated igaming markets at SBC Summit Malta.
Press release.- “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.” This was stated by Monika Zlateva, Chief Commercial Officer of CT Interactive, a subsidiary of “Telematic Interactive Bulgaria” AD, during her participation in SBC Summit Malta. The conference took place from April 28 to 30, 2026, in St. Julian’s.
A key highlight of CT Interactive’s participation in SBC Summit Malta was Monika Zlateva’s expert contribution to the panel discussion titled “Media and Messaging: From Sales to Storytelling in an Age of Restrictions.”
She emphasised the importance of moving beyond traditional sales-oriented messaging and instead focusing on authentic storytelling based on values that resonate with consumers.
“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,” shared Monika Zlateva.
According to her, an integrated marketing approach and the authenticity of messaging are essential tools for every company. “Winning a new client is a huge success but retaining them in this highly competitive environment is a true victory,” Zlateva added.
The discussion explored the impact of strict advertising regulations worldwide and how they are reshaping communication strategies in the igaming industry. Focus was also placed on CT Interactive’s strategic markets in highly regulated Europe and Latin America.
Among the main topics was also the question of how companies can maintain consistency and trust in an environment where advertising is under increasingly strict control, while at the same time remaining fully compliant with regulatory frameworks.
“We realised that the best way to preserve customer trust is by partnering with companies specialised in what they do best. We acquired several such companies with which to build a new ecosystem of products and services: 7Mojos Interactive specialises 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 personalise them in order to serve our clients at the highest level,” Zlateva added.
For another consecutive year, SBC Summit brought together leading representatives from the igaming sector and served as a platform for networking, knowledge exchange, and discussions on the most serious challenges in the gaming industry.
The forum also inevitably focused on evolving regulations and consumer behaviour, which are changing the way companies communicate and build trust in highly competitive markets.
Monika Zlateva’s participation in the panel discussion reflects CT Interactive’s commitment to responsible communication and thought leadership in the igaming sector.
