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The group highlighted potential risks posed by Google’s organic search features beyond paid advertising, which include autocomplete and suggested queries.
Using data collected primarily through Chrome’s incognito mode to exclude personalised search histories, the KVA identified several autocomplete and pre-fill search queries that directly suggested illegal gambling platforms to users.
Examples included phrases like “online casino zonder Cruks” (online casino without CRUKS, the Dutch self-exclusion registry for problem gamblers) and “beste online casino buitenland” (best online casino abroad).
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Across markets in Latin America, Europe and Asia, Yashin says the average stakes for swipe games display a pattern closer to sports betting than crash gaming. In one market, the average Swipe Games bet was 20 times higher than the average crash-game bet with the same operator.
Retention has provided another encouraging signal. Depending on the market, Yashin says day-one, day-seven and day-30 retention can range from around the crash-game benchmark to between five and 10 times higher. The number of rounds played during a session can also be significantly greater.
The explanation, he believes, comes back to the behaviour that inspired Swipe Games in the first place. Crash players may experience a different outcome each time, but visually they repeatedly encounter much the same thing. Social media has conditioned its users to expect something new with every swipe.
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Madsen is clear that Trace2Trace does not shut websites down. Instead it tracks domains, identifies connections and documents changes so that regulators, enforcement authorities or other customers can use the information.
That distinction also informs his view of the wider battle. Asked whether illegal gambling can actually be defeated, his answer is: “No, but you can make it very difficult for them.”
The objective, he argues, is to make it harder for operators to simply replace a blocked domain with another one. “If they knew there was a tool that would find those new sites as well, they might become more cautious.”