Artificial intelligence has gained a foothold in Malta’s gaming industry, but its use remains concentrated in areas with limited direct influence over players. A survey by the Malta Gaming Authority (MGA) found that customer support and operational analysis account for much of the adoption, while automated KYC checks and payment applications remain rare.
The findings accompany the AI Gaming Charter, published on September 18, 2026, by the MGA and the Malta Digital Innovation Authority (MDIA). The 48-page framework follows consultations with licensees and technology specialists, providing voluntary guidance on AI governance.
Operators Face Gaps In AI Oversight
The research identified shortcomings in how companies document and supervise their technology. Although most respondents considered their technical infrastructure adequate, fewer had formal AI strategies or comprehensive risk-management procedures.
Data governance also presented difficulties. Many licensees reported policies covering data access, ownership and retention, but fewer could demonstrate data lineage, which records the origins of information used by AI models.
Bias testing, impact assessments and employee training were also underdeveloped. Only a small number of respondents reported fully established AI risk-assessment and incident-response arrangements.
The MGA also identified a transparency problem involving external technology providers. Only one supplier respondent said it provided clients with documentation explaining how its AI systems operate. This could make it difficult for operators to explain third-party fraud detection or responsible gambling services.
Player-Facing Applications Receive Closer Scrutiny
The survey showed that customer support chatbots represent the most developed AI application directly interacting with players. Operators also use machine learning for fraud detection, anti-money laundering monitoring and responsible gambling assessments.
Personalisation tools have seen more limited deployment. Some companies use recommendation engines for marketing, although relatively few assess whether these systems could encourage risky gambling behaviour.
KYC, payments, dynamic odds and AI-powered live casino remain among the least adopted applications.
The Charter classifies systems according to their potential impact. Internal administrative tools fall into a lower-impact category, while applications influencing account restrictions, eligibility, fraud monitoring or player protection receive greater scrutiny.
Chatbots should identify themselves as AI at the beginning of interactions. Conversations involving vulnerability or gambling harm should be escalated to human employees.
Malta Establishes Voluntary Industry Principles
The Charter outlines six areas of guidance, covering transparency, fairness, sustainability, data protection, human responsibility and technical reliability. It also warns against AI washing, which involves exaggerating technological capabilities or presenting conventional software as artificial intelligence.
The document complements existing legislation, including the EU AI Act and GDPR, without introducing additional legal duties.
MGA CEO Charles Mizzi said: “The AI Gaming Charter reflects a shared commitment between regulators, industry and technology experts to promote the responsible and transparent use of artificial intelligence. Our role as a regulator is not to stand in the way of innovation, but to help create the certainty and confidence needed for innovation to flourish responsibly.”
MDIA CEO Kenneth Brincat stressed the need for practical methods to identify AI applications, manage risks and maintain accountability.
The initiative comes as the UK Gambling Commission develops its own approach to AI governance, including policies and industry guidance. Malta’s framework offers another reference point for gambling regulators examining the technology.