CT Interactive Prioritises Quality in Its Game Aggregation Strategy
Bulgaria.- 15 October 2026 | www.zonadeazar.com CT Interactive, the international online casino content provider, has outlined the key principles behind its game aggregation strategy, focusing on combining proprietary titles with third-party products to create a more diversified portfolio tailored to operators’ requirements.
In an interview published on 14 October 2026, Dimitar Nikolov, Chief Product Officer (CPO) at CT Interactive, explained that the company’s objective is not simply to increase the number of available games, but to introduce content that delivers value, new mechanics and differentiated player experiences.
The strategy aims to strengthen the competitiveness of its B2B offering through product selection based on quality, complementary features and the characteristics of individual markets.
Quality Takes Priority Over Catalogue Size
According to Nikolov, one of the challenges facing game aggregation is the assumption that a larger catalogue automatically represents a stronger commercial proposition.
CT Interactive believes that every additional title should fulfil a specific purpose within the overall product offering.
When evaluating new content, the company considers:
- Product quality: technical characteristics and gameplay experience.
- Mechanical diversity: the introduction of different features.
- Complementary value: the ability to expand the existing portfolio.
- Commercial relevance: suitability for individual markets.
- Player preferences: adaptation to different audiences.
The objective is to create a balanced catalogue rather than add games solely to increase distribution figures.
Combining Proprietary and Third-Party Content
A central element of the strategy is the integration of internally developed games with products supplied by external studios.
CT Interactive already operates an established proprietary portfolio that provides the foundation for its commercial offering.
However, aggregation enables the company to introduce new experiences without relying exclusively on its internal development resources.
Proprietary content provides continuity and a recognisable identity, while third-party games introduce additional concepts, formats and mechanics.
Nikolov emphasised that the origin of a product is less important than the value it contributes to the overall portfolio.
Six Gaming Categories Under Consideration
The company aims to develop an aggregation offering covering several areas of digital gaming entertainment.
These include:
- Online slots: established formats and innovative mechanics.
- Lottery games: products linked to draws and results.
- Scratch cards: digital instant-win experiences.
- Live casino: games featuring live dealers and streamed tables.
- PvP games: formats involving competition between players.
- Instant games: products offering rapid outcomes.
This diversified approach reflects the company’s ambition to serve players with different habits and preferences.
CT Interactive believes that a varied portfolio enables operators to create more comprehensive entertainment propositions.
Identifying Portfolio Opportunities
CT Interactive evaluates its existing portfolio across different product categories to identify areas where additional content could create value.
According to Nikolov, identifying a gap does not necessarily mean adding another game to a category already containing numerous titles.
In some cases, introducing a new mechanic or an underrepresented format may be more beneficial.
The company’s evaluation focuses on the contribution of each product, the need it addresses and how it complements existing content.
This approach directs aggregation decisions towards meaningful diversity rather than simple catalogue expansion.
Adapting Content to Individual Markets
Another important component is the ability to tailor content selection to the characteristics of different jurisdictions.
Nikolov explained that a single, uniform games portfolio cannot be expected to perform identically across every market.
Player preferences, popular mechanics and regulatory conditions can vary substantially between countries.
CT Interactive therefore aims to develop a flexible aggregation network capable of combining products according to individual operator requirements.
This strategy could help deliver more relevant content to local audiences while supporting commercial differentiation.
Performance and Gameplay Mechanics
Content selection also involves assessing performance and the characteristics of each gaming experience.
CT Interactive examines how gameplay mechanics operate and how individual titles can complement existing products.
The evaluation does not focus exclusively on whether a game performs well in isolation.
It also considers whether the content adds variety or addresses audiences that currently have limited options.
The company aims to balance established products with new concepts capable of broadening the entertainment offering.
Studio Size Is Not the Deciding Factor
Nikolov stressed that CT Interactive does not consider the size of a development studio to be the principal criterion when selecting aggregation partners.
Smaller studios may produce innovative games and differentiated mechanics that provide significant value to operators.
The company therefore intends to evaluate each product on its individual merits rather than exclusively on the commercial scale of its developer.
Maintaining consistent quality standards remains a priority as the portfolio expands.
This approach could create opportunities for specialist developers seeking access to international distribution networks.
Expansion of the Commercial Network
The aggregation strategy forms part of CT Interactive’s broader international expansion.
At SBC Summit Lisbon 2026, the company outlined plans to distribute content from at least four additional studios recently acquired by its parent company, Telematic Interactive.
The initiative is designed to provide operators with access to a broader selection of games through a single commercial relationship.
CT Interactive also held meetings with existing and prospective partners to explore further collaboration opportunities.
The strategy complements its established business as a developer of online slots.
Diamond Tree Jackpot Complements the Portfolio
During its participation in Lisbon, CT Interactive also showcased Diamond Tree Jackpot, a shared progressive jackpot solution.
The product connects ten titles from the company’s portfolio through a common jackpot network and supports multiple currencies.
The solution forms part of CT Interactive’s wider technology diversification strategy.
While aggregation expands the variety of available games, jackpot products introduce additional features to established titles.
Both developments aim to strengthen the company’s commercial proposition for international operators.
Statements From Dimitar Nikolov
Dimitar Nikolov, CPO at CT Interactive, highlighted that the strength of an aggregation platform depends on the relevance of individual products and their ability to complement the wider offering.
He emphasised the importance of maintaining clear selection standards and prioritising player experience.
Nikolov also explained that combining proprietary and external content enables the company to draw on different creative capabilities.
In his view, a successful strategy should provide operators with the flexibility to serve different markets rather than depend on a uniform portfolio.
The company intends to ensure that every additional title addresses a specific requirement and contributes to a coherent product offering.
Next Steps and Impact
CT Interactive’s strategy reflects an evolution in game aggregation across the iGaming industry.
Rather than competing exclusively on the number of available titles, the company aims to differentiate itself through content quality, diversity and market relevance.
Combining proprietary games with third-party products will support expansion into categories such as lottery games, live casino, PvP experiences and instant-win formats.
For operators, this approach could provide access to more comprehensive portfolios tailored to the preferences of their respective markets.
The planned incorporation of additional studios associated with Telematic Interactive represents another step in that direction.
The principal challenge will be maintaining consistent quality standards as the supplier network expands, ensuring that every new title provides commercial value and contributes positively to the player experience.
Editó: @fonta
