In May 2026, the Malta Gaming Authority (MGA) published a proposed AI Gaming Charter and opened a targeted consultation with licensed operators, compliance professionals, technology suppliers, and other participants in its regulated operator base. The charter was developed jointly with the Malta Digital Innovation Authority (MDIA) following an internal MGA review of how AI is being deployed across its licensed operator base. The consultation is the first sector-specific AI governance initiative from a gambling regulator designed to sit alongside the EU AI Act.
The charter proposes voluntary, principles-based guidance structured around five areas: transparency (operators must be able to explain how AI systems affect significant decisions, particularly those touching players); accountability (named responsibility for AI system oversight at senior management level); human oversight (meaningful review of AI outputs that affect players' access to services or responsible gambling measures); non-discrimination (prohibiting AI profiling that targets players on the basis of characteristics the MGA's licensing conditions protect); and data minimisation (limiting personal information used by AI systems to what is necessary for the stated operational purpose). The charter draws on the EU AI Act's Article 9 risk management obligations and the MDIA's Technology Assurance standards without creating standalone legal obligations beyond those existing regulatory instruments.
Gambling operators, affiliate networks, and gaming technology suppliers deploying AI in customer-facing applications must assess their systems against the charter's principles. The charter specifically addresses AI-driven personalisation engines, adaptive game mechanics, real-time responsible gambling triggers, automated customer support, fraud and anti-money laundering detection systems, and AI-generated bonus and promotional targeting tools. The MGA has flagged that AI personalisation tools that increase player engagement intensity may constitute unfair commercial practices under the Unfair Commercial Practices Directive or breach responsible gambling conditions in MGA licensing conditions B2 and B3.
The charter in its current form is not a final regulatory instrument. The MGA and MDIA will review consultation responses before publishing a final version. Operators participating in the consultation have an opportunity to influence whether any charter provisions are subsequently elevated to mandatory status through amendment of MGA licensing conditions. The EU AI Act may classify certain responsible gambling AI tools as high-risk under Annex III if they are used in decisions significantly affecting access to services; the MGA is mapping charter principles to AI Act obligations to provide operators a co-ordinated compliance path.
Licentium advises iGaming operators and gaming technology providers on AI governance, EU AI Act applicability assessments, and MGA licensing compliance. Work we undertake includes AI system risk classification for Annex III assessment, AI Gaming Charter gap analyses, MGA licensing condition reviews, responsible gambling regulatory compliance support, and MDIA Technology Assurance engagement.