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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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Remote casino, betting, and bingo activity was the standout channel, generating £8.3 billion in GGY, a 6.9% year-on-year increase and accounting for approximately 63% of the non-lottery industry yield.

Online casino stood at £5.7 billion for the 12-month period, of which £4.8 billion was derived from slots. Remote betting came in at £2.4 billion, led by football (£1.2 billion) and horse racing (£769.3 million). Remote bingo GGY was at £147.8 million.

Quarterly data from January to March 2026 reinforced this trend, with online verticals generating £2.2 billion, and remote casino alone accounting for 68.3% (£1.5 billion) of that total.

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Various MPs voiced concerns about the risk of privacy violations in accessing this data, and the potential social stigma around the information being shared.

Christofidou also floated the idea of issuing GMI recipients with a special card for in-person verification at gambling venues, but several MPs warned this could stigmatise welfare recipients.

Current gambling legislation restricts participation for minors and those classified as “financially vulnerable”. However, GMI recipients are not yet formally classified as such for the purpose of these regulations.