Q&A with Glenn Debattista, BetStarters: Malta - to Infinity and Beyond

Malta has established itself as a powerhouse within the iGaming industry, evolving from a budding hub to one of Europe’s most influential centres for innovation and growth. With its advanced regulatory framework, prime location, and supportive business environment, Malta consistently attracts businesses seeking a strategic foothold in Europe. Key advancements in technology, compliance, and operational standards have propelled Malta into a leading example of regulatory excellence and pioneering innovation.

Gali's Guide had the privilege of speaking with one of Malta’s iGaming veterans, whose nearly 20 years of experience spans operators (sportsbook), affiliates, marketing agencies, and platform providers. Glenn Debattista, who has held roles from Trading Manager to Head of Product, and COO for the past three years, brings a wealth of expertise and unique perspectives from the heart of the industry.

Today, as COO of BetStarters , a technology and service provider for the iGaming industry, offering solutions like white-label and turnkey platforms for online casinos and sportsbooks, Glenn and his team are focused on delivering customisable solutions, integrations, and operational support for operators in emerging markets to help them launch and manage their gaming businesses.

The following discussion tracks Malta's transformational journey to become a key player in the industry, highlighting how its ecosystem of collaboration and compliance sets it apart. With major industry events like SiGMA World Europe in Malta just around the corner, Glenn shares strategies for making the most of networking and building strategic partnerships. He also offers insights into how operators can stand out, tap into emerging markets, navigate regulatory shifts, and nurture a sustainable talent pool within the island's competitive market.

Gali: With a front-row seat to Malta's gambling industry from the beginning, how would you characterise its evolution, and what key milestones do you think have shaped it?

Glenn: This is a fast-paced industry and the changes I’ve seen over the past 20 years have been quite big, particularly from a technological point of view. I still remember back in the day when in the trading departments of our sportsbooks, we would need to manually enter almost everything. Now most processes are automated, dramatically improving efficiency, accuracy, and scalability.

But it’s not just technology that has propelled the industry forward. The regulatory environment has undergone a significant shift. We’ve moved from what was essentially minimal oversight to a complex, localised framework emphasising responsible gambling (RG), anti-money laundering (AML), and data protection.

Today, regulation has brought an even greater focus on cybersecurity, social responsibility, and adapting to new technologies. On top of that, we’re seeing localised licensing expanding in emerging markets like the U.S., Africa, and Latin America to meet the needs of these diverse regions.

Gali: Malta is seen as a prominent iGaming hub in Europe. What unique opportunities do you believe it offers operators, and how does the island’s influence extend beyond its borders in today’s market?

Glenn: Malta has become a prominent iGaming hub in Europe due to its advanced regulatory framework, strategic location, and business-friendly environment. The Malta Gaming Authority (MGA) was one of the first to establish a comprehensive licensing regime that has attracted operators globally by ensuring credibility, robust compliance, and security standards. Malta’s tax advantages, a skilled multilingual workforce, and proximity to European markets make it an attractive base for operators.

Beyond its borders, Malta’s influence is substantial. Its regulatory standards are often seen as a benchmark, which gives Malta-licensed operators credibility in other jurisdictions.

Malta's reputation for maintaining a balance between innovation and regulation gives Malta-licensed operators a distinct competitive edge when entering new markets. In this regard, Malta is not just a gateway to Europe - it’s a global springboard for ambitious operators looking to expand their footprint and capitalise on emerging opportunities worldwide.

Gali: With talent frequently moving between businesses on the island, how does this abundance of options shape employee retention, and what’s key for cultivating lasting loyalty in such a competitive market?

Glenn: Employee retention has always been one of the most significant challenges in this industry, particularly in Malta, where the high demand for skilled professionals has created a highly competitive talent market. The constant movement of people between companies has driven up salaries across the board to support the efforts of attracting and retaining top talent. However, salary alone is no longer enough to secure long-term loyalty.

To counteract the talent churn, companies are focusing on cultivating the best working environment and conditions that offer more than just financial incentives for their employees. The emphasis on work-life balance has become a key focus, and this has much improved, with businesses recognising that flexible working conditions, opportunities for personal growth, and a strong, positive company culture are essential for keeping employees engaged and loyal.

It's encouraging to see greater emphasis being placed on a sense of purpose, belonging, and well-being. Employees want to feel that their work is meaningful, that their contributions are valued, and that their personal and professional development is fully supported. Businesses that invest in their people holistically are the ones that will ultimately succeed in securing lasting loyalty.

Gali: Malta’s iGaming ecosystem is complex and interdependent. How would you describe the dynamics and collaboration between operators, affiliates, service providers, and platform providers here?

Glenn: Operators, affiliates, service providers, and platform providers collaborate closely to create a robust, innovative environment in Malta’s iGaming ecosystem.?

Operators drive market growth and rely heavily on support from platform providers, affiliates, and service partners.

Providers deliver a wide range of offerings, including white-label and turnkey solutions that enable operators to quickly enter the market. They manage the technology backbone, game integration, payment processing, and compliance aspects, allowing operators to focus on player engagement and market expansion.

Affiliates drive traffic to operators’ websites through marketing campaigns. They often rely on platform providers to track performance and ensure secure transactions.

Service Providers support the regulatory and operational aspects. They provide expertise in AML, KYC, GDPR, and technical security, allowing operators and affiliates to focus on strategic growth while remaining compliant with Malta’s stringent iGaming standards.

Gali: The MGA licence has been a benchmark for [dot]com licensing. How has it developed over the years, and what should operators know about balancing compliance costs with the benefits of advancing a safer, more responsible industry?

Glenn: The MGA licence sets high standards for transparency, RG, and compliance with financial and AML measures. This strong regulatory foundation attracts operators looking for a reliable and respected licensing jurisdiction, and Malta has become a European hub for the iGaming industry due to this commitment.

Gali: SiGMA Europe in Malta attracts industry heavyweights from around the world. What strategies would you recommend to make the most of this event and drive meaningful outcomes?

Glenn: The most important strategy for SiGMA Europe, and any other iGaming conference, is that of networking and meetings. You need to do your homework before going to the conference to research the relevant companies and people who are attending and set up meetings with them.?

People’s calendars get booked pretty fast, so you need to set these up weeks before in order to make the best out of it. Approach your outreach with a clear purpose and tailored messaging that highlights mutual interests or potential collaborations.

Additionally, don’t underestimate the value of informal networking opportunities that arise during the event. Engage in conversations in communal spaces, attend panel discussions, and participate in social events. These interactions can often lead to unexpected partnerships or insights that you might not find in more formal settings.

Ultimately, by prioritising genuine connections and being proactive in your approach, you can transform events such as SiGMA Europe in Malta into catalysts for meaningful outcomes in your business.

Gali: From your extensive experience, what do you consider the cornerstones of operational excellence for operators looking to stay at the forefront of the industry?

Glenn: I believe that the key cornerstones for operators to achieve and sustain operational excellence in iGaming are (amongst others):

• A customer-centric approach
• Data-driven decision making
• Streamlined processes
• Scalable technology
• Compliance and regulatory adherence

Gali: In an industry as competitive as ours, standing out is everything. What marketing approaches or brand strategies do you think resonate most effectively with today’s players?

Glenn: There are various marketing approaches or brand strategies to use. The main ones would be:

• Gamification
• Content-driven tutorials and strategy guides
• Mobile optimisation
• Having a social proof where players are attracted to brands with visible community engagement

Gali: With a strong presence on LinkedIn and as a founder of networking communities, you’ve seen firsthand how meaningful relationships can drive industry success.?

How do you approach building connections that lead to impactful collaborations, and how can operators leverage these partnerships to enhance their offerings and maintain a competitive edge?

Glenn: I think this goes hand-in-hand with proactively networking and being involved directly in the industry, at least from a personal point of view.

With regards to operators, they need to identify strategic alignment to find the right partners who complement their business and also foster innovation with these partners for new games, payment methods, and player engagement tools.

Ultimately, these strategic partnerships enable operators to enhance their offerings, elevate the gaming experience, and maintain a competitive edge by staying ahead of market trends. This collaborative approach ensures that brands remain relevant and resonate with today’s players.

Gali: Lastly, the industry is constantly evolving at warp speed. What emerging trends or shifts should operators prioritise now to stay resilient and ahead of future market changes?

Glenn: Definitely targeting emerging markets, such as Africa and LATAM, which offer significant growth potential. Keeping an eye on the local regulations, payment preferences, and localised content will help to succeed in such untapped markets.

Additionally, investing in new technology is important for providing clients with an interactive and immersive experience. By embracing innovative solutions, operators can differentiate themselves from competitors and remain agile and adaptable. This approach will enhance player engagement and ensure that operators are well-equipped to respond to future market conditions.

This conversation with Glenn Debattista of BetStarters underscores the critical importance of meaningful relationships and strategic partnerships, not only within Malta’s iGaming ecosystem but across the industry as a whole. It highlights how collective expertise and collaboration can fuel growth, unlock new markets, and sustain an environment rich with opportunities that benefit all stakeholders involved.

It's clear that Malta's industry achievements are not simply a product of its history but an ongoing commitment to adaptability and growth. In such a bustling and concentrated space, the island remains ahead of the curve through proactive and progressive strategies, an unwavering focus on innovation, and a continued drive to attract top talent that fuels its growth trajectory.

While Malta’s blueprint serves as both a model for success and a launchpad for the industry, the question now is how operators will leverage these insights to capture the next wave of global opportunities.

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