Summary: Basher runs iGaming marketing for companies licensed by the Malta Gaming Authority: multi-market SEO, paid media, affiliate management, iGaming CRM and B2B marketing for suppliers. Each service is built to meet Malta's Gaming Commercial Communications Regulations (S.L. 583.09) and the advertising rules of each market the licensee targets. Rules cited here were checked against legislation.mt on 5 November 2026.
How a Malta iGaming marketing plan is different
A Malta-licensed operator rarely has one home market. A typical MGA B2C licensee runs several country sites, each with its own language, regulator and advertising rules, and Malta's own law on top of them. S.L. 583.09 applies to the licensee and, under regulation 3(b), to every agency and affiliate working for it. Regulation 33 then makes the licensee answerable for what those third parties publish.
So the plan has two layers. The first is shared: brand, tracking, CRM, affiliate rules and the Malta compliance checklist. The second is local: keywords, creatives, channels and bonus copy for each market. We build the shared layer once and adapt the local layer per country, instead of translating a single campaign.
For background on Malta's licences, regulator and events, start at our Malta overview.
Services for MGA-licensed operators (B2C)
Multi-market iGaming SEO
Technical SEO for a group of country sites: crawl budget, rendering, canonical tags and hreflang so Google shows the right country version. Content is written per market, not translated, and bonus pages state wagering and deposit requirements clearly, as regulation 29 of S.L. 583.09 asks. Details on our iGaming SEO services and casino SEO pages.
Paid media
Google Ads, Meta and programmatic only where the operator's licence allows gambling advertising in that country. In digital ads with little space, regulation 30 requires the full offer terms to be no more than one click away, so every landing page carries them along with the licence reference (regulation 12), the minimum-age sign (19) and a responsible gaming link (18). See media buying.
Affiliate programme management
Recruiting partners, negotiating CPA, revenue share or hybrid deals, and auditing affiliate copy. Under regulation 33 an affiliate's mistake becomes the operator's problem, so audits are part of the service, not an extra. See affiliate marketing.
iGaming CRM for Malta-licensed brands
CRM is where Malta's rules are most specific, and where retention money is made. Our managed CRM service builds the journeys (welcome, first deposit, reactivation, VIP) and the controls the regulations require:
| Rule in S.L. 583.09 | What the CRM has to do |
|---|---|
| Reg. 7(1) | Send only solicited communications: consent captured and stored per channel |
| Reg. 7(2) | Process opt-out requests as soon as practicable and within three days |
| Reg. 8 | Stop marketing to self-excluded players, at the latest 24 hours after self-exclusion |
| Reg. 9 | Never use player data or segmentation to push people who fit a problem-gambling profile to play |
| Reg. 10 | No attempt to keep a player playing once they show they want to stop |
In practice that means suppression lists synced from the platform at least daily, segment rules reviewed by the compliance team, and bonus messages that link to full terms. The same CRM can then run each market's own rules, such as GAMSTOP in Great Britain or national self-exclusion registers elsewhere.
Services for B2B suppliers
Malta has a dense supplier market: game studios, platforms, payment and KYC vendors, all selling to the same operators. For holders of a Critical Gaming Supply licence, as defined in S.L. 583.05, marketing looks more like enterprise sales than player acquisition:
- Positioning and content. Product pages, comparison content and case studies written for heads of acquisition, product and compliance at operators.
- B2B SEO. Search terms used by buyers, such as "igaming companies malta", "igaming consultancy" or a category name plus "provider".
- Trade press and PR. Articles and interviews in iGaming trade media, planned around product launches and events. See PR and communications.
- Events. Meeting programmes and stand activation for Malta's SiGMA events. SiGMA Europe returns to the MFCC in Ta' Qali from 3 to 5 May 2027. Regulation 14 of S.L. 583.09 allows gaming advertising at conferences organised for the gaming sector.
How we work with your compliance team
Before launch we share a compliance brief for each market and channel, with the Malta regulations above and the local rules side by side. Your compliance officer signs off creatives and landing pages; we keep the approval log. Basher does not give legal advice or prepare licence applications, and we will tell you when a question needs your lawyers.
Pricing models
We work on a monthly retainer (usual for SEO, content and CRM), on performance pricing tied to results such as CPA or revenue share, or on a hybrid of both. Basher typically works with operators spending USD 25K a month or more on paid media, and supports smaller brands at launch when there is a clear plan to scale. Ranges by service are in our iGaming marketing agency cost guide.
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.
FAQs
What does an iGaming marketing agency do for an MGA licensee?
It plans and runs player acquisition and retention (SEO, paid media, affiliates and CRM) across the markets the licence covers, inside Malta's S.L. 583.09 and each market's own rules. For B2B licensees it runs positioning, trade press, search and events aimed at operators.
What does iGaming CRM need to do under Malta's rules?
It must only send solicited messages, honour opt-outs within three days, stop marketing to self-excluded players within 24 hours, and never use player data to push people with a problem-gambling profile to play. These come from regulations 7 to 10 of S.L. 583.09.
Is the operator responsible for what its affiliates publish?
Yes. Regulation 33 of S.L. 583.09 holds the authorised person responsible for breaches by third parties, unless it shows it took sufficient precautions and acted at once to fix the breach. That is why Basher audits affiliate content.
Do you work with B2B suppliers as well as operators?
Yes. We work with holders of a Critical Gaming Supply licence, such as game studios and platform providers, on positioning, B2B SEO, trade press and event programmes.
How much do iGaming marketing services cost?
It depends on markets, channels and the pricing model: retainer, performance-based or hybrid. Our cost guide lists directional 2026 ranges, and we quote after a short brief.
Get a plan for your markets
Tell us which licence you hold, which markets you target and what you sell. Send your brief through the contact form and we will reply with a proposal.