Malta, Gaming and Agentic AI: Notes from Our Half-Day with Salesforce

What happens when an island that powers a €1.4 bn gaming industry meets agentic AI? Last week in Malta together with Salesforce we invited industry leaders for a half-day on what agentic AI actually looks like in practice.

The numbers tell an interesting story:

• 💶 €1.42BN in gross value added – 6.3% of Malta’s GDP
• 📈 8.2% estimated GDP contribution when multiplier effects are included
• 📉 311 active licences, down from 326 in 2023 – reflecting industry consolidation and rising regulatory expectations
• 🤝 12 of 19 new licences issued in 2025 were B2B
• 🖇️ ~15,000 people employed in Malta by MGA-licensed operators

The industry is growing and also changing! Customer experience, data and automation decide who wins. Malta is becoming a hub not only for operators, but also suppliers and platforms.

So where is the potential? In execution! Fewer players, more suppliers and platforms serving many markets at once.

When the market consolidates and the bar rises, winners are decided by how well they use data, how fast they respond to customers and how efficiently they operate – and that’s exactly what agentic AI is built for.

Any industry that runs on data and customer trust faces the same challenge. So each demo at the event answered a different part of it:

• ✔️ MuleSoft, Informatica and Data 360 showed how trusted context makes agents useful
• ✔️ Slackbot and Marketing Cloud showed real gains in communication both internal and external
• ✔️ Agentforce and Tableau showed unified operations with real-time C-suite analytics and cases, built for the sector Malta knows best