Adoption of AI and CRM technologies in Malta’s gaming sector

Abstract

This research explores the adoption of Artificial Intelligence (AI) and Customer Relationship Management (CRM) technologies within Malta’s gaming sector, focusing on their practical applications, organizational impact, and implementation dynamics. As one of the leading global iGaming hub operating in a highly competitive and regulate environment, Malta presents a strong case for examining technological innovation. However, limited academic attention has been given to the local experiences and challenges of firms adopting these technologies, highlighting the need for context-specific analysis of their influence on operations and customer engagement. A qualitative research design was employed, using semi-structured, in-depth interviews with seven industry experts, including senior managers, data engineers, and CTO from leading gaming companies in Malta. This was complemented by secondary sources such as industry reports and academic literature, with thematic analysis used to identify key patterns and insights. Findings indicate that adoption is primarily driven by the need to improve player retention, enhance operational efficiency through automation, and deliver highly personalised customer experiences. A broader shift towards data-driven organisational cultures was also evident, with evidence-based decision-making increasingly replacing managerial intuition. While AI and CRM technologies improve service responsiveness and fraud detection, their integration is often constrained by high costs, skills shortages, and regulatory requirements such as GDPR.