Malta has introduced a dedicated artificial intelligence framework for its gambling industry, establishing voluntary standards for operators using AI in player protection, customer interactions and business operations.
The AI Gaming Charter, developed jointly by the Malta Gaming Authority (MGA) and the Malta Digital Innovation Authority (MDIA), was officially launched on 18 September 2026. It provides gambling licence holders with practical guidance on transparency, fairness, data protection and human oversight.
The framework complements existing legislation, including the European Union’s AI Act and the General Data Protection Regulation (GDPR), without creating additional legal obligations for licensed operators.
Its publication follows an MGA assessment of AI adoption across Malta’s regulated gambling sector, which identified significant differences in how companies implement the technology and manage its associated risks.
Although operators have increasingly adopted AI, only a minority of surveyed businesses had established a formal AI strategy. Most were still developing their approach to the technology.
The study found that AI was most widely used for operational optimisation, data analytics, customer support and responsible gambling behavioural modelling.
Adoption remained limited in dynamic odds setting, risk management, regulatory reporting, player acquisition, onboarding and payment processing.
While the sector demonstrated relatively positive technical readiness, the MGA identified gaps in governance, organisational preparedness and risk awareness that the new charter is intended to address.
Player Protection and Human Oversight at the Centre of AI Guidelines
Under the charter, gambling operators are encouraged to assess AI applications according to their potential impact on players and adjust their internal governance procedures accordingly.
Systems capable of influencing player welfare or gambling outcomes require greater scrutiny than lower-impact applications used for routine operational tasks.
Licensees are also advised to explain the purpose, functionality and limitations of AI systems when customers interact with the technology, ensuring users understand how automated tools are involved in their experience.
Fairness is another central requirement of the framework. Operators are encouraged to establish documented fairness objectives, use representative datasets and continuously monitor AI systems to identify potentially unequal treatment.
The charter additionally calls for privacy safeguards to be incorporated into AI infrastructure from the design stage, with data processing practices aligned with GDPR requirements.
Human supervision remains essential throughout AI-assisted decision-making. Gambling companies and their employees are expected to retain accountability for decisions and outcomes generated through automated systems rather than transferring responsibility to the technology itself.
The MGA and MDIA are also encouraging operators to participate in workshops, provide feedback and use technical self-assessment tools to evaluate their AI governance practices.
MDIA Chief Executive Kenneth Brincat explained that the framework is intended to give gambling businesses practical methods for identifying where AI is deployed, understanding its risks and maintaining appropriate human control.
The charter combines the MDIA’s expertise in AI governance with the MGA’s knowledge of gambling regulation, offering sector-specific guidance as operators expand their use of automated technology.