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Transforming Businesses for the Greater Good: KPMG Malta’s Approach to Innovation and Sustainability

KPMG Malta is a forward-thinking, global professional services firm that has consistently embraced technological advancements while prioritising sustainability. As part of the KPMG network, one of the world’s leading providers of audit, tax, and advisory services KPMG Malta is committed to delivering innovative solutions to its clients while maintaining the highest standards of integrity and professionalism. The firm has built a strong reputation for its deep industry knowledge, its expertise in navigating complex regulatory landscapes, and its focus on delivering value through both strategic guidance and cutting-edge technologies.

Central to KPMG Malta’s success is its approach to innovation, employee development, and responsible business practices. By embedding technological transformation at the core of its operations, KPMG Malta continually enhances its client offerings, fosters an inclusive culture, and drives sustainability across all aspects of its business. Whether through adopting AI solutions, advancing digital transformation strategies, or championing environmental, social, and governance (ESG) practices, KPMG Malta is positioning itself as a leader in a rapidly evolving business landscape.

At the forefront of KPMG Malta’s future are its diverse teams, each playing a crucial role in shaping the firm’s direction. From pioneering digital solutions and AI-driven innovation to spearheading efforts in sustainability and employee development, these teams ensure the firm remains competitive, agile, and aligned with global trends.

A Comprehensive Approach to Technological Innovation in Gaming

KPMG Malta’s approach to innovation is deeply intertwined with its ability to leverage emerging technologies to tackle complex business challenges. Russell Mifsud, Director and Head of Gaming Europe at KPMG plays a pivotal role in driving the firm’s strategic initiatives in the gaming sector. With over 15 years of experience in the industry, ranging from affiliate operations to executive advisory— Russell brings an economist’s insight and deep sectoral awareness to KPMG’s gaming-focused service lines.

Working across audit, tax, and advisory functions, Russell focuses on M&A strategy, digital transformation, ESG, risk, and compliance. He also represents Malta within KPMG’s global gaming network, coordinating insights and strategic guidance across over 180 professionals

Russell Mifsud

KPMG Gaming eSummitRussell Mifsud

worldwide. Malta serves as a Global Gaming Hub, supporting emerging markets such as Brazil in developing regulatory frameworks for online gaming.

What sets KPMG Malta apart is not merely its technical expertise, but its strong community integration. Through exclusive summit events, stakeholder roundtables, and close collaboration with regulators and industry leaders, the firm maintains a real-time understanding of gaming trends. Russell’s team curates CFO dinners, supports initiatives such as Global Gaming Women, and actively fosters relationships that shape strategic growth and policy.

KPMG Malta has also taken a pioneering stance on ESG, with Russell and his team helping lead the creation of the world’s first ESG code for the gaming industry.

“The most effective ESG strategies are CEO-backed,” Russell explains. “They go beyond box-ticking and align sustainability with long-term value creation.”

These initiatives have positioned KPMG Malta as a trusted partner for responsible innovation. Whether advising gaming firms on developing robust ESG strategies or using AI for responsible gaming interventions, the firm prioritises creating operational resilience with social impact.

From an M&A perspective, Russell observes a rising stakeholder demand for ESG transparency and measurable outcomes. “Governance issues and market exposure are affecting company valuations. Responsible gaming isn’t just a PR point—it’s becoming a due diligence requirement,” he adds.

He also notes the convergence of sectors—media, esports, entertainment, and gambling—driven by consumer expectations and regulatory changes.

“Expect to see more immersive innovations,” he says. “Think augmented reality betting at a stadium via headset, or tokenisation in the metaverse. These aren’t future fantasies—they’re fast becoming reality.”

Despite the pace of change, Russell underscores one core principle: balance. “Innovation must be harmonised with compliance and player protection. Malta’s ecosystem gives us a unique advantage, but we must continue evolving. This is about profitable sustainability and telling a better story for our industry.”

National Property ConferenceRachel Decelis

AI: Shaping the Future of the Gaming Industry

Artificial intelligence (AI) is among the most transformative technologies of the 21st century, and its impact on the gaming industry is significant. At KPMG Malta, the AI function is led by Keith Cortis, AI Lead, and Curt Gauci, Partner in Digital Solutions. Together, they lead a dynamic team integrating AI across advisory, strategic transformation, and digital development functions.

Keith and Curt emphasise that AI does not exist in isolation—it thrives within digital transformation. “AI is a tool in the digital solutions toolbox,” Curt explains. For the gaming industry—already digitalfirst and data-rich—this integration enables smarter, faster, and more secure operations.

AI allows companies to personalise player experiences using dynamic recommendations, behavioural modelling, and adaptive content delivery. “It’s about uncovering implicit relationships,” Keith explains, “and delivering tailored, ethical interactions that enhance both experience and responsibility.”

Beyond the user interface, AI supports operational optimisation—automating decisions, forecasting trends, and improving compliance. But with opportunity comes complexity. Keith outlines three foundational pillars for success:

AI and data literacy – empowering employees with the right knowledge and skills

Data governance – ensuring high-quality, structured, and compliant data

AI governance – aligning technologies with emerging regulations like the EU AI Act

Curt adds, “There’s also a change management curve. Companies must shift mindsets, not just technologies.”

Misconceptions about AI persist, so KPMG

ESG in Gaming Roundtable event -Russell Mifsud and Rachel Decelis

Malta focuses on demystifying AI, aligning it with real-world business use cases, and mitigating risks.

Looking ahead, Keith and Curt point to two transformative trends: generative AI and intelligent agents. These technologies are expected to play a major role in driving competitive advantage, trust, and scalability. “AI isn’t the solution,” Curt reminds. “It’s an enabler. When embraced properly, it becomes a strategic asset—just like people and processes.”

Upskilling for the Future: The KPMG Learning Academy

The KPMG Learning Academy (KLA / the Academy) is integral to the firm’s strategy to futureproof the gaming industry’s workforce. Led by Jonathan Dingli, Partner and Head of KLA, and Senior Manager Kersten Mallia, the Academy is more than a training provider—it is a catalyst for transformation, helping professionals become adaptable agents of change.

“The gaming industry sits at the crossroads of rapid change, complex regulation, and fast-moving tech,” Jonathan explains. “Learning and development isn’t about ticking boxes— it’s about building talent that can lead in this environment.”

Malta AI Innovation Forum for Business LeadersClaudine Borg Azzopardi

KLA focuses on critical skills such as data literacy, automation, AI, responsible gaming, financial reporting, taxation, AML, and more. Its flagship Gaming Faculty provides over 100 hours of CPD content tailored specifically for the gaming sector, blending technical training with strategic insight.

The Academy’s approach hones in and nourishes experiential learning— ensuring sessions are practical and led by industry experts. Participants engage with real challenges, collaborate with peers, and leave with skills they can apply immediately. “We’re not just about providing a theoretical overview,” Kersten notes. “We focus on the practical application—and in doing so, we turn complexity into clarity.”

Jonathan Dingli, Kersten Mallia

A major focus of the Academy is on bridging skills gaps, particularly in data and AI. “Upskilling is about replacing fear with confidence,” Jonathan explains. “Once professionals understand the ‘how’ and ‘why,’ they’re empowered to lead.”

Customisation is also central. Every organisation is different, so KLA works closely with clients to design learning pathways that align with unique business goals, whether around ESG, digital transformation, or leadership development.

Looking ahead, KLA is also placing great emphasis on strategic thinking, leadership skills and cultural readiness, through learning programmes that focus on soft skills, psychological safety, and organisational culture. “Culture eats strategy for breakfast,” says Jonathan. “We help leaders set the tone and cascade it across their teams.”

KLA, an approved ACCA Platinum Learning Partner, also engages with future talent through undergraduate and postgraduate offerings, including a partnership with Kaplan for ACCA tuition. “We’re not just about upskilling the present generation —we’re helping to build the future talent of the industry,” Jonathan affirms.

People & Culture: Empowering Clients Through Organisational Excellence

The People & Change Advisory team at KPMG Malta supports gaming companies as they scale, adapt, and transform. Led by Claudine Borg Azzopardi, Partner and Head of the practice, and Executive Coach Nadine Castillo, the team delivers highimpact advisory focused on leadership, engagement, and culture.

In an industry defined by constant change and frequent M&A activity, the team helps companies integrate acquisitions by aligning leadership, and harmonising corporate culture.

The team is also instrumental in digital transformation, and implementing tailored change management strategies. “We start with a clear case for change,” Claudine says. “Once people see the value, adoption follows.”

From communication plans to training frameworks and change agent networks, each programme is tailored by department, ensuring relevance and impact.

KPMG Malta also supports clients in bridging skills gaps created by technological disruption. “It’s not about job replacement,” Claudine notes. “It’s about shifting time to higher-value activities.”

Executive coaching, and coaching for adaptability and resilience is prioritised, helping leaders and employees plan for and navigate change confidently. As new global realities emerge, it’s critical for businesses to embrace transformation “AI and ESG aren’t necessarily just threats— they’re also opportunities which can be harnessed,” Nadine adds.

Inclusivity, engagement, and wellbeing are also key. KPMG’s proprietary engagement tool, helps measure sentiment and guide interventions. “We want employees to feel heard and valued,” Claudine notes.

Mentoring, wellbeing programmes, and support for hybrid teams round out the offering. “The companies that succeed offer support beyond the workplace,” Nadine says.

Fast-track promotions are common in gaming, but leadership requires a new skillset. KPMG Malta embeds strategic thinking, uncertainty management, and empowerment into leadership development initiatives.

Looking ahead, Claudine asserts that change management will become essential: “The firms that support their people through transformation will be the

Curt Gauci, Partner, Digital Solutions

Kieth Cortis, Keith Cortis AI Lead, Digital Solutions

Left, Nadine Castillo Executive Coach, People and Change Advisory Services, Right, Claudine Borg Azzopardi. Partner, People and Change Advisory Services

ACCA Platinum event - Jonathan Dingli

ones that thrive.”

Championing Sustainability in the Gaming Industry

Environmental, Social, and Governance (ESG) practices have moved beyond compliance – they are a strategic imperative. Rachel Decelis, ESG Lead at KPMG Malta, has worked in the sustainability space for over 18 years, including three focused on gaming. “When we started, many didn’t even know what ESG meant,” she says. “Now the focus has shifted from understanding ESG to implementing it effectively.”

Gaming companies are now leveraging ESG for value creation. With rising pressure from regulators and stakeholders, ESG is increasingly a differentiator. “Our 2022 study showed 49% of players consider ESG when choosing where to bet,” Rachel notes.

ESG also impacts talent retention. “One in five employees have considered leaving a company due to poor ESG performance,” she adds. Strong sustainability credentials build resilient, motivated teams.

KPMG Malta guides firms through practical ESG implementation, starting with:

Tone at the top – leadership must lead by example

Defined responsibility – roles must be assigned, as it needs to be clear who will be doing what, and when

Double materiality assessment – for strategic insight, not just compliance

Baseline review – assess and build on existing efforts

“Don’t let perfect be the enemy of good,” Rachel advises. “Progress matters most.”

KPMG also enhances ESG reporting and transparency, using technology to ensure data traceability and audit readiness. “With growing scrutiny around greenwashing,

assurance is essential,” she explains. The firm’s global network ensures clients can manage ESG data across jurisdictions. Its multidisciplinary team includes environmental experts, human rights specialists, and gaming consultants, offering holistic support.

Rachel flags key trends:

ESG is becoming more widely adopted in the industry, and the focus is shifting to what can be done better

New regulations and changes to existing ones (e.g., Pay Transparency Directive, CSRD Omnibus)

Greater use of tech for ESG implementation

“The most powerful use of tech is real-time visibility,” she says. “You can only improve what you measure.”

Looking Ahead: The Future of Gaming and Technology

As the gaming industry navigates regulatory shifts, emerging technologies, and shifting societal expectations, KPMG Malta is anchoring its strategy in balance— between innovation and governance, personalisation and protection, ambition and accountability.

With leaders such as Russell Mifsud, Rachel Decelis, Keith Cortis, Curt Gauci, Jonathan Dingli, Claudine Borg Azzopardi, and Nadine Castillo, KPMG Malta offers a rare combination of technical expertise, strategic foresight, and human-centred leadership.

From enabling responsible AI and embedding ESG frameworks to futureproofing workforces and cultivating inclusive leadership, KPMG Malta is helping gaming companies not just survive, but thrive. This is not about catching up—it’s about setting the pace.