Belgium iGaming Overview: Regulation, Audience, Trends

Publication date: 15 August 2025

If you look at Europe through the eyes of a media buyer, Belgium definitely stands out among other countries. Why is that? Because local iGaming is a stable and well-regulated market that remains in the top trends thanks to modern regulation, high loyalty from online audiences, significant player engagement with casinos and betting. The 3S.INFO review will help understand how to make money on Belgian GEO, which verticals and offers to focus on, and what approaches work best in current realities. It will be useful for operators, affiliates and representatives of related fields. There are tips on localization and advice on traffic funnels here as well.

This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!

Why Should You Work with Gambling and Betting in Belgium? 

Here, advanced technologies are being tested, operators implement their own cloud services and secure data centers for storing information, while the audience fully transitions online due to almost universal internet penetration. For gambling and betting media buyers, the benefits are clear:

• High purchasing power: Revenue per player is significantly higher than in most other European jurisdictions.
• Minimal payment issues, plenty of legal deposit and withdrawal methods available.
• Online gambling has a completely legal status. Each vertical is clearly regulated, blocking mechanisms function effectively, “gray” markets are controlled.
• A large share of mobile traffic. Mobile push notifications, social media promotion and CPA/RevShare offers all perform efficiently here.
• Legal major brands, international players and local operators create a competitive yet civilized environment.

How Does Gambling Work in Belgium: Legislation and Regulation

In Belgium, gambling is regulated by the Gambling Act (“Loi du 7 mai 1999 sur les jeux de hasard”) enacted on May 7, 1999. 

The main regulatory body is the Belgian Gaming Commission (GC), or Kansspelcommissie, which is an official government agency responsible for:

• Enforcing compliance with regulations and protecting players’ rights.
• Issuing licenses to all operators.
• Conducting monitoring and inspections.
• Applying sanctions ranging from fines to license revocation.

The commission oversees the blacklist of websites, blocks illegal operators and conducts educational initiatives aimed at minimizing gambling addiction.

How to Obtain a Belgian Gambling License? 

A gambling license can only be issued by the Belgian Gaming Commission (GC).

• Eligibility: Only legal entities capable of meeting strict requirements regarding finances, security measures, customer records and reporting procedures may apply.
• Requirements: Transparency must be ensured, sources of funds should be verified, KYC checks implemented, platform localized and responsible gaming practices enforced.
• Cost: Licensing fees vary depending on type but typically reach six-digit euro amounts annually (details provided by the regulator’s website and individual agreements).
• Duration: Licenses last either 5 or 9 years, often subject to automatic renewal if regulatory standards are met consistently.

Types of Casino and Bookmaker Licenses in Belgium

Which Operators and Brands of Casinos & Bookmakers Operate in Belgium? 

You can always find the list of licensed operators on the commission’s website under the “Operators” section. 

Licensed list (GC): beCasino, Bingoal, Carousel, CasinoElite, Goldenpalace, Ladbrokes, Madison-Casino, MagicBettingCasino, Oria, etc. 

International brands: Ladbrokes, Unibet (Kindred Group), betFIRST, Bwin are actively operating under a local license. 

Local companies such as Bingoal, Golden Palace, Magic Betting, Carousel have strong brand recognition in the Belgian market and focus heavily on content localization. 

Popular offshore operators: despite strict regulation, some players still prefer offshore options, although access to them is increasingly being blocked at the provider and banking transaction levels.

• 1xBet
• Bet365
• Pinnacle
• Betwinner
• Stake

How Much Money Is Made in Belgium’s iGaming Industry?

Taxes represent a substantial expense category that both operators and affiliates need to consider carefully.

For Operators: Tax on Gross Gaming Revenue (GGR) varies across regions in Belgium:

• Online betting: A flat rate of 11% based on actual margin applies nationwide.
• Casinos: Up to 33% tax on GGR up to €1.36 million, followed by a higher rate of 44% on any excess amount. For slot machines, there is a progressive scale starting at 20%, increasing up to 50%.
• Betting: 15% tax on margin (Flanders, Brussels).

For Players: Winnings from licensed operators are generally not subject to taxes unless they exceed certain thresholds, triggering possible individual tax audits for professional gamblers or exceptionally large wins.

Accounting is extremely transparent, with payment flows closely monitored by the regulator. Operators are required to submit comprehensive financial reports.

Mechanisms for Blocking Illegal Casino and Betting Websites in Belgium

Belgium employs several strategies to combat unlicensed gambling operations:

• Creating blacklists: new sites that bypass regulations and do not have a GC license are regularly published and blocked.
• IP and domain blocking through local internet providers.
• Financial restrictions: banks and payment systems block transactions to illegal sites.
• Interaction with police and legal authorities (sanctions ranging from significant fines to criminal liability, especially in cases of large-scale operations).
• Information campaigns for players (official warnings about risks).

How Are Players Attracted to Betting Sites and Online Casinos in Belgium? 

Gambling has been part of Belgian culture for more than a century. The transition to online was evolutionary: since its legalization in 2011, the volume of the digital market has grown every year. 

Belgium is a country in Central Europe with a population of approximately 11.8 million people. Major cities include Brussels (1.2 million), Antwerp (530 thousand), Ghent (265 thousand), and Charleroi (203 thousand).

Official languages: Dutch, French, German. The majority of the adult population speaks English at a conversational level.

Currency: Euro (EUR).

Internet penetration stands at 96.4%, nearly the maximum for Europe, with smartphones owned by the vast majority of the population. Fast mobile connectivity and quality mobile internet make Belgium one of the most digitally advanced countries on the continent.

Characteristics of Target Audience for Gambling and Betting 

Who Gambles in Belgium?

Profile of a Typical Player in Belgium:

• Gender: 60% male, 40% female.
• Age: Overwhelmingly aged 21-44 years old (following stricter age limits implementation).
• Finances: Average income above EU average, mostly office workers, self-employed individuals, students working part-time.
• Characteristics: High loyalty, positive response to didactic marketing and responsible gaming initiatives.

What Works Best: Localization tailored to region/language, personalized offers, short retargeting sequences, automated deposits, transparent withdrawals.

Games Played: Dice games (a national phenomenon in Belgium), slots, blackjack, roulette — local providers and popular content like EGT Digital (Class B+) are preferred.

What Are Dice Games in Belgium?  

If you’re directing traffic to casinos in Belgium, understanding the peculiarities and trends of dice games (and collaborating with legally authorized platforms where these games are offered!) not only provides you with a competitive advantage but also deepens your grasp of local audience preferences.

Sports Betting Trends in Belgium 

Popular sports for betting in Belgium include football (Jupiler Pro League, leading clubs like Anderlecht and Club Brugge), cycling, tennis, basketball, and hockey. Esports betting is growing rapidly, attracting young enthusiasts interested in CS:GO, LoL and FIFA.

• What do they bet on: football (Jupiler matches, Champions League), tennis (ATP, WTA), cycling (Tour de Flanders, Tour de Wallonie), basketball, basketball teams in the EuroMillions League.
• Esports: Rising trend, particularly focused on live matches in disciplines like CS:GO, FIFA, Rainbow Six.

Payment Solutions and Localization

It is crucial to use trusted local gateways and international systems:

• Local: Bancontact, Mister Cash, Payconiq, bank transfers through local banks.
• International: Visa, Mastercard, Skrill, Neteller, Paypal.
• Cryptocurrency: Less common but occasionally used. Operators test Bitcoin and Litecoin (some projects periodically face restrictions from the regulator).
• Mobile Applications: Native banking solutions play a key role, enhancing player retention through aggregators and banking apps.

For operators: It’s essential to integrate at least two local payment methods alongside an international option. Ensure compliance with the GC’s transparency requirements concerning payments and refrain from using methods that circumvent blocking measures to avoid facing sanctions.

Belgium Affiliate Marketing: Advantages, Traffic, Marketing

Why Can You Achieve High Profits from Belgium Traffic?

• High Payouts: Average RevShare and CPA offers significantly exceed the European average. 
• Transparent Affiliate Program: Either direct RevShare or CPA commissions upon deposit.
• Strong Player Retention: Low traffic loss after initial deposit, even following tightened advertising regulations.
• Legal Compliance: Ability to operate without risk of fines or blocks when partnering with reputable affiliates listed in the white list. 

Each operator and affiliate network sets its own RevShare grid, depending on traffic volume, business model and specific vertical properties (sports, casino, live, bingo, etc.). However, typical figures for the Belgian market fall within the following ranges:

• Initial RevShare rates start at 25–30% of GGR (Gross Gaming Revenue) for new affiliates.
• Experienced affiliates or lead generators with a high percentage of active players receive 35–45% RevShare.
• In exclusive or “personalized” offers (such as those negotiated directly with top affiliates or brands), RevShare percentages can reach up to 50%. Such terms are usually available individually or through hybrid arrangements.

CPA Offers in Belgium for 2025:

• Average CPA per deposit: From €100 to €200 per confirmed deposit (depositing player).
• Market leaders, large affiliate networks and premium operators offer CPA up to €250 for top-tier traffic, sometimes higher for unique or mobile traffic.
• Entry-level offers for smaller affiliates or newcomers might provide CPA ranging from €80 to €120, depending on the vertical and traffic quality requirements.

Take a look at Belgium! The 3SNET team has compiled a selection of offers from bookmakers and casinos that pay for high-quality traffic from this region.

How to Direct Gambling and Betting Traffic in Belgium: Where to begin? 

Connect social media channels (Facebook*, Instagram*, TikTok — advertising with limitations), engage in content marketing (lobbying through blogs and influencers).

Streaming: Partner with local Twitch and YouTube streamers (important to ensure compliance check!).

Top-5 influencers and communities — information regularly updates, but most consistent are thematic Telegram channels, Instagram bloggers, closed Discord groups focusing on sports betting.

SEO hacks: Referrals from niche forums, cross-promotion on local news portals, boosting long-tail keywords in Google searches in French and Dutch.

Traffic Acquisition Channels for Casinos and Bookmakers in Belgium

iGaming in Belgium: Practical Case Studies in Gambling and Betting  

Checklist for Launching Gambling and Betting Traffic in Belgium 

• Verify whether the offer holds a GC license.
• Segment according to language (NL, FR, EN).
• Use landing pages designed with mobile-first principles.
• Avoid providing direct calls-to-action for prohibited advertisements.
• Stay informed about changes in limits and taxes.
• Collaborate only with white-listed affiliate programs.
• Partner with vetted influencers.

Prospects for the Gambling Market Development in Belgium until 2030 

There are several bills currently under discussion that could significantly reshape the ecosystem:

• Stricter Advertising Regulations: New rules restrict sponsorship deals with clubs and the use of sports stars (starting from 2025).
• Strengthened Age Gate Requirements: Playing is forbidden for anyone under 21 years old across all forms of gambling.
• Deposit and Loss Limitations: Introduced to enhance social responsibility.
• Further Market Whitewashing: Expected intensification of efforts against offshore operators.
• Growth in eSports Betting and Digital Verticals: Integration of AI technology and development of hybrid platforms anticipated.
• Market Boost Expected: With continued migration towards mobile/5G, advancement in AI integration, and adoption of cloud hosting.

Belgium’s iGaming market is truly a golden opportunity for those who operate quickly, transparently, and flexibly. It offers high profitability, affluent audiences, clear regulations, and great prospects amidst an oversaturated European market. Operators must urgently update their marketing and product strategies, focusing on building maximum trust, offering unique localized products and maintaining compliance.