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Gaming Contributed €1.56bn to the Economy of Malta
The economy of mga received €1.56bn from gaming in 2019, which represents a 9.6% year-on-year growth according to data from the 2019 report of the Malta Gaming Authority AKA the MGA.
According to the report, there’s been an ongoing enforcement drive by the MGA, during which it has succeeded in cancelling 14 casino licenses in 2019 alone. There’s also been a 3.9% increase in the number of casino firms and sites in operation – on which you can do things like play online blackjack and crowd favourite slots on – taking the total number to 294, which is still below what it was in 2017.
A look at the €1.56bn additional profit and the total value of the goods/services that the casino industry produces, minus the total consumed value, placed the gaming sector at the third position in the list of the private sectors that contributed highest to the economy of Malta. It stands just behind the retail, food, and accommodation industry at number one and professional services at number two.
Talking about this, the MGA also proposed that gaming also helps in the generation of added value through other ancillary and affiliate services to other main sectors like the real estate, distributive trades, catering services and hospitality, ICT activities, financial sector and professional services sector.
In 2019, the gaming industry provided up to 7,417 jobs, which is a 9.2% year-on-year increase. Out of the total number of jobs mentioned above, the online gaming industry had 6,593. Now, the MGA did not announce the total gaming revenue for the industry, but it went ahead to announce the revenues gained by different types of games.
The first set is made up of the ‘player versus house casino games,’ and this accounts for more than 56% of the total revenue, against the 55.4% of the previous year. In this category, the games that took the centre stage were slots, and they accounted for more than 74.4% of the revenue made by this category. The table games stood at a distant 21.5%.
The second category is made up of sports betting, and this raked in 36.3% of the total revenue, signalling a drop in the 39.0% that it generated the year before. The most prevalent game in this sector is the game of football, which brought in 76.4% of the total revenue, while the contribution by tennis stood at 7.7%, and basketball contributed 5.9%.
For the third category, we have ‘player versus player,’ games and this raked in 7.7% of the total revenue. Poker contributed 81.9% to this, and betting exchanges brought in 10.3%.
The body also has another category of games that it gives licenses for, and this type 4 license is given for controlled skill games. But because the revenue that came through this was very minimal in the scheme of things, it wasn’t added.
There was also a 12.7% growth in the number of active player profiles in online casinos operating with a license from Malta, with the number standing at 20.4m at the moment.
14 casinos were cancelled while the MGA was enforcing its regulations in 2019. This is an increase from the 8 that were cancelled in 2018 and 3 that received the same treatment in 2017. Also, the regulatory body sent 11 licensed casinos into suspension, the same number they did in 2018.
They placed great emphasis on ensuring that the increase in enforcement and compliance they are embarking on reflects its structure and governance. According to the chief executive of the MGA, Heathcliff Faruggia, they committed more money to compliance, to ensure that the risk-based approach to enforcement and regulation is implemented.
There was an increase in the total number of companies operating with licenses in Malta as well, going from 283 in 2018 to 294 in 2019. But this is still not up to what was the case in 2017 when they had 296 companies. There was also an increase in the total number of active licenses from 286 to 298.
They issued new licenses to 53 out of 89 applicants. This is below the 93 that were handed licenses in 2018, and the explanation given by MGA about this is that it was because of the alterations they made in their licensing system from August 2018. The new provision holds that there wouldn’t be any need for new licenses for operators who already possess the critical gaming supply or gaming service license when they want to start offering products that are captured by a different class of license.
The MGA also delved into ad hoc responsible gambling audits in 2019.
For Faruggia, through these audits, the firm has been able to ensure that the lawful safeguards that each license enforces are effective and that they keep relaying information to the authority on how best to protect the vulnerable in the sector.
In 2019, the regulator gained €81.7m, which is an 8.6% increase. Most of the funds were from levies and compliance contributions, and it had an 8.1% increase. Also, €8.1m was made in license fees, which is a 16.1% growth, while fees for license application brought in €477,605 revenue, which is a 16.6% growth. The other sources capped this up with €817,276, which is a 14.9% drop.
When it comes to expenses, the MGA spent €13.2m – with staff costs totalling €7.2m, while depreciation and amortization, plus general and administrative costs stood at €1.2m.
In order to be ready for the future, the MGA did a survey of the licenses in April 2020, to study the impact of the current health crisis on the gaming sector. From a poll conducted for 151 B2C operators, there would be a drop of 12% in gaming revenue in 2020, and this is because of the drop in sports betting revenue. The revenue is predicted to experience a 40% decline. Also, 64 B2Bs were surveyed, and they also pointed to an expected 20% decline in revenue.
According to Faruggia, there has been an increased emphasis on the need to protect vulnerable players, especially now that our daily lives and finances have been heavily disrupted, and many are in the dark about their financial future. But then, the industry is also experiencing huge pressure through operational costs, and they have to consider this in line with the new reality.
The body is making efforts to ensure that operators with licenses adhere to the guidelines, while those without licenses, who are out there to make illegal money and put the public in danger are stopped.
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Sportingtech Announces Partnership with Alea
Sportingtech, the multi-award-winning provider of iGaming solutions, has announced a new partnership with Alea, a leading casino aggregator known for its extensive game portfolio and innovative approach to content delivery. This integration brings over 15,000 games to Sportingtech’s platform, allowing operators to provide players with an exceptional variety of gaming options, from slots to live casino and table games, all optimised for seamless gameplay.
Alea’s vast library includes some of the industry’s most engaging titles, designed to offer operators a competitive edge with a unique blend of popular games and exclusive features. With zero technical maintenance required, Alea’s content provides a hassle-free expansion solution that empowers Sportingtech’s operators to elevate their casino offerings without additional operational burdens.
Robert Nevill, Senior Commercial Manager at Sportingtech, said: “Partnering with Alea marks an exciting enhancement to our platform, giving our operator partners access to one of the largest and most dynamic game libraries in the market. Alea’s commitment to providing high-quality content without technical hurdles perfectly aligns with Sportingtech’s mission to deliver versatile solutions for our clients. This partnership represents a significant step forward as we continue to expand our game variety and enrich the player experience across global markets.”
Alea’s extensive content library, combined with its reputation for quality and innovation, will allow Sportingtech operators to attract and retain players with a broad range of entertainment options. Alea’s integration ensures that Sportingtech’s platform remains at the forefront of the iGaming industry, supporting operators with an optimised, ready-to-launch library that requires no ongoing technical support. This focus on seamless integration enables Sportingtech’s clients to remain competitive by continually refreshing their game portfolios in response to evolving player demands.
Jordi Sendra, CEO of Alea, said: “We are delighted to partner with Sportingtech, whose comprehensive platform and expansive market reach make them an ideal partner for delivering our content to new audiences. Alea’s extensive game selection, combined with our commitment to operator flexibility and player engagement, will undoubtedly enhance the gaming experience for Sportingtech’s operators. We look forward to seeing this partnership drive growth and provide operators with a unique edge in the competitive iGaming market.”
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Mascots in B2B? Gamzix Proves It Works with Gary the Goose
Gary the Goose, the official mascot of Gamzix, has stepped beyond the digital realm and made a real-world appearance. Once a quirky, fictional character seen on LinkedIn, Gary transitioned into a fully realized mascot at SiGMA Europe in Malta. Although mascots are primarily linked to B2C marketing, Gamzix, a leading provider of full-cycle slot games, took an innovative step by introducing Gary into the B2B space. The outcome was the creation of a memorable and captivating character who has captured the hearts of many.
Why Choose a Mascot? The Importance of Gary the Goose in Gamzix’s Brand Strategy
In today’s competitive market, mascots are an important tool for creating a unique and relatable brand identity. Gamzix understands the value of these connections. Gary embodies the brand’s core values of creativity, approachability, and warmth, injecting a sense of personality into the typically formal B2B space. His playful character aligns perfectly with Gamzix’s brand, building stronger ties with casino partners and leaving a lasting impression in the iGaming industry.
Gary’s creation was a thoughtful and deliberate process, designed to reflect the essence of Gamzix. After considering several ideas, the team decided on a quirky, imperfect goose wearing pixelated black sunglasses—a symbol of his forward-thinking perspective and drive for a bright future.
Gary had already become a beloved presence at Gamzix, regularly appearing in LinkedIn posts and on branded merchandise at various events. Despite his popularity in the digital world, many people were eager to meet him in person. Responding to this demand, Gamzix decided to introduce Gary exclusively to its partners at SiGMA Europe in Malta.
Gary the Goose Makes His Live Debut at SiGMA Europe
At SiGMA Europe in Malta, Gary made his long-awaited debut as the central attraction at the Gamzix booth. He interacted with visitors, distributed Gamzix-branded Nike sneakers, posed for photos, and demonstrated the company’s commitment to creating engaging, memorable experiences.
Gary’s vibrant personality drew large crowds, boosting social media engagement and raising the brand’s profile. His presence also created new business opportunities and helped move discussions forward with both existing and potential partners.
The Influence of Mascots in Digital Marketing and Social Media
Mascots are a powerful tool for bringing a brand’s personality to life, especially in digital marketing. Gary’s image has been used in a variety of marketing campaigns, from game announcements to social media content. Whether dressed in a festival tailcoat with a glass of sparkling wine for good luck or appearing in other playful outfits, Gary enables Gamzix to connect with its audience in a fun and approachable manner. His endearing imperfections, such as his amusing potbelly, make him more relatable and human, fostering deeper engagement and expanding the brand’s social media reach.
A Long-Term Strategy for Building Brand Loyalty and Recognition
Mascots help enhance brand recognition both online and offline. Gamzix plans to continue using Gary the Goose to strengthen its brand identity and cultivate lasting relationships with its partners. His unique combination of playful charm and professionalism embodies the core of Gamzix, creating trust and loyalty through both digital campaigns and live events.
Olga Ashykhmina, Digital Marketing Lead at Gamzix, comments, “Research shows that mascots can increase brand recognition by up to 30%. With Gary, we’re changing the way B2B branding is approached, showing that creativity and a personal touch can turn professional partnerships into engaging and impactful experiences.”
Gary the Goose is more than just a mascot; he represents trust and recognition. His infectious personality and unique charm have made him a standout figure, with everyone wanting to interact with him. Through Gary, Gamzix continues to blend creativity and professionalism, creating meaningful connections that leave a lasting impact.
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OLYBET PARTNERS WITH WST
OlyBet is excited to announce an agreement with World Snooker Tour (WST), the home of the world’s best snooker players and tournaments, and part of the Matchroom Sport group.
OlyBet will now be the Official European Betting Partner of WST, as well as the Official Partner of one of the tour’s premium events in The Masters, held in January next year at London’s famed Alexandra Palace, OlyBet will collaborate with WST to showcase the best of professional competition, passionate snooker fans and its world-class players.
“Partnering with WST will bring the excitement, history, and personality of world-class snooker closer to OlyBet’s communities. OlyBet is known for grand activations, up close access and delivering memorable moments through sports. The WST captivates its traditional base and inspires a new generation of fans with the world’s best professionals and personalities. This will be an exciting partnership”, said Corey Plummer Chairman and CEO of OlyBet Group.
The partnership also sees one of WST’s most charismatic and skilful competitors, Jack Lisowski, become OlyBet’s brand ambassador, and will see the former Rookie Of The Year be the face of the partnership on OlyBet’s channels as well as feature in several content projects in conjunction with the tour.
WST’s Chief Commercial Officer Peter Wright said: “It’s exciting to team up for the first time with OlyBet, an inventive brand which has some fantastic partnerships in sports including football and golf. We look forward to collaborating with the OlyBet team and their new ambassador Jack Lisowski, known for his flamboyant style which will fit perfectly with their content strategy.”
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