“ It ’ s important for responsible gaming operators that we present ourselves as such and work with the regulator to avoid further marginalising the perception of the sector ”
STEFAN VENKEN , NAPOLEON SPORTS & CASINO
able to attract new customers is simply from existing brand recognition , as ad limits have helped cement leading brands ’ positions .
“ The beneficiaries of these changes in the marketing landscape are naturally the stronger brands ,” he says . “ Affiliation as a channel is vastly diminished following the bonus ban , so direct traffic is probably the biggest channel for many operators .”
WHERE NEXT ?
Yet the question from Belgium will ultimately be if a cooperative approach can help protect the industry from further restrictions , or if the appetite from those who oppose the industry continues to grow .
Following court rulings on various aspects of the 2018 decree , lawmakers set to work on creating a new framework that could potentially include more restrictions .
Whether new rules will limit marketing activity further or , as Venken predicts , merely codify existing rules for BAGO members and media entities remains to be seen , but both express confidence in a measured approach .
“ Politically Belgium is quite complex , with a rich tapestry of parties making up some fairly varied coalitions ,” Murphy says . “ So you ’ ve got a lot of politicians from different parties posing different solutions ranging from outright bans to more measured restrictions . So concretely it ’ s very difficult to tell right now what might change .
“ But the government and the Gaming Commission understand the channelisation issue , and they understand that legal operators operate as responsible operators should . I ’ d be fairly hopeful that a responsible and measured outlook will prevail .”
Venken argues that working with those who wish to see less advertising is the only viable path to protecting marketing channels .
“ If you compare the alcohol sector and smoking , one has been working with regulators to see what they can do , while the other is completely out of the marketing sphere ,” he says .
“ What is important to us is that we keep promoting responsible gambling so that we can keep on growing in a responsible , healthy and sustainable way . It ’ s important for responsible gaming operators that we present ourselves as such and work with the regulator to avoid further marginalising the perception of the sector .”
Q1 2022 • ISSUE 89 • 49