From September 1–3, 2025, we were in Malta for SiGMA Euro-Med 2025, right at the heart of the global iGaming and online gambling community. With 12,000+ delegates, 400 sponsors and exhibitors, and 400 expert speakers, the event was a whirlwind of insights, innovation, and networking.
We attended panels, celebrated achievements at the Gaming Awards, supported charity auctions, and followed startup pitch competitions. Influential voices like Robert Abela, Prime Minister of Malta, Charles Mizzi, CEO of the Malta Gaming Authority, and Uri Poliavich, CEO of Soft2Bet, shared their vision for the future of iGaming. Networking came alive through sporting tournaments, dinners, and chill-out zones — the perfect setting to build meaningful connections.
Our team — Miruna Alexandru, Elena Puica, and Alexandra Davidescu — met industry leaders, shared insights, and explored how M247 Global can power platforms, secure operations, and help gaming businesses grow.
On the SiGMA and AIBC stages, the spotlight was on the hottest topics shaping the future — AI, compliance, Web3, data privacy, cybersecurity, payments, ROI, gamification, mental health in iGaming, and esports growth. Visionary voices, including Malta’s Minister for the Economy, Enterprise and Strategic Projects Silvio Schembri, alongside fintech pioneers and global innovators, helped shape the conversation on the industry’s next frontier. All these discussions
opened the door to a deeper look at the key challenges and opportunities that are set to define what comes next:
iGaming’s cloud reality check
After more than a decade of relying on hyperscalers, operators are starting to question if the public cloud is really worth it. Rising costs, hidden fees that blow up budgets, uncertainty over where sensitive player data is stored, and mounting regulatory pressure across multiple jurisdictions are pushing many to rethink their strategy. Add in the constant threat of cyberattacks—ransomware and DDoS are almost business as usual—and the message is clear: in iGaming, control is the new currency. We heard it loud and clear: for operators wanting more control, private setups, hybrid models, and colocation are quickly climbing the agenda.
AI in iGaming: balancing innovation, regulation, and the fine line between personalization and manipulation
Speakers stressed that AI is not a savior or a villain by default—it’s a powerful tool that can boost personalization, reduce harm, and drive the industry forward, but also one that risks fueling manipulation and addiction if left unchecked. With laws like the EU AI Act, Data Act, and GDPR already struggling to keep up, the big challenge ahead is finding the fine line between innovation and overregulation. Panelists also warned that strict EU regulation could push operators to more innovation-friendly markets, like the US. As one panelist put it, the real test will be whether operators, regulators, and platforms can work together to make sure personalization feels empowering, not entrapping. In his keynote, Gavril Flores, Chief Strategy, Policy and Governance at the Malta Digital Innovation Authority, emphasized that with corporate investment in AI hitting $252 billion in 2024 and more than 69 countries rolling out AI strategies, rigorous bias testing and strong oversight before deployment have never been more crucial.
Affiliate marketing is evolving from volume to precision
At SiGMA Euro-Med 2025, another hot topic was whether affiliate marketing has reached its peak in iGaming. One panel explored how operators are shifting from broad, volume-driven approaches to more precise, quality-focused strategies. With consumer behaviour leaning toward mobile & short-form video, success now relies on careful partner selection, creative campaigns, fraud control, and localised testing. Modern player acquisition blends search, social, influencer partnerships, and media buying, with the key being disciplined testing and scaling what truly converts. The big takeaway: „Affiliate marketing is not dead—it’s transforming.” The teams that win are the ones who diversify channels to match local behaviour, choose trustworthy partners, use AI to boost insights while keeping humans in charge of strategy and compliance, and focus on measurable, transparent results.
Inside the future of play. AI, neurogaming, the metaverse, and immersive experiences
Our team found the keynote by Dr. Jane Thomason, Emeritus Chair of the World Metaverse Council, on the future of gaming particularly insightful. She painted a picture of an industry rapidly converging with AI, digital economies, crypto, blockchain, immersive technologies, and iGaming, suggesting that these currently separate fields will soon merge into a unified digital infrastructure. Thomason also explored innovations like brain-computer interfaces, where players could control games with their thoughts, opening doors to neurogaming and entirely new ways to interact. Thomason highlighted that the growth of gaming and immersive technologies
will create new opportunities across both creative and analytical roles, opening paths for artists, psychologists, data analysts, and writers. Beyond the excitement, she highlighted serious challenges: AI safety, ethics, regulation, economic impacts, and a growing skills shortage. Her overarching message was clear—gaming isn’t just entertainment; it’s poised to become a central ”engine for digital economies”, blending immersive tech, AI, and creativity in ways we’re only beginning to understand.
iGaming leadership that works: safeguarding mental health in high-pressure roles
Leadership pressures can take a serious toll on mental health, and at SiGMA Euro-Med 2025, the conversation made it clear that workplace wellbeing is central to sustainable leadership. With global teams, 24/7 operations, and blurred work-life boundaries, iGaming leaders face unique pressures that go beyond hitting targets. One panel highlighted that personal responsibility alone isn’t enough—companies need to actively support well-being, foster human connection in remote and hybrid setups, and trust teams to make decisions so leaders can properly “switch off.” What we walked away with? Effective leadership is about empathy, building resilience, and creating a culture that actually protects people from burnout.
Tackling match-fixing: education, collaboration, and integrity in sports betting
Another key panel tackled the „global fight against manipulation and harm in sports”, highlighting the ongoing threats of corruption, unregulated betting, and match-fixing. Education emerged as a cornerstone, with federations urged to give regulatory and ethical training the same weight as technical preparation—prevention, after all, starts with awareness. Betting operators play a crucial role too, pooling transactional data through global monitoring platforms to spot suspicious patterns and share insights with regulators, helping sanction wrongdoers and protect integrity. The discussion also stressed the challenges of unregulated markets and cross-border enforcement, where fixers and illegal operators operate across jurisdictions. The takeaway? Fighting manipulation requires international cooperation, proactive education, and close collaboration between operators, regulators, and sports bodies to stay ahead of increasingly sophisticated threats.
M247 Global, Your iGaming Partner
M247 Global provides the high-performance infrastructure that powers seamless gaming experiences worldwide — from data centers and cloud solutions to enterprise-grade security and AI-ready environments. With 55+ Points of Presence, low latency, and reliable uptime, we help iGaming businesses scale, optimize, and stay ahead. We were thrilled to connect with industry leaders and innovators at SiGMA Euro-Med 2025, sharing how the right technology can transform player experiences and drive growth. Stay tuned as we bring more insights, news and updates from the world of high-performance gaming infrastructure!