From Conversation to Action: Key Takeaways from the Sustainability Hub 2026

For the third consecutive year, Betsson Group hosted the Sustainability Hub at NEXT Summit Valletta, bringing together operators, regulators, suppliers, advisors, and industry leaders to explore a sustainable future for the iGaming industry.

Hosted by Betsson Group’s Director of ESG, Jonna Danlund, the agenda focused on practical execution rather than theory, examining how sustainability connects to business performance, responsible gaming, compliance, reputation, and long-term value creation.

60 Years of Sustainable Success

The day opened with a fireside chat with Pontus Lindwall, CEO and President of Betsson AB, who reflected on more than six decades of building and sustaining a successful business in a highly regulated and constantly evolving industry.

A key theme throughout the discussion moderated by Mathias Mallia, Internal Communications Manager at Betsson Group, was the importance of long-term thinking. Pontus explained that responsible gaming has been part of Betsson’s approach long before regulatory requirements demanded it, not because it represented a trade-off, but because building lasting customer relationships has always been fundamental to sustainable growth.

The conversation also addressed the industry’s ongoing reputation challenges. Pontus acknowledged that gaming companies are not always viewed positively by society and stressed the importance of engaging constructively with regulators and policymakers. At the same time, he highlighted the growing challenge posed by unregulated operators that sit outside player protection frameworks while competing against licensed businesses that invest heavily in compliance and responsible gaming.

Reflecting on Betsson’s sustainability journey, Pontus also discussed the Group’s early environmental commitments, which began long before ESG became a major business focus.

Throughout the fireside chat, Pontus highlighted Betsson’s early move into regulated markets and focus on customer care as a long-term, trust-based approach to sustainable performance, in line with a more sustainable gaming industry.

Reputation Is Earned Through Action

The first panel discussion, Reputation Reset: How the World Sees iGaming, explored how the industry is perceived by regulators, policymakers, media, and the wider public.

Moderated by Russell Mifsud, Director, Gaming Lead and Global SME at KPMG, the panel brought together perspectives from industry advocacy, public affairs, and communications, with speakers from the European Gaming and Betting Association (EGBA), the Betting and Gaming Council (BGC), and ACE Hollreiser / Poker.org.

Panellists agreed that one of the sector’s biggest challenges remains the lack of distinction often made between regulated and unregulated operators. Negative stories affecting one part of the market frequently influence perceptions of the industry as a whole, regardless of the standards followed by licensed operators.

Speakers highlighted the importance of transparency, education, and demonstrating positive outcomes through responsible operations. The discussion also reinforced the need for continued dialogue with policymakers and stakeholders to help address misconceptions and improve understanding of the regulated sector.

From Harm Prevention to Player Wellbeing

Responsible gaming took centre stage in the session RG 2.0: Stop Talking About Harm, Start Talking About Health.

Moderated by Jonna Danlund, the panel featured Eduards Jakubovs, Head of Responsible Gaming at Betsson Group, alongside representatives from Flutter, LeoVegas, and Mindway AI.

The discussion explored how responsible gaming is evolving from a reactive approach focused on harm prevention towards a more proactive model centred on player wellbeing and positive play. Speakers highlighted how behavioural insights, data analysis, and technology can help create healthier player experiences, while supporting customers in maintaining sustainable gaming habits.

Panellists agreed that creating healthier and more sustainable player relationships requires responsible gaming principles to be embedded across teams, and throughout products, communications, and company culture.

Malta’s Sustainable Future

The afternoon session, A Sustainable Home for iGaming: Malta’s Role in Shaping the Sector’s Future, examined Malta’s role as a long-standing hub for the iGaming sector and the factors that will influence its future competitiveness.

Representatives from the Malta Gaming Authority (MGA), GamingMalta, Deloitte, and EGT Digital discussed the strengths that have helped establish Malta’s position, including its regulatory framework, talent pool, accessibility, and collaborative ecosystem.

While speakers acknowledged challenges such as rising costs, international competition, and technological change, the discussion focused on the importance of maintaining a resilient ecosystem that extends beyond licensing and regulation. Talent, infrastructure, quality of life, innovation, and collaboration were all highlighted as factors that will play a role in sustaining Malta’s long-term competitiveness.

Sustainability as a Business Driver

The panel From Footprint to Future-Proof: How Green Choices Strengthen the Bottom Line explored how environmental sustainability can create tangible business value.

Betsson Group Affiliates’ Head of Affiliate Operations, Shakyra Jonsson, joined representatives from Play’n GO and Tipico to discuss how sustainability initiatives increasingly contribute to operational efficiency and cost reduction, stronger partnerships, and long-term resilience.

The discussion touched on the growing importance of sustainability in attracting and retaining talent, particularly among younger generations who place increasing value on responsible business practices.

Data-driven decision-making emerged as a key theme, with speakers highlighting the importance of understanding consumption patterns and identifying practical opportunities to reduce waste and improve energy efficiency.

The panel reinforced the idea that sustainability is not simply about meeting expectations, but about building stronger organisations that are better prepared for the future.

When Compliance Creates Value

The final session, Show Me the Money: When Compliance Becomes a Competitive Advantage, focused on how compliance can support long-term growth and business success.

Bringing together representatives from Flutter, Crucial Compliance, JVH Gaming & Entertainment Group, and Corinne Valletta, General Counsel at Betsson Group, the panel explored the increasing complexity of operating across multiple regulated markets and the significant investment required to meet evolving regulatory requirements.

Rather than viewing compliance solely as a cost, panellists explored how strong compliance frameworks can help build trust, manage risk, support market expansion, and strengthen relationships with regulators, investors, and customers.

Corinne highlighted how increasing regulatory complexity has encouraged operators to become more strategic, collaborative, and innovative in the way they approach compliance, creating opportunities to deliver value beyond simply meeting legal obligations.

Turning Discussion into Action

Across every session, the message was consistent: sustainability is no longer a separate business agenda. Whether through responsible gaming, reputation, environmental performance, compliance, or regulation, it is increasingly becoming part of how organisations build trust, create value, and prepare for the future.

The Sustainability Hub delivered meaningful discussion and practical takeaways, reinforcing how sustainability can support stronger businesses, better customer outcomes, and a more resilient future for the industry.