The Malta Gaming Authority and the Malta Digital Innovation Authority have published the AI Gaming Charter, a voluntary code for licence holders on artificial intelligence deployment. The document sets out principles for transparency, accountability and fair use of AI in gambling operations.
The release follows an MGA study showing that operators use AI actively but differ widely in maturity, risk-management readiness and awareness. A minority confirmed having a formal AI strategy; most are still developing one. AI adoption remains limited in dynamic odds pricing, risk management, regulatory reporting, player acquisition, onboarding and payments. Mature use cases include operational optimisation, data analytics, customer support and behavioural modelling for responsible gambling. The overall finding: technical readiness is positive, but attitudes toward AI are cautious and uneven.
The Charter requires licence holders to calibrate internal AI governance according to player impact, separating low-impact and high-impact tools. Operators must disclose the role, purpose and limitations of AI systems at each user interaction. To ensure fairness, they should maintain a catalogue of objectives, monitor equal treatment and use representative datasets. Data protection must be embedded by design, in line with GDPR.
The Charter stresses human oversight of AI decisions — final accountability for outcomes rests with the licence holder and its staff. Operators are invited to collaborate with the MGA and MDIA through workshops, feedback and self-assessment tools. Kenneth Brincat, CEO of the MDIA, said trust is the foundation of responsible AI use, and the Charter translates principles into practical guidance for the sector.
