A new report from Aigentcy, published on November 2, has found that artificial intelligence (AI) tools are already capable of handling more than half of the core tasks in 14 out of 15 essential iGaming professions in Malta. The assessment, which assigns a score from 0 to 100 to each profession, indicates the share of important tasks AI can currently perform.
AI Impact Varies Across iGaming Roles
The report calculated an average vulnerability score of 57.9 across 15 key iGaming professions, significantly higher than the 38.8 average for all professions in Malta. Online casino copywriters, customer support staff, SEO specialists, and KYC analysts were among the most exposed, with scores ranging from 64 to 67. Other roles such as CRM managers, affiliate managers, bonus and promo managers, and risk analysts also saw scores above 59. In contrast, live casino dealers had the lowest vulnerability score at 28, reflecting the continued need for human presence in those positions.
Methodology and Industry Scope
The vulnerability scores were based on the importance and nature of tasks associated with each profession. For jobs not listed in the American ONET database, Aigentcy independently compiled and evaluated task lists specific to the iGaming sector. Employment data referenced in the report indicate that Malta's iGaming industry employs over 15,000 full-time staff, according to Eurostat and the Malta Gaming Authority (MGA).
Implications for Industry Stakeholders
The findings highlight significant potential for automation in Malta's iGaming workforce, particularly in roles focused on content creation, customer interaction, and analytical functions. For operators and affiliates, this could mean opportunities to streamline operations and reduce costs, but also raises questions about workforce planning and the need for upskilling. Regulators and suppliers may need to consider how increasing automation impacts compliance, responsible gaming, and industry standards.
Key takeaways
- AI can already perform over half of the tasks in most key iGaming roles in Malta.
- Content, support, and analytical positions are the most exposed to automation.
- Live casino dealers remain less affected by current AI capabilities.
- The report underscores the need for industry adaptation and workforce development.