Wild Shark

What is Wild Shark?

In March, William Hill told staff it plans to permanently close approximately 200 of its retail shops in the UK, around 15% of Evoke’s retail estate.

Last month, meanwhile, Betfred announced plans to shutter 132 of its UK betting shops, reducing its workforce by over 600 employees.

Betfred CEO Jo Whittaker said: “We have tried hard to protect all our sites and the colleagues who work in them, but the combined impact of higher employer National Insurance contributions, wage inflation, increases in gambling taxes and wider economic uncertainty has left us with no choice.”

What is Wild Shark?

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.”

How to play Wild Shark

Harrison Barrett, VP of business development, spoke to the iGB team at iGB L!VE 2026 to discuss the evolution of Soft2Bet’s MEGA platform, which started out as a purely gamification layer but has become “much more compelling than simply leaderboards, missions and point-based rewards”.

As Barrett puts it, MEGA is “ultimately a retention tool that helps our partners move away from heavy bonus and costs”.

With ice hockey and UFC-themed initiatives driving engagement in North America and a 45% lifetime value increase seen with the launch of MEGA Shoot, a player-versus-player simulation penalty shootout game initiative which launched during the World Cup, it is an exciting time for the Malta-based platform provider.