Crypto entertainment sits at an awkward intersection of fast user growth, real-time engagement, and high expectations around security and reliability. For Live Interactive, a Sofia-based company building what it aims to become one of the world’s largest crypto entertainment platforms, this tension became visible early.
By 2021, the company was growing quickly, both in users and internally. The engineering team expanded to more than 60 developers, product complexity increased, and the platform began serving users across multiple markets. At that point, infrastructure was no longer just a technical concern. It was a strategic one.
The question was not simply how to “move to the cloud,” but how to build a system that could scale predictably, support personalization at depth, and remain operationally efficient under constant change.
The challenge: growth without fragmentation
Live Interactive faced a set of challenges common to digital entertainment platforms, but amplified by the dynamics of crypto products.
As user numbers increased, so did the demand for personalized experiences such as content recommendations, contextual interactions, and adaptive journeys that respond to user behavior in real time. At the same time, infrastructure had to remain stable and secure, even as new features and markets were added rapidly.
Internally, this meant managing growing infrastructure complexity while giving engineering teams enough flexibility to move fast. Externally, it meant ensuring performance and trust for users engaging with a platform where reliability is non-negotiable.
The underlying problem was coherence: how to connect infrastructure, data, and product logic in a way that scales without becoming brittle.
The approach: infrastructure as an enabler, not a constraint
Europe Cloud worked with Live Interactive as a strategic cloud partner, focusing first on creating a clear architectural foundation on Google Cloud Platform (GCP).
At the infrastructure layer, the goal was flexibility and observability. Compute Engine provided scalable compute resources that could adapt to changing workloads. Cloud SQL offered a managed, reliable database layer, reducing operational overhead while maintaining performance. Cloud Logging added visibility across the system, allowing teams to monitor behavior, identify bottlenecks, and respond faster to issues.
But infrastructure alone does not create differentiation. The more interesting work happened at the data layer.
Building personalization into the system
Personalization was treated as a core capability rather than an add-on feature. Live Interactive’s platform generates large volumes of behavioral data, and the challenge was turning that data into meaningful recommendations without over-engineering the system.
Using BigQuery as the analytical backbone, the team created a centralized environment for querying and processing user data at scale. On top of that, they implemented a recommendation engine using a combination of Vertex AI Search, Conversation Recommendations, and BigQuery ML.
Different models were applied depending on the use case. Matrix Factorization helped uncover latent user preferences, while Wide & Deep learning models supported more complex recommendation logic by combining memorization and generalization. The result was a system capable of delivering personalized content dynamically, without introducing excessive operational complexity.
Importantly, this approach allowed Live Interactive’s engineers to experiment and iterate. Models could be refined, features adjusted, and new ideas tested without re-architecting the platform each time.
The outcome: scalable growth with operational control
The result of this work was not just a “successful cloud migration,” but a platform architecture designed for long-term growth.
Live Interactive now operates on a stable, scalable cloud foundation that supports rapid expansion while maintaining security and performance. The integrated recommendation engine improves user engagement by delivering more relevant experiences, directly supporting product goals.
Equally important, the internal teams gained the tools and operational confidence to manage and optimize their GCP environment over time. Infrastructure decisions became clearer, data became more accessible, and the platform became easier to evolve as the business grows.
As Detelin Zlatev, CTO of Live Interactive Software, puts it:
“We value transparency and building great products for our customers. Thanks to Europe Cloud’s GCP implementation, our platform now has the security, scalability, and ongoing support we need to manage rapid growth, innovate freely, and deliver exceptional, personalized experiences to our users, while confidently expanding into new markets and features.”
A broader lesson for digital entertainment platforms
Live Interactive’s journey illustrates a broader point relevant to media and entertainment companies operating in fast-moving digital environments.
Scalability is not only about handling more traffic. It is about creating systems where infrastructure, data, and product logic reinforce each other. When cloud architecture is designed with personalization, observability, and experimentation in mind, it becomes a strategic asset rather than a cost center.
For Europe Cloud, this project reflects a consulting-led approach to cloud adoption, starting from business and product goals, and working backward to the technical decisions that make those goals achievable.
