“Our strategic focus on existing clients while expanding into emerging markets, such as Brazil, underscores our commitment to fostering global growth and innovation,” CEO Aleš Gornjec says, explaining why the company is looking beyond established markets. He describes Brazil as “a wealth of opportunity” where Comtrade plans to “tailor our offerings to the specific needs of the Brazilian market” and navigate a shifting regulatory landscape with locally resonant content.
Tat market push sits alongside a material change in the company’s product mix: Comtrade has begun producing its own games. “Our decision to begin producing our own games has proven to be a transformative move,” Gornjec says. Te initial slate deliberately leaned on mainstream appeal - crash and slot titles that could quickly reach players and operators - before moving into more experimental territory. “Having laid that foundation, we now plan to focus more on developing new, unique concepts that push the boundaries of innovation and creativity,” he adds. Te goal: give operators fresh, engaging content without losing the technology-first DNA that Comtrade built over two decades.
Gornjec frames the shift as evolutionary rather than disruptive. Comtrade started more than 20 years ago “as a technology specialist working for leading vendors in the gaming industry,” he reminds, and only recently broadened its offering to include game production. “Tat change was not that dramatic since we don’t shift our focus away from our initial strategy, but we enrich it with additional offering that will make our clients even more competitive.”
INDUSTRY TRENDS
When asked about the biggest forces reshaping gambling, Gornjec points to two technology-driven trends: artificial intelligence and mobile. Both present considerable opportunities, he says, but also new responsibilities. “Artificial intelligence is revolutionising the industry, allowing us to provide personalised gaming experiences, detect fraud, and streamline compliance processes,” he explains. By analysing player behaviour, Comtrade can tailor experiences and spot risk earlier - benefits that are especially useful in emerging markets with complex rules.
Yet Gornjec is clear-eyed about the downsides. “AI is undeniably one of the most transformative forces in the world today,” he says, but “the rise of AI is not without its challenges.” He highlights ethical concerns - transparency and accountability in automated decision-making - and privacy trade-offs that come with the need for large datasets. Tose issues intersect directly with regulation: “Navigating the evolving regulations requires a steadfast commitment to compliance and adaptability,” he argues, adding that Comtrade aims to “proactively
anticipate changes in diverse jurisdictions” and work closely with regulators to align operations with global standards.
Mobile is another non-negotiable. “As most of the interactive gaming these days is delivered through mobile devices, we must adapt our offerings to meet the expectations of players who seek convenience, accessibility, and engaging gameplay on-the-go,” Gornjec says. Tat means optimising design and performance for smaller screens and faster interactions - a technical demand that sits squarely in Comtrade’s wheelhouse but requires ongoing investment.
RACE TO THE BOTTOM
Beyond technology, Gornjec flags a structural worry about the supplier side of the industry. While operators have consolidated, he says, there has been “a big expansion of new suppliers,” many of whom “don’t have the experience to cover all the aspects that are necessary for operators to deliver best gaming experience.” Te result, he warns, can be a race to the bottom where cost, not quality or responsibility, drives decisions. “Tis variety makes the supplier side of the industry more competitive but can also reduce the quality of our solutions if operators focus is cost optimisation and not quality,” he says.
Asked what he would change about the industry, he argues for greater collaboration and higher standards. “While achieving global standardisation is no small feat, the gambling industry's stakeholders must recognise the benefits of collaboration,” he says, urging operators, regulators and technology providers to set benchmarks that protect players and encourage responsible innovation.
Looking ahead for Comtrade, Gornjec is bullish but pragmatic. Te company is “deploying new AI based innovations” to improve fraud detection and customer acquisition strategies, and aims to expand its geographic reach while continuing to serve existing clients. On a personal level he frames his ambition in human terms: to reduce friction for staff and partners alike. “My ambition would be to simplify the lives of both our team and clients by addressing the growing complexity of products, procedures, and regulations in the gambling industry,” he explains.
He ties that aspiration back to the company’s purpose: making room for what matters. “Ultimately, making life simpler isn’t just about reducing complexity - it’s about enabling people to focus on what truly matters: delivering exceptional experiences while upholding ethical and responsible standards,” Gornjec concludes. For Comtrade Gaming, the next chapters will balance product innovation with regulatory and ethical rigour - a test of whether new games and AI-powered tools can coexist with the kind of responsible, quality-first approach Gornjec describes.
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