Summary: Basher is an iGaming marketing agency for companies licensed by the Malta Gaming Authority (MGA): B2C operators that hold a Gaming Service licence and B2B suppliers that hold a Critical Gaming Supply licence. We plan SEO, paid media, affiliates, CRM and event activation around Malta's advertising law, the Gaming Commercial Communications Regulations (S.L. 583.09), which also binds the agencies and affiliates working for a licensee. Every rule on this page links to its official text, checked on 5 November 2026.
Who we work with in Malta
Most iGaming companies in Malta sell very little to Maltese players. They are operators with an MGA licence that market into several European and international markets, or suppliers (game studios, platforms, payment and compliance vendors) that sell to those operators. Basher works with both groups, and only with companies that hold an MGA licence or another licence from the market they target. Anyone can check an operator's status in the MGA Licensee Register, which searches by licensee name, authorisation status, URL or gaming service.
Basher was named Agency of the Year at the AffPapa iGaming Awards 2025 and received the SiGMA Euro-Med Best Marketing Solution Provider award in 2025, at the Malta edition of SiGMA. More on the team is in our about Basher guide.
MGA licences: what B2C and B2B mean
The Gaming Authorisations Regulations (S.L. 583.05), made under the Gaming Act (Cap. 583), set two licence categories in their First Schedule:
| Licence | What it covers | Typical Basher client |
|---|---|---|
| Gaming Service licence (B2C) | Offering a gaming service to players | Online casinos, sportsbooks, poker and bingo brands |
| Critical Gaming Supply licence (B2B) | Supplying a critical gaming supply to operators | Game studios, platform and back-office providers |
Both licences use the same four game types. Type 1 is games of chance played against the house with a random outcome (casino games, lotteries, virtual sports). Type 2 is games against the house decided by an external event, where the operator manages the odds (sports betting). Type 3 is player-versus-player games where the operator takes a commission (poker, bingo, betting exchanges). Type 4 is controlled skill games. A licence term is ten years, under regulation 6 of the same regulations. The MGA's applications page splits the same two categories into B2C and B2B application routes.
The marketing difference is large. A B2C licensee needs players and has to meet player-facing advertising rules in every market it enters. A B2B licensee needs operator decision-makers, so its plan looks like enterprise marketing: trade media, events, LinkedIn and search for terms such as "igaming companies malta" or "igaming consultancy".
Malta's advertising rules for iGaming (S.L. 583.09)
The Gaming Commercial Communications Regulations, S.L. 583.09 (Legal Notice 247 of 2018) are the rulebook for any marketing of a licensable game. These are the regulations we plan around:
| Regulation | What it requires |
|---|---|
| Reg. 3(b) | The rules apply to the licensee and to anyone providing a service on its behalf, which includes agencies and affiliates |
| Reg. 4 | No one may advertise a licensable game unless the game and the operator are duly authorised |
| Reg. 7 | No unsolicited commercial communications; opt-out requests honoured within three days |
| Reg. 8 | No marketing to self-excluded players, at the latest 24 hours after they self-exclude |
| Reg. 12 | Ads show the licensee's name and the authority that issued the licence, with its reference number |
| Reg. 13 | Social media posts by the licensee or by third parties working with it are fully covered |
| Reg. 14 | No gaming ads in public places or on public transport in Malta, with exceptions for gaming conferences, tourist locations such as airports and hotels, operator premises and newspapers |
| Regs. 17 to 19 | A responsible gaming message, the web address of a responsible gaming body and a minimum-age sign in every ad |
| Reg. 20 | Ads must not target, feature or appeal to minors or vulnerable persons |
| Regs. 29 and 30 | Bonus terms, including wagering and deposit requirements, shown clearly; in digital ads no more than one click away |
| Reg. 33 | The licensee is liable for breaches by third parties working for it |
Regulation 33 is the one that matters most for an agency relationship. If an affiliate or agency breaks the rules, the MGA can sanction the operator. That is why we run compliance checks on creatives, landing pages and affiliate copy before launch, and keep a record of who approved what.
What Basher does for Malta-licensed companies
- iGaming SEO across markets. One technical base (crawling, rendering, canonicals, hreflang) for every country version, with content written for each market's regulator and language. See our iGaming SEO services.
- Paid media. Google Ads and Meta campaigns only in markets where the licence allows advertising, with landing pages that carry the licence reference, age sign and responsible gaming link required by S.L. 583.09. See media buying.
- Affiliate programme management. Recruiting and auditing affiliates, because under regulation 33 their copy is the operator's risk. See affiliate marketing.
- Managed CRM. Lifecycle journeys with self-exclusion suppression inside the 24-hour window and opt-outs processed inside three days. See managed CRM.
- B2B marketing for suppliers. Positioning, trade press and event programmes for studios and platforms selling to operators. The full service list for Malta is on our Malta iGaming marketing agency page.
SiGMA and the Malta event calendar
Malta's event calendar is where B2B pipeline starts. SiGMA Euro-Med took place at the MFCC in Ta' Qali from 1 to 3 March 2026, and SiGMA Europe returns to Malta from 3 to 5 May 2027, also at the MFCC. Regulation 14 allows gaming advertising at conferences organised for the gaming sector, so event stands and printed material are permitted even though public-space gaming ads in Malta are not.
For suppliers we plan the event in three parts: positioning and meeting requests in the weeks before, the stand and side events on the days, and follow-up sequences after. Our guide to brand activation at iGaming conferences explains how we measure it.
How Basher fits with your compliance team
We do not give legal advice and we do not prepare MGA licence applications. Licensing is work for a Maltese law firm or a licensed corporate services provider. What we do is turn the rules above into briefs, checklists and approval steps your marketing team can follow, and flag anything that needs your compliance officer before it goes live.
For market background, such as the Maltese business clusters, talent and where Malta sits among Europe's regulated markets, read our Malta market guide.
FAQs
Do Malta's gaming advertising rules apply to marketing agencies?
Yes. Regulation 3(b) of S.L. 583.09 applies the rules to anyone providing a service on behalf of an authorised person, and regulation 33 makes the licensee responsible for breaches by third parties. Basher reviews creatives and affiliate copy against these regulations before launch.
What is the difference between an MGA B2C and B2B licence?
A Gaming Service licence (B2C) allows a company to offer gaming to players. A Critical Gaming Supply licence (B2B) allows a company to supply critical gaming services to operators. Both are defined in the First Schedule of S.L. 583.05 and both last ten years.
Can iGaming companies advertise on billboards in Malta?
Generally no. Regulation 14 of S.L. 583.09 bans gaming ads in public places and on public transport in Malta. The exceptions are places frequented mainly by tourists (not bars or restaurants), gaming conferences, operator premises and newspapers or magazines.
What must every MGA-licensed ad include?
The licensee's name, the issuing authority and the licence reference number (regulation 12), a responsible gaming message (17), the web address of a responsible gaming body (18) and a minimum-age sign (19). On small mobile screens the regulations allow alternatives, such as a link no more than two clicks away.
When is the next SiGMA Europe in Malta?
SiGMA Europe is listed for 3 to 5 May 2027 at the Malta Fairs and Convention Centre (MFCC) in Ta' Qali, according to SiGMA's official event page checked on 5 November 2026.
Does Basher help with MGA licence applications?
No. Basher works on marketing for companies that already hold a licence or are applying with legal support. For the application itself, work with a Maltese law firm or corporate services provider.
Talk to Basher
If you are an MGA-licensed operator entering new markets, or a B2B supplier preparing for SiGMA Europe 2027, send us a brief through the contact form and we will reply with a plan for your markets.