Writing casino reviews, answering players’ questions and checking customer documents are among the tasks AI could replace in Malta’s gaming industry, research shows.
The analysis carried out by Maltese AI and automation company Aigentcy, rates 14 of 15 selected roles within the gaming industry as highly exposed to AI takeover.
Simon Bonello, director of Aigentcy, says reports of layoffs affecting gaming content writers prompted the research. He argues that an industry can grow without needing more people doing the same work, leaving some employees facing a harder transition than rising revenues might suggest.
Aigentcy’s assessment rates casino content writers with the highest risk at 67 out of 100, followed by support agents at 65, and SEO specialists and KYC analysts at 64. Live casino dealers score considerably lower, at 28.
The company’s head of AI and automation, Prasad Subrahmanya, says customer service will still require people who can handle situations where technology cannot make the right judgement.
“The human connection is still needed,” he told MaltaToday, explaining that businesses cannot rely entirely on a bot to deal with customers.
What changes within a job
Bonello says AI could produce writing with good syntax without the content necessarily making sense, leaving a person responsible for checking it. Subrahmanya similarly argues that businesses still need people to decide what customers want and which products are worth building.
For KYC analysts, whose work involves customer verification, Aigentcy lists tasks including checking identity documents, screening sanctions lists and assessing source-of-funds evidence. It suggests AI could help draft case notes and requests for documents, while analysts continue making decisions about risk and escalation.
The 15 gaming roles average 57.9%, compared with the national average of 38.8% in Aigentcy’s wider workforce analysis. However, the company gives each selected role equal weight because it lacks employee counts for each one, so the gaming average does not establish exposure across the sector’s workforce.
How businesses are using it
Asked how many businesses were introducing AI, Bonello does not provide a figure but says all businesses have adopted it in some form or other. Most often AI has been adopted through everyday uses of ChatGPT such as drafting emails or working with spreadsheets.
He says some companies approached Aigentcy to plan how to use AI, while others sought help after attempts had failed. In some cases, the company advised that automation would not be financially worthwhile.
The Malta Gaming Authority’s 2025 annual report describes a machine-learning model for reviewing operators’ Industry Performance Returns and an AI tool that flags information for criminal probity screening. Staff review the findings, keeping human oversight central.
The State of AI in Gaming 2026, a study by UNLV’s International Gaming Institute and KPMG, which surveyed 83 gambling companies found that 81 respondents answering its technology-use question, 81.5% used generative AI.
One in four workers highly exposed to AI
Aigentcy’s wider analysis places 77,600 workers, or 24.2% of the 320,500 covered, in seven occupation groups scoring at least 50. Customer service clerks lead at 65.8, followed by general and keyboard clerks at 62.6 and ICT professionals at 59.2.
The analysis uses American job-task descriptions assessed by an AI model and combined with outside research, then matched to Malta’s 2025 employment figures for people aged 15–64.
Aigentcy estimated AI’s potential to help with tasks in American job descriptions, drawing on an AI model and other studies. It mapped those jobs to Malta’s occupation groups and used local employment figures to count workers in higher-scoring groups, assuming comparable jobs involve similar work in both countries.
Business and administration associate professionals score 58.8, professionals 58.3, ICT technicians 57.4, and numerical and material recording clerks 50.7. The two business groups employ 37,700, nearly half the workers across the seven top-scoring groups.
Other professionals scored lower: science and engineering scored 49.8; legal, social and cultural professions scored 46.1; teaching scored 42.6; and health scored 38.
Excluding the introduction of physical robots, the figures indicate potential AI exposure, not predicted job losses.
Preparing younger workers
Bonello says the research grew out of Aigentcy’s commercial work helping businesses introduce AI, providing publicity while making information available to workers.
He argues that employers must continue investing in junior staff even as AI changes tasks traditionally assigned to beginners, because businesses will need experienced employees in future.
Subrahmanya and Bonello argue that education should adapt to ensure graduates enter the workforce with relevant skills and that young people should learn how AI works and how it might affect their careers.