SHAPING THE IGAMING LANDSCAPE: KPMG
IN
MALTA’S STRATEGIC ROLE UNDER RUSSELL MIFSUD
SHAPING THE IGAMING LANDSCAPE: KPMG
IN MALTA’S STRATEGIC ROLE UNDER RUSSELL MIFSUD
PROJECT DIRECTED BY:
JESSICA COLLINS, DIRECTOR OF MEDIA AND PR AT
IGAMING ENQUIRER
he iGaming industry is a dynamic and evolving ecosystem, requiring a nuanced understanding of regulatory challenges, emerging technologies, and global market opportunities. At the forefront of this transformation is Russell Mifsud, Director and European Betting and Casino Leader at KPMG in Malta. His leadership has positioned KPMG in Malta globally as a trusted partner in the iGaming sector, influencing strategy, driving innovation, and fostering sustainability.
A Multi-Layered Strategic
KPMG in Malta’s approach to the iGaming sector operates on three interconnected levels. Domestically, the focus lies in identifying value-add opportunities across core services, including audit, tax, and advisory functions. By anticipating industry evolutions and addressing skills gaps through upskilling and hiring, the firm ensures it remains ahead of the
On a global scale, KPMG adopts a borderless strategy. With 170 gaming professionals spanning multiple jurisdictions, the company provides tailored solutions for clients with operations in diverse markets. Regular strategy meetings, global client service team meetings, and collaborative efforts ensure a unified approach across regions like the UK, US, and emerging markets such as Brazil.
Malta’s status as KPMG’s Gaming Global Regulatory Hub further amplifies KPMG’s influence. Leveraging Malta’s leadership in iGaming regulation and its ecosystem, the firm jointly crafts strategies that not only address local requirements but also aligns with global trends. This enables KPMG in Malta to guide its international counterparts in capitalising on opportunities in newly regulated markets. Additionally, the firm plays a key advisory role for jurisdictional authorities in crafting enticing regulatory frameworks that balance high channelisation rates with territorial goals.
Building Visibility and Relationships
Since joining KPMG in Malta 11 years ago, Mifsud has spearheaded initiatives to elevate the firm’s presence in the iGaming industry. One of his early moves was partnering with SiGMA, a leading gaming conference, to host the KPMG Malta Gaming summits. This collaboration fostered relationships with industry leaders and provided valuable exposure, laying the foundation for future initiatives. The creation of KPMG’s Gaming Faculty marked another milestone. This dedicated resource hub enables the firm to stay attuned to industry trends and align its offerings with client needs. The establishment of an ESG (Environmental, Social, and Governance) in Gaming Roundtable further highlights KPMG’s commitment to sustainability. Bringing together industry leaders, this platform explores the role of ESG principles in reshaping the iGaming narrative and fostering responsible practices.
Strategic Partnerships Driving Innovation
Partnerships are at the heart of KPMG’s success. Collaborating with law firms, digital solution providers, specialised boutique firms and global corporations such as Microsoft and Coca-Cola, KPMG ensures its clients benefit from comprehensive, synergistic solutions. For instance, in deal advisory projects, KPMG in Malta’s Deal Advisory team leverages its cross-border Merger and Acquisition network and dedicated gaming professionals to identify, execute, and support throughout the entire transaction cycle and beyond. These collaborations exemplify how the firm combines expertise across disciplines to deliver unmatched value.
Embracing ESG and Sustainability
ESG has become a cornerstone of KPMG in Malta’s strategy under Mifsud’s guidance. Recognising the reputational challenges faced by the iGaming industry, KPMG aims to drive positive change by integrating ESG principles into its operations and client offerings. One notable achievement is the development of the Malta Gaming Authority’s voluntary code of good practice for ESG, which provides a framework for sustainability across the industry.
KPMG in Malta’s efforts extend to building out robust ESG strategies, helping clients improve governance and align with sustainability principles, particularly in compliance with the Corporate Sustainability Reporting Directive (CSRD). By embedding reporting tools and governance frameworks, KPMG enables businesses to achieve competitive advantages while navigating complex requirements.
The Role of Digital Transformation
The technology landscape within the gambling and casino industry is evolving rapidly, making successful transformation increasingly complex. Meanwhile, customers and stakeholders demand seamless, immersive digital experiences,
while cyber security threats are escalating, and regulatory requirements are constantly shifting.
By leveraging AI, mobile capabilities, and data strategies, it helps clients address regulatory changes while maintaining competitive operations. This includes the implementation of AI systems to identify problem gambling behaviours and the optimisation of digital experiences. KPMG’s technology consulting practice, with over 20,000 global experts and a broad portfolio of products, solutions, and accelerators is well positioned to help clients integrate these technologies effectively.
Navigating Regulatory Complexity
The rise of localised regulations has transformed the compliance landscape for online sportsbooks and casinos. In response, KPMG developed regulatory mapping tools that detail obligations across over 25 jurisdictions. This innovative solution helps operators and suppliers navigate complex requirements, reducing the risk of costly penalties.
KPMG’s global gaming team, comprising 170 leaders worldwide, ensures clients have access to localised expertise in every market. By leveraging localised insights from regional counterparts, the firm provides tailored solutions, whether for new markets like Brazil or existing ones undergoing regulatory shifts, such as Italy.
Future Challenges and Opportunities
Looking ahead, KPMG is preparing its clients for challenges like tax reforms and cybersecurity threats. With initiatives such as data mapping and alliances with associations like iGen, the firm ensures its clients remain compliant and competitive. Cybersecurity has become a critical focus area. KPMG’s global network of over 273,000 specialists collaborate to safeguard online operators, ensuring robust security protocols that build consumer trust.
A Vision for the Future
Russell Mifsud’s leadership continues to position KPMG in Malta as a transformative force in the iGaming sector. By combining strategic foresight, innovative partnerships, and a commitment to sustainability, the firm is helping to shape the industry’s future as the convergence of spheres becomes more apparent (Technology, Gambling, videogaming and Media). As markets evolve and new challenges emerge, KPMG remains steadfast in its mission to drive growth and resilience across the global iGaming landscape.
With its proven expertise and forwardthinking strategies, KPMG remains dedicated to driving meaningful innovation and sustainable growth in the iGaming sector. The firm invites industry leaders to partner on shaping a sustainable, innovative future within the iGaming industry.
www.kpmg.com
