MGA Self-Assessment Tool: Smarter Safer Gaming in Malta

A nine-question quiz doesn’t sound like a big deal—until you realise it can be the difference between “I’m fine” and “I need to change something.” That’s why the Malta Gaming Authority’s new online Self-Assessment Tool matters. It’s anonymous, free, available in English and Maltese, and built to help people step back and assess their gambling habits before things spiral.

In our series on kif l-intelliġenza artifiċjali qed tittrasforma l-iGaming u l-logħob online f’Malta, this launch is a useful signal: Malta’s direction of travel is clear. Responsible gaming is becoming more data-informed, more accessible, and more actionable—and that’s exactly the environment where AI-driven player protection can thrive.

The point isn’t that this tool is “AI.” The point is that it reflects the same mindset AI enables in modern iGaming: spot patterns early, personalise support, and reduce harm without friction.

What the MGA launched (and why it’s a big deal)

The MGA launched an online Self-Assessment Tool designed to help individuals reflect on their gambling behaviour in a structured, evidence-based way. It’s rooted in the Problem Gambling Severity Index (PGSI) and consists of nine straightforward questions.

Here’s what stands out:

• It’s anonymous and free: No account. No awkward phone call. No “proof” required.
• It’s bilingual (English and Maltese): Accessibility isn’t an afterthought.
• It’s connected to real-world support: Results can direct users to local organisations like Sedqa, Caritas Malta, OASI Foundation, and the Responsible Gaming Foundation.
• It doesn’t stop at a score: It also points people towards practical safer gambling tools, like setting limits and using global bet-blocking tools.

This matters because most harm-reduction initiatives fail at the first hurdle: people don’t engage. They ignore warnings, they minimise, they avoid labels. A short, private, structured self-check removes a lot of that resistance.

A responsible gaming tool only works when someone actually uses it. Lowering friction is half the battle.

The hidden link to AI: behavioural analysis without the buzzwords

The MGA’s tool is based on a recognised screening model, not machine learning. Still, it maps neatly onto how AI in iGaming is already being used for player protection.

From PGSI to AI models: same goal, different engine

The PGSI approach is essentially a validated way of measuring risk through behavioural indicators. AI-driven responsible gaming systems aim for the same outcome—risk detection—but with more inputs and faster feedback loops.

In a typical operator environment, AI-assisted player protection can include:

• Behavioural pattern detection (frequency, intensity, chasing losses)
• Anomaly detection (sudden changes in spend or session length)
• Risk scoring based on combined signals (time, spend, payment behaviour, failed deposits)
• Personalised interventions (nudges, limit suggestions, cool-off prompts)

The MGA tool fits into that same ecosystem as a player-facing checkpoint—a moment where the player actively participates instead of being passively monitored.

Automation is the point: support that scales

Malta is home to a global iGaming sector. Scale is a constant reality: thousands of players, multiple markets, 24/7 activity. Human-only support doesn’t scale well. Automated tools do.

Self-assessment tools and AI-driven monitoring share the same advantage:

• They’re always available
• They create consistent experiences
• They help triage risk (who needs attention now vs later)

And they can do this while respecting privacy, especially when designed as anonymous self-reflection rather than forced identification.

Why Malta’s approach works: regulation + local collaboration

The strongest line in the MGA announcement isn’t about the questionnaire. It’s about who built it.

The tool was developed in collaboration with local organisations that actually deal with harm and recovery: Sedqa, Caritas Malta, OASI Foundation, and the Responsible Gaming Foundation.

Trust is a product feature

If a player gets a worrying result, the next step matters. Sending them to a generic info page is a missed opportunity. Directing them to trusted local support networks is a real bridge from digital to human help.

In practice, this collaboration does three things:

1. Improves credibility: Players are more likely to take the result seriously.
2. Improves outcomes: Clear pathways reduce dropout between “awareness” and “action.”
3. Improves alignment: Operators, regulators, and support bodies pull in the same direction.

A people-first model that operators can learn from

I’ve found that most responsible gaming programmes fail when they’re built like compliance checklists. They succeed when they’re built like user experiences.

This MGA tool is user-first:

• short enough to complete
• clear enough to understand
• connected to practical actions

For operators in Malta, the message is simple: player protection can’t be a PDF. It has to be a flow.

Practical takeaways for iGaming companies using AI in Malta

If you’re running product, compliance, CRM, or retention in iGaming, this is where the announcement becomes useful. The tool gives a model you can translate into your own responsible gaming stack—especially if you’re using AI for marketing automation and player communications.

1) Build “self-check” moments into the player journey

Don’t wait for a crisis. Create moments where players can reflect before risk becomes harm.

Examples that work in real products:

• a gentle prompt after a late-night session streak
• a monthly “check-in” banner in the responsible gaming area
• a short self-assessment triggered by a significant behaviour change

The win: players feel supported, not policed.

2) Use AI to personalise safer gambling messages (without being creepy)

Personalisation in responsible gaming isn’t about knowing someone’s private life. It’s about relevance.

What “good” looks like:

• Suggest limits based on their typical sessions (not a generic €20)
• Time reminders that match their play pattern
• Use language that’s supportive and neutral (avoid shame triggers)

What “bad” looks like:

• Overly specific messaging that feels like surveillance
• Punitive tone
• Intervening too aggressively too early

A simple rule: if the message would feel weird if a human said it, it’ll feel worse from a system.

3) Treat responsible gaming as part of retention—because it is

A stance I’ll defend: long-term retention and responsible gaming are the same goal.

Players who feel in control:

• churn less aggressively
• complain less
• trust the brand more
• are less likely to become high-risk cases that require heavy intervention

If your AI roadmap includes segmentation, churn prediction, or LTV modelling, you should also include harm minimisation signals. Not as a marketing trick—because a healthy player base is a sustainable business.

4) Make escalation paths obvious and local

The MGA tool directs users to local support if results indicate risk. That’s smart.

Operators can mirror this by:

• making self-exclusion and cool-off options easy to find
• adding clear “talk to someone” support paths
• training customer support teams to handle disclosures correctly

Even in a highly automated environment, escalation needs a human lane.

People also ask: quick answers that matter

Is the MGA Self-Assessment Tool anonymous?

Yes. The tool is designed to be completely anonymous, which increases the chance that people will actually use it honestly.

How many questions are in the MGA self-assessment?

It uses nine questions, based on the Problem Gambling Severity Index (PGSI) approach.

Does a self-assessment replace professional support?

No. It’s a structured first step. If the results indicate risk, the tool guides users toward professional organisations for help.

What does this have to do with AI in iGaming?

It reflects the same core idea behind AI-driven responsible gaming: detect risk earlier, provide personalised support, and make help easier to access.

Where this is heading in 2026: responsible gaming becomes “always-on”

The direction Malta is taking is clear: responsible gaming is shifting from static policies to active systems—tools that monitor, prompt, guide, and support.

Over the next year, I expect three things to become more normal across Malta’s iGaming ecosystem:

1. More self-service safety tools embedded into apps and player hubs
2. AI-assisted risk detection that’s transparent, explainable, and auditable
3. Smarter communication—less spammy automation, more supportive messaging

The MGA Self-Assessment Tool fits neatly into that future. It’s simple by design, but it points toward a bigger model: player protection that works at scale without losing the human element.

If you’re an iGaming operator, supplier, or team building AI-powered customer journeys in Malta, this is a good moment to audit your own flow: are you helping players stay in control—or just hoping they do?