Belgium’s regulation on gambling has extended to the advertising landscape, although it’s not slowing the industry down. This is due to the help of affiliates. Learn how they influence people to play casino games in Belgium, and how these affiliates have adapted to the regulations.
When counting European countries that are very strict on gambling, Belgium is sure to make the list due to the regulations the industry has to work with. Following a decree by the government, gambling advertising is no longer allowed across multiple platforms in the “Battle Field of Europe”. However, this has also given affiliates a chance to regain their momentum in the industry. Let’s explore how they help gambling companies reach their target audience amidst the regulations that restrict their reach.
Exploring Belgium’s Ban on Gambling Advertising
On July 1st, 2023, King Philippe signed a Royal Decree that sharply restricted all forms of gambling advertising in the country, which still stands today. Due to the decree, it’s no longer legal for gambling companies to advertise their brands on TV, radio, cinemas, print, digital media, and public spaces. But there’s more to come, as the industry may also witness a ban on advertising in stadiums, starting from January 1st, 2025. Furthermore, January 1st, 2028 would mark the end of gambling companies sponsoring professional sports clubs in games like soccer.
What could be the reason behind this development? According to Justice Minister Vincent Van Quickenborne in a statement he made concerning the ban, the Belgian society was exposed to a huge amount of gambling advertising, and the government was concerned about the impact that came with it. According to him, the tsunami of gambling advertising would pose a challenge to those who want to overcome their gambling addiction. The Belgian government also argued that scientific research proved advertising promotes addiction and gambling-related debts. However, the ban could be in the favour of affiliates, which will be discussed in the next point.
How Affiliates are Bouncing Back After the Ban
Despite the limitations, Belgian players can still hear about online gambling platforms, especially on Betrouwbaar Casino, where they can get detailed reviews about online casinos to make informed decisions. This may serve as an example of affiliate programs bouncing back after having to deal with restricted marketing channels, higher compliance risks, and loss of revenue, especially those who earn commissions from driving traffic to these gambling sites. With this development, affiliates have proven that there are always opportunities in every situation, no matter how grim by being creative with how they promote gambling companies.
Increasing Shift Towards Content Marketing and SEO
Instead of conventional promotional methods, affiliates are now leaning towards content marketing and search engine optimization (SEO). These days, it’s easy to find gambling-related blogs, vlogs, articles, and guides that go beyond promoting a brand. Instead, they provide content that gives players more insight/information on gambling topics, such as game strategies, responsible gambling practices, and industry news.
Players can show their appreciation for the value offered by visiting site links embedded in the content, which in turn, promotes more organic search traffic for affiliates while being compliant with the regulations. Even better, affiliates use keywords that Belgian gambling enthusiasts use frequently in their content. This SEO strategy keeps affiliate websites’ search engine rankings higher, allowing the intended audience to find them easily.
Creative Use of Social Media
Direct social media advertising may be risky and attract legal consequences, but this hasn’t stopped affiliates from being more creative with these platforms. Now, they are all about organic social media strategies, as they do the promotional job effectively without legal hassles. With that being said, many affiliates choose to share game strategy tips, industry regulation updates, responsible gambling tips, and other helpful content on Twitter, Instagram, Facebook, and other social media platforms.
However, it doesn’t end here – they can even build a loyal fan or follower base of people who are interested in a particular gambling subject, niche, game, and the like by sharing exclusive game tips, insights, and news. This way, they can boost engagement among players and encourage them to gamble responsibly, which are things that a direct ad can do. The difference is that they’re not breaking the law.
Partnerships With Gambling Operators for Special Deals
Since both parties aren’t spared due to the ban, affiliates are now partnering with gambling operators to give their audience value that they may not get elsewhere. Now, they can sign agreements that allow affiliates to introduce exclusive gambling offers or promotions on their platforms. However, they are more like informative and value-giving content than in-your-face ads that could go against the gambling advertising ban.
Through this exclusive content with features from gambling operators, affiliates can quickly become trusted voices that help customers when they need to find and choose reputable operators in Belgium. Moreover, these symbiotic relation between both parties ensures that they remain relevant and generate good revenue, no matter how long the ban remains.
Personalized Experience Through Data Analytics
Personalized experiences keep customers or clients loyal to a brand, and affiliates are beginning to use this to their advantage by working with data analytics to figure out user behaviour and customizing their content to suit them. For instance, if their largest audience is into poker or roulette, they can create more content on tips to help them win games and win money. Or they can teach their audience how to manage their bankroll and tips on securing bonuses.
It’s important to note that data analytics can also tell affiliates what style or structure of content their audience likes. For instance, they may want more “how to” content instead of industry trends. With this being said, affiliates offering personalized experience via data analytics is a veritable tool for the Belgian gaming industry going forward in the heavily regulated Belgian gambling industry. Regardless of the preferences, affiliates can keep delivering what the people want, allowing them to drive more traffic and advertise gambling operators legally.
Belgium’s gambling advertising ban may have become stricter than ever in its bid to protect its citizens from irresponsible gambling and its impact. But affiliates are also rising up to the challenge by being creative with how they promote gambling companies. However, they are also interested in their audience’s well-being, as they provide valuable content that encourages responsible gambling practices. Although the ban may be around for a while, affiliates will still continue to thrive.
