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“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.”

The emergence of his company along with a string of others reflects a growing need in the industry: as illegal operators become more adept at moving, cloning and disguising their online presence, enforcement may increasingly depend on understanding the deep workings of the networks behind the screen.

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Black Cube, an intelligence firm hired by Playtech in 2020 to look into alleged illegal behaviour at its rival Evolution, released a divisive report into Evolution’s actions. Evolution denied and refuted much of its findings.

Evolution then commissioned Spectrum Gaming Group to produce a report on its actions and the validity of the Black Cube report. Produced in 2022, the report has long been subject to confidentiality despite Evolution claiming the report exonerated the company.

Playtech on Wednesday published a statement highlighting what it claimed were compliance failures at Evolution, written into the Spectrum report.

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“What I saw is, Holland Casino is a company with 4,000 people working in hospitality, in a strongly regulated market where you have to balance between offering entertainment and a nice evening out with hospitality, and the risk attached to that – and there you see the similarities with the airline industry.

She adds: “For example, Transavia also had 4,000 people, cabin crew, cockpit, and more, all very regulated, labour union intensive, people being busy with what can we offer to the guests – but at the same time they have to know their rules and their regulations very well, because it’s important when there’s risk attached.

“I had never been a CEO before so I came to it with a kind of Pippi Longstocking attitude – ‘I’ve never done it, but I’m sure I can do it!’”