Kevin O’Neill: How Malta’s iGaming leaders are turning regulation into reputation

Within the fast-paced, high-stakes world of online gaming, compliance has traditionally been seen as the brakes, not the engine. But in Malta, the epicentre of European iGaming, a profound shift is underway. Sarah Muscat Azzopardi discovers how forward-thinking operators are transforming compliance from a defensive necessity into a potent offensive strategy.

For years, the word compliance landed with a thud in the boardrooms of companies within the iGaming industry. It was seen as a cost centre, a regulatory hurdle and an operational drag. But, more recently, change is afoot.

Bolstered by a robust regulatory environment, industry leaders are discovering that a proactive and deeply embedded approach to compliance, particularly in responsible gambling, is no longer just about ticking boxes. It’s about building the most valuable currencies in the digital age: trust, brand loyalty and long-term, sustainable growth.

The evolution from compliance as a chore to a strategic differentiator has been gradual but decisive. Kevin O’Neill, General Manager of the Responsible Gaming Foundation, has witnessed this change first-hand. “I recall attending conferences and expos that were almost entirely focused on the commercial and business aspects of gaming, acquisition strategies, market expansion, and profitability,” he notes. “Today, however, it has become almost expected to see a parallel stream or dedicated side-conference focusing solely on responsible gambling.”

This shift, Mr O’Neill argues, signifies a crucial recognition within the industry. “Players are not merely owed fair games; they also deserve the opportunity to enjoy themselves in a safe and secure environment.” In a crowded market, this commitment becomes a powerful selling point. “In a scenario where players have numerous options, an operator’s commitment to player protection and ethical conduct can serve as a unique value proposition,” he adds.

Despite this evolution, a persistent misconception remains: that robust compliance, particularly in responsible gambling, undermines profitability. Mr O’Neill tackles this head-on. “Quite emphatically, get your head out of the sand!” he urges. “Responsible gambling truly comes at a cost. But which one will it be? When operators see responsible gambling as a cost, they’re missing the heart of what this industry should strive for: trust, integrity and care.”

Indeed, the cost of neglecting compliance – reputational damage, loss of player trust and regulatory penalties – far outweighs the investment in doing it right. Evidence increasingly shows that a player-centric model yields significant commercial advantages. Mr O’Neill points out that developing sustainable player bases results in more stable and predictable revenue streams. The goal is to cultivate high-value players who engage safely within their means, fostering loyalty that pays dividends over time.

Ultimately, for compliance to become a true strategic asset, it must be more than a department; it must be part of the organisation’s cultural fabric. Mr O’Neill stresses that success lies in “cultivating an ethical culture that permeates every level of the organisation, from the boardroom to the frontline”. He clarifies that this means responsible gaming principles are not treated as a mere PR exercise, but as a core value that drives decision-making across product development, marketing and customer interactions.

It would certainly appear that within the dynamic and fiercely competitive arena of Malta’s iGaming industry, the rules of the game are changing. The operators who thrive will be those who see compliance not as a shield, but as a sword. By strategically embracing regulation, they are building resilient businesses, fostering deep and meaningful relationships with their players, and proving that long-term success is built on a foundation of integrity.

This interview first appeared in the iGaming Capital 2026 edition. For more information on the iGaming Capital 2026 edition or on www.iGamingCapital.mt, get in touch via email on info@contenthouse.mt or on +356 2132 0713. Additionally, readers can visit the iGaming Capital portal at www.iGamingCapital.mt to stay updated on the latest developments in Malta’s iGaming industry.