Contemporary technologies within the Maltese iGaming sector for overseeing customer gaming behaviour

Abstract

This dissertation examines the utilisation of contemporary technologies to monitor consumer behaviour in Malta’s iGaming industry. It aims to comprehend how these technologies improve the gaming experience for players, ensure compliance with regulations, and promote responsible gaming, among other objectives. To accomplish the intended goals, it was determined that a qualitative technique was suitable for collecting primary data. Eight participants, who are employed by prominent iGaming companies registered in Malta working in customer performance management positions were involved in this study. These individuals hold expertise in technologies that track customer behaviour and participated in in-depth interviews. The findings gathered were analysed, presented, evaluated, and later discussed. This investigation revealed that the dominant technologies being used are data analytics, Artificial Intelligence (AI), and Customer Relationship Management (CRM). Furthermore, this study offers suggestions for optimising the use of these technologies in the iGaming sector to achieve an ideal balance between consumer engagement and ethical and legal responsibilities, thus providing valuable perspectives on incorporating technology in an industry known for its rapid expansion, dynamic nature, and high stakes.