Industry events are where the iGaming world comes alive. Deals begin with a handshake, partnerships form over coffee, and the most unexpected conversations often become the most valuable ones. But as anyone who has attended ICE, SBC, SiGMA, or any regional expo knows, events can be overwhelming. The noise, the pace, the crowds — and the pressure to “make the most of it” — can turn even the most confident professional into someone who simply survives the day instead of owning it.

In this episode, Monika Zlateva, Chief Commercial Officer at CT Interactive, shared what it truly takes to turn event attendance into meaningful business outcomes. With nearly two decades in iGaming and hundreds of expos behind her, she has mastered the art of navigating events with intention, clarity, and confidence.

Monika is clear: the groundwork you do before an event determines the quality of your experience. Researching attendees, setting goals, and planning meetings are essential — but they’re only half of the equation. The other half is internal.

“You have to work with yourself first,” she said. “Know exactly where you stand and what you want to achieve.”

She distinguishes between two agendas: the business agenda and the personal agenda.

The business agenda is straightforward — who you need to meet, what you need to discuss, and what outcomes you’re aiming for. The personal agenda is what keeps you motivated: what you want to learn, how you want to grow, and who you want to be when you leave the event.

Balancing both creates purpose. And purpose prevents burnout.

One of Monika’s strongest insights is the importance of leaving space between meetings. Events like ICE Barcelona or SBC Lisbon are massive, and running from hall to hall without a break is a guaranteed way to lose focus — and lose opportunities.

Space allows you to reflect, reset, and prepare for the next conversation. It also gives you room to adapt when meetings shift, get delayed, or move across the venue. “Preparation prevents failure,” she said, “but flexibility keeps you sane.”

Monika shared a list of things she consciously stopped doing over the years, and it’s refreshingly practical.

She no longer dresses to impress — she dresses to survive the day. Comfort, appropriateness, and adaptability matter far more than fashion. Events often stretch from early morning meetings to late‑night networking, and there’s rarely time to return to the hotel. Being comfortable means being present.

She also never skips breakfast. Networking lunches are rarely about eating — they’re about talking. Starting the day hungry means spending the day distracted.

And she always carries an extra pair of shoes. Anyone who has walked the length of ICE knows why.

For many people, networking is the most intimidating part of events. Monika breaks it down into simple, human steps.

If you’re attending alone, find a “buddy” early — someone else who looks open, approachable, or simply alone. A friendly introduction, a smile, or a shared comment about the conference can open the door to deeper conversations.

If you’re attending with colleagues, don’t hide behind them. Closed groups signal “no entry.” Events are for expanding your circle, not reinforcing it.

Monika also emphasises the importance of speaking slowly, asking questions, and genuinely listening. People open up when they feel heard. And the most valuable connections often come from the most unexpected conversations.

She encourages approaching people directly — even senior leaders or founders. “If they didn’t want to meet people, they wouldn’t be at the event,” she said. Confidence, clarity, and a simple introduction go a long way.

Monika’s approach to pitching is grounded in value. In iGaming, the conversation always comes back to ROI — how you help someone make money, save money, or create value. A good pitch is not about listing features; it’s about explaining impact.

And it should be short. People remember clarity, not complexity.

Some of the best networking happens at the bar, during a coffee break, or in the relaxed atmosphere of an evening event. Monika calls this the “sweetest part of the day” — when people are no longer rushing, no longer stressed, and far more open to genuine connection.

A simple “cheers” can start a conversation. A shared laugh can build rapport. And a spontaneous invitation can lead to a partnership.

Events are not just about business. They’re about people. And people connect when they feel comfortable, seen, and welcomed.

Monika’s message is simple: events are opportunities, but only if you approach them with intention. Prepare your agenda, protect your energy, stay curious, and be human. The right conversations will follow.