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The dispute over the legal gambling age comes as the Gambling Authority steps up its warnings about illegal online betting.

Speaking at the 2026 South East Region Staff Excellence Awards in Gaborone, Kemorwale said unlicensed platforms were diverting an estimated P850m ($63.2 million) from Botswana’s economy each year and exposing children and teenagers to unregulated gambling.

He described the rapid growth of the illegal online market as one of the sector’s most serious challenges.

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Madsen knows from experience how difficult it can be to escape gambling when access remains readily available.

“I’m trying to address every stage: prevention, support for people who are already struggling, and then action against the illegal sites.”

He does not believe illegal gambling can simply be eliminated. But he believes it can be made harder to operate. That may be the more realistic role for companies such as Trace2Trace as the illegal market evolves: not replacing regulators or enforcement agencies, but providing the intelligence needed to see beyond the individual URL. For Madsen, the motivation remains deeply personal: “I know very well what gambling addiction can do to people.”

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GiG exited the B2C space in 2023 when, after a strategic review, the company split its media and platform divisions, the former of which was rebranded as Gentoo Media.

The 888Africa acquisition announcement raises questions about why GiG have opted to return to the B2C sphere. Richards warns against over-analysing the deal as a wholesale return to B2C, insisting that GiG remains a B2B platform and tech business at its core.

Asked why GiG had returned to B2C, Richards explains the decision was threefold.