Beyond the Numbers: CT Interactive’s Approach to Aggregation
CT Interactive’s chief product officer outlines how the supplier balances proprietary and third-party content in its aggregation portfolio, focusing on product fit rather than catalogue size.
CT Interactive’s chief product officer, Dimitar, said the supplier prioritises a diversified and complementary aggregation portfolio rather than simply increasing the number of titles. He said each addition should have a clear role, adding variety, addressing a market or player need, or complementing existing content.
The company treats proprietary and third-party content as parts of the same product strategy. According to Dimitar, the key question is the value a product brings to the portfolio, with internal content providing a foundation and external studios broadening formats and experiences. CT Interactive aims to cover verticals including lottery, scratch cards, slots, live casino, PvP and instant games.
Dimitar said quality remains the starting point for product decisions and that studio size is not the deciding factor. He added that the goal is not the largest possible catalogue but the right one, where every addition has a clear product rationale and can be matched to different market requirements.
