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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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The Independent Liquor and Gaming Authority (ILGA) in New South Wales is seeking to transfer administration of the ClubGRANTS scheme to the State Revenue chief commissioner, citing operational pressures and ongoing scrutiny.

This was revealed through documents obtained by ABC and statements from ILGA chair Caroline Lamb on Monday.

Introduced in 1998, ClubGRANTS was designed to channel a share of gambling-linked profits from gaming clubs back into local communities. This includes health and welfare services as well as community development and sporting clubs. 

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While the company did not comment on how its market share had progressed since then, on Sun International’s post-H1 earnings call on Mondat, Bengtsson reiterated that product was key for its next phase of expansion.

He also hinted at opportunities to expand both within and beyond its core market of South Africa.

On the earnings call, Bengtsson said Sun International viewed “plenty of inorganic opportunities” around the business.