About Gold Spade Advisory

Gold Spade Advisory helps iGaming operators turn complex markets into profitable, scalable businesses.

Who we are

Gold Spade Advisory is an independent consultancy led by senior gaming executive Morten Madsen, who has spent more than a decade launching, scaling, and turning around casino and sports betting brands in highly regulated markets. After building operations from zero to over €100 million in annual revenue and leading P&Ls across multiple jurisdictions, Morten now partners with operators and investors to unlock growth with a pragmatic, data-inspired approach.

What we do

We specialise in advisory for online gambling businesses, both regulated and unregulated, with a clear focus on profitable player growth and operational excellence. Our services span:

• Marketing strategy, effective customer acquisition, and high-quality lead conversion
• Fractional CMO support and hands-on leadership for marketing, CRM, and brand teams
• Building scalable BI and functional analytics setups that enable smart, fast decisions
• Designing efficient processes, operating models, and KPI frameworks for remote, hybrid, or on-site teams
• RFQ design and execution, from requirements and vendor shortlists to final negotiation
• Selecting and optimising payment solutions, game/content providers, and key commercial partners

How we work

Gold Spade Advisory bridges strategy and execution: we help define where you need to go, and we stay close enough to ensure it actually happens. Whether you need a fresh go-to-market plan, a reset of your acquisition and retention engine, or support in navigating local, global, or hybrid regulations, we plug into your organisation as an experienced partner rather than an external spectator. Our aim is simple: build marketing, product, and operational setups that scale, survive regulatory change, and consistently deliver sustainable, compliant growth.