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Jesper Kampmann Madsen, the founder of London-based tech firm Trace2Trace, is building technology to map the networks behind illegal gambling. Madsen, 35, and born in Denmark, knows what it means to be on the other side of the screen: as his decision to fight illegal gambling stems back to his own addiction, he tells iGB.

He was a teenager when he started gambling habitually. For several years, it remained entertainment. Then, when he was in his early twenties, came a large win on a foreign unlicensed gambling site: around €22,000.

“I remember gambling all of it back the same day because they couldn’t pay it out in full immediately,” he says.

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Thanks to the “rapid growth of crypto currencies” and globally recognisable branding through marketing and sponsorships, this handful of operators are generating the majority of illegal gambling traffic across Europe.

The report also cites brands targeting a specifically banned vertical or product within a jurisdiction as driving black market activity. While markets across Europe have many examples, one such flagged in the report is that iGaming remains illegal for licensed operators in France.

“The largest black market operators have scaled to create recognisable brands with traffic that can compare to domestically licensed operators,” the report’s authors wrote. “The top group of sites by common owner has a 12% share of traffic, while the largest single brand has 10%.”

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The dual approach seeks not only to limit access to gambling content on smartphones but also to provide meaningful alternatives that reduce overall reliance on digital devices.

The KGCC, which operates under the prime minister’s office and oversees gambling supervision and the monitoring of illegal gambling activity, will collaborate with the Gyeonggi education office. There will be policy coordination, student protection and the exchange of educational resources and prevention experts. 

The partnership also plans to analyse operational data, develop pilot programmes and construct a model for national deployment.