Malta gambling authority initiates consultation on AI Gaming Charter

(AsiaGameHub) –   The MGA’s AI Gaming Charter seeks to foster ethical and responsible artificial intelligence use within the gaming sector.

Malta.- The Malta Gaming Authority (MGA) has initiated a consultation with iGaming licensees regarding a proposed AI Gaming Charter, developed in partnership with the Malta Digital Innovation Authority (MDIA). This initiative aims to promote ethical and responsible AI application across the industry.

The regulator emphasized that compliance with the charter is not mandatory. Instead, it offers voluntary, principles-based guidance designed to support the transparent and responsible deployment of AI technologies. Key areas addressed include AI integration in customer service and marketing, as well as its role in compliance procedures and fraud prevention.

The draft charter complements existing legal frameworks such as the EU Artificial Intelligence Act, while also considering the unique operational environment of the gaming industry, according to the MGA.

This effort reflects the growing prevalence of AI-driven solutions in the sector—ranging from chatbots used in customer interactions to personalized marketing strategies, real-time behavioral analytics for player monitoring and responsible gaming measures, and security applications that detect suspicious activity by distinguishing between legitimate users and bots. AI is even influencing game development processes.

While acknowledging AI’s potential to enhance efficiency and accuracy in various operations, the MGA urges licensees to remain vigilant about risks such as algorithmic bias and to ensure appropriate oversight of AI systems.

The consultation follows ongoing government discussions about establishing a specialized regulatory framework for prediction markets in Malta.