AI Revolution in Malta: Artificial Intelligence Could Do Half of iGaming Work

The gambling industry in Malta is facing a massive technological shift. Artificial Intelligence (AI) is no longer a future scenario but a reality in the offices of major operators. A recent study by the Maltese automation agency Aigentcy illustrates the extent: in almost all core areas of the sector, today's AI tools could already handle at least half of the tasks. This affects 14 of the 15 investigated key roles, making the sector one of the most exposed industries on the island.

The discrepancy with the rest of the labor market is particularly striking. While the average AI exposure score across all jobs in Malta is 38.8 points, iGaming reaches a significant 57.9 points. A score of 50 means that AI could perform about half of the daily tasks. Despite these high numbers, experts warn against panic regarding mass layoffs. Instead, it is about a transformation of the work environment where repetitive tasks disappear, creating space for strategic decisions.

Numbers and facts

According to Aigentcy data based on the Malta Workforce Report, casino content writers are most affected with a score of 67. Close behind are customer support agents at 65 points, as well as SEO specialists and KYC (Know Your Customer) analysts at 64 points each. In contrast, live casino dealers are the only exception with a score of just 28. In this area, the human element remains the decisive factor for the player experience. A total of 15,039 full-time staff are employed in this sector on the island according to Malta Gaming Authority (MGA) figures, highlighting the significance of this technological shift.

"We’re not saying the jobs will be cut. There’s a lot of augmentation. Gambling is for humans, so removing the human element makes no sense." - Simon Bonello, Director and Co-Founder of Aigentcy

In customer support, AI could already handle 88 percent of tasks related to logging and tagging tickets. For answering common questions from the knowledge base, the value stands at 82 percent. However, technology reaches its limits with sensitive topics: recognizing signs of problem gambling is only attributed to AI at 28 percent. Here, human judgment remains indispensable to ensure player safety.

Background

The release of this report comes at a time when the industry is already under pressure. Major players like Flutter recently announced the reduction of up to 1,400 roles in the UK and Ireland, which could also affect the Malta hub. However, regulatory hurdles and tax increases are often cited as reasons rather than AI itself. Nevertheless, there are pioneers: Gambling.com Group reduced its workforce by 25 percent in May with the aim of building an "AI-first world." The Malta Gaming Authority has also responded by presenting a new AI Gaming Charter. This provides guidelines for transparency, data protection, and human oversight to ensure the ethical use of technology.

Why it matters for German players

For German players registered with providers licensed by the Joint Gambling Authority of the States (GGL), the increased use of AI could bring noticeable benefits. In Germany, extremely strict rules apply due to the State Treaty on Gambling 2021 (GlüStV 2021), such as the deposit limit of 1,000 euros per month and verification via the central LUGAS system. AI can help to process identity checks (KYC) significantly faster and more precisely, minimizing waiting times during registration or withdrawals.

Furthermore, player protection plays a paramount role in Germany. AI systems trained to recognize problematic gambling behavior in real-time could increase safety. If algorithms detect patterns indicating a loss of control, the system can intervene faster than a human employee. Nevertheless, German regulation requires that for serious decisions, such as account suspension, a human must ultimately bear responsibility. The 1-euro limit per spin on virtual slot machines remains unaffected by technology, but the management of data streams behind the scenes will become more efficient.

What it means for GGL-licensed casinos

German online casinos with a GGL license must meet high compliance requirements. The use of AI offers the opportunity to automate the complex reporting obligations to German authorities. This saves costs, which ideally can flow into better bonus offers or fairer odds for players. It is important, however, that operators must make transparent where automated systems are used, in accordance with the new EU AI Act. A GGL-licensed casino will primarily use AI to guarantee compliance with strict German rules, whereas illegal offshore providers from Curacao or Asia might often misuse AI to bind players manipulatively to the screen. German customers thus benefit from an AI that acts as a digital protective wall.