What to expect from Gaming Malta at ICE Barcelona

Given the sweeping reforms proposed and passed in iGaming jurisdictions worldwide in recent times, it is hardly surprising that ‘regulation’ has remained the most pressing issue for operators over the past two years.

In a turbulent landscape though, Malta has nurtured a long-established reputation for regulatory stability that has enabled the picturesque Mediterranean republic, with a population of just over half a million people, to punch well above its weight.

At ICE Barcelona 2026 in January, the island’s qualities as an iGaming jurisdiction will be showcased to the sector like never before at the Malta booth.

Designed to promote the destination as the world’s online igaming jurisdiction and the home of gaming excellence, the Malta space will be a hub of activity throughout gaming’s biggest show, with a virtual reality roulette experience created by Malta-based Draw & Code offering a compelling centrepiece.

“We have built the world’s iGaming Silicon Valley in Malta, and the expo space will be testament to our relentless approach in this regard,” says GamingMalta CEO Ivan Filletti. GamingMalta is an independent non-profit foundation jointly established by the Government of Malta and the Malta Gaming Authority (MGA).

A coordinated national presence

The Malta booth will serve as a live ecosystem, bringing together leading industry voices, including founders, operators, service-providers and regulators, with visitors able to discover first-hand how businesses scale from Malta.

Notably, a coordinated national presence will be on show at gaming’s most influential annual gathering. For the first time, GamingMalta and the Malta Gaming Authority (MGA)  will be joined by government’s economic development agency Malta Enterprise, Malta’s largest bank, Bank of Valletta (BOV) and Identita responsible for citizens’ identity management and the implementation of migration processes will come together to present a united front.

This collaborative representation is not only designed to amplify Malta’s credibility – by enabling questions to be answered on a range of topics in the same place, from licensing and banking to staffing. It also signals unity in action.

“Going as a unified front communicates government and ecosystem alignment; that Malta isn’t a loose cluster but a coherent jurisdiction that supports long-term business,” GamingMalta explains. “This is especially persuasive to institutional investors and regulated operators.”

Such alignment is illustrated by Malta’s relatively predictable regulatory outlook. With GamingMalta’s ongoing R.E.S.P.E.C.T. campaign spear heading reputation management for the industry through the pillars of responsible gambling, entertainment, speed, professionalism, enhanced due diligence, consistency and talent, the focus is now on cementing Malta’s status as the home of gaming excellence.

Embracing the sector

According to GamingMalta, though, the attraction of Malta is “a sum of all the parts rather than one silver bullet”.

Regulatory certainty, international recognition and reducing market entry friction are important factors, while the ecosystem density on the island ensures experienced suppliers are plentiful.

Additionally, as a springboard to the European Economic Area, with English in use as the language of business, and with substantial talent and immigration pathways, there are a multitude of reasons for gambling businesses to land in Malta.

Above all, GamingMalta believes the island has established a jurisdiction that has fully embraced the sector, from cross-political support to initiatives like the iGaming Council – a GamingMalta-led initiative that brings together operators and policy-makers.

A cornerstone of the Maltese economy

Underpinning Malta’s presence at ICE will be the government’s recently published Envision 2050 long-term strategy, which sets out clear and measurable targets for the nation’s development.

At the heart of this, Malta is targeting a more sustainable average annual GDP growth rate of 5% by 2035 driven by strategic investment in seven priority sectors – one of which is gaming.

Moreover, gaming has already proven itself to be a cornerstone of the Maltese economy. According to Envision 2050 projections, the sector’s contribution is expected to rise from €1.5bn (£1.31bn/$1.76bn) to between €2.3-€2.8bn, making up 6-7% of the nation’s projected GVA by 2035.

With a focus on strengthening leadership in the gaming industry, ensuring transparency, player protection and fair competition, Envision 2050 will ensure the sector continues to be a major contributor towards the national economy.

According to GamingMalta, this blueprint signals a clear north star, showing how Malta is “a safe and resilient nation, inspired by heritage and driven by progress, fostering a healthy quality of life for all”.

‘Make It In Malta’ campaign

The creative thread which will support this drive at ICE is the ‘Make It In Malta’ campaign, highlighting success stories and case studies from a mature and practical ecosystem for growth.

“This approach reinforces the ‘home of gaming excellence’ brand by showing evidence – such as deals, hires, regulatory clarity and investment – rather than simply asserting it,” adds GamingMalta, which underscored the strength of “operator-led storytelling”.

GamingMalta adds, “Nobody promotes a jurisdiction better than the companies who have grown there. They supply credibility, concrete metrics and relatable roadmaps for peers. Success breeds success and Malta is the perfect stage for your global ambitions.”

A talented workforce

There is solid evidence to back up such claims. At a recent iGaming Council meeting, new investments totalling €60m by different operators were confirmed.

Furthermore, Malta’s 14,000-strong gaming industry workforce, as well as its safe and stable work environment, is widely recognised as a key growth driver. According to an MGA survey last year, 85% of gaming operators based in Malta were satisfied or highly satisfied with the availability of skilled personnel and the quality and cost-effectiveness of local training opportunities versus other leading jurisdictions.

Similarly, around 80% of respondents were satisfied or highly satisfied with the ease of labour mobility, with favourable perceptions regarding workforce ethics even higher at 87%. Malta also offers an appealing quality of life attracting top tier talent to the island many working in the igaming industry.

From a gaming workforce perspective, GamingMalta stresses that Malta’s pool of talent will be the key differentiator in the next phase of growth.

“Talent scales businesses,” says GamingMalta, who added that institutions like the Malta College of Arts, Science and Technology (MCAST) offer courses targeted at individuals who aim to progress in the gaming industry. 

“Without a pipeline of developers, ops staff and compliance specialists, operators stall. That’s why migration policy and skills programmes – including Identità and Malta Enterprise initiatives – are critical. Business-friendliness remains the accelerant, but stable regulation and accessible talent are the engine.”

“Nobody promotes a jurisdiction better than the companies who have grown there… Success breeds success and Malta is the perfect stage for your global ambitions”

A technological convergence

Malta is also benefiting from a timely convergence of technology through the simultaneous growth of esports, game development and immersive innovations.

“The respective ecosystems can feed into and collaborate with each other, albeit as different animals,” GamingMalta says. “Ultimately, it all boils down to entertainment and how consumers are attracted or relate to entertainment platforms.

“We will be consolidating the gambling sector by focusing on a strong regulatory framework ensuring transparency and fair competition and simultaneously accelerate interactive entertainment sectors through fiscal initiatives, technological innovation and talent development.

“Malta’s long-term strategy is to build a resilient, innovation-driven, high-value economy. The gaming, esports and interactive media sectors align perfectly with this national direction because they represent the type of future-proofed, knowledge-intensive industries Malta aims to anchor over the next 25 years.”

GamingMalta’s own ‘Manifesto’ builds on this drive with a blueprint designed to build on 20 years of success to secure the future of Malta as an in-demand destination for operators.

Among the key pillars of the Manifesto’s 10-point plan are a focus on keeping corporate tax competitive, maintaining political support, improving sector skills and developing off-island relations, as well as driving up responsible gaming standards and encouraging innovation.

Attracting and retaining operators

With a strong regulatory framework, competitive gaming tax structure and strategic position as a gateway to European gambling, casino and lottery markets, over 350 operators are already based on the island.

However, Malta’s gaming industry stakeholders are laser-focused on providing a framework that encourages further growth – and, like the operators it hosts, the desire is to attract, as well as retain.

Some of the industry’s biggest names have relocated to the republic. Meanwhile, at the end of 2023, across Malta’s largest 100 operators by turnover, the average period of operation on the island was 13 years -illustrating that once major players arrive, they tend to stay.

As GamingMalta CEO ​​Filletti says following ICE earlier this year: “Malta may be small in size, but our impact on the iGaming industry continues to be immense.”

Now, as a small nation with a big reputation, Maltese stakeholders are aligning to harness opportunities at major events like ICE, so the island can build on its status as the gold-standard of iGaming industry destinations.

Book your meeting today with GamingMalta, MGA or any of the co-participants at ICE on: https://www.gamingmalta.org/make-it-in-malta/ and visit the Make it in Malta booth Hall 4 Booth 4C40.

Ivan Filletti, GamingMalta CEO