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The Belgian gambling regulation has been extended to advertising, but it is not slowing down the industry. Affiliates are responsible for this. Discover how affiliates influence people to play online casino games in Belgium and how they have adapted the rules.
Belgium will be on the list of European countries with very strict gambling regulations due to the restrictions the industry must work within. After a government decree, gambling advertisements are no longer permitted across multiple platforms on the “Battlefield of Europe”. This has given affiliates the opportunity to gain momentum in the gambling industry. We’ll explore how they can help gambling companies reach the target audience in spite of regulations that limit their reach.
Explore Belgium’s ban on gambling advertising
The King Philippe’s Royal Decree of July 1, 2023 severely restricted all gambling advertisementsin the country. This decree is still in effect today. The decree prohibits gambling companies from advertising their brands in print, on radio, at cinemas, or through digital and printed media. The industry could also see a ban on advertisements in stadiums starting January 1, 2025. On January 1, 2028, gambling companies will no longer sponsor professional sports clubs, such as soccer.
What is the possible reason for this change? Vincent Van Quickenborne, Justice Minister, said in a recent statement that the Belgian public was being exposed to an enormous amount of gambling advertisements and the government is concerned about its impact. He said that the flood of gambling advertisements would be a challenge for those who are trying to break their gambling addiction. The Belgian government argued, too, that scientific research had proven advertising promoted gambling addictions and debts. The ban may be beneficial to affiliates. This will be discussed next.
How Affiliates bounce back after the ban
Belgian players are still able to learn about online gambling platforms despite the restrictions, particularly on Betrouwbaar casino where they can read detailed reviews of online casinos and make an informed decision. It is possible that affiliate programs have recovered after dealing with limited marketing channels, increased compliance risks and revenue losses, particularly those who earn commissions by driving traffic to gambling sites. Affiliates have shown that no matter how bad the situation is, there are opportunities to be found.
The increasing shift towards SEO and content marketing
Affiliates now prefer content marketing and SEO to conventional promotional methods. Today, you can easily find gambling-related articles, blogs, videos, and guides. These go beyond simply promoting a particular brand. They provide players with more information and insight on gambling topics such as game strategy, responsible gambling, industry news, etc.
Affiliates can increase their organic search traffic by allowing players to show appreciation for the quality of the content. This is all done while remaining compliant. Affiliates also use the keywords that Belgian gamblers frequently use in their content. This SEO strategy helps affiliate websites to rank higher in search engines, making it easier for their intended audience find them.
Social Media: Creative Use of Social Media
Affiliates are still using these platforms to be creative, despite the fact that direct social media advertising is risky and can lead to legal issues. They are now focusing on organic social media strategies that do their promotional work without any legal issues. Many affiliates share helpful content, such as game strategy tips, updates on industry regulations, tips for responsible gambling, and more, via Twitter, Instagram, Facebook and other social platforms.
It doesn’t stop there – by sharing exclusive news, tips and insights about games, they can build a fan base or a group of followers who are passionate about a certain gambling topic, niche or game. They can increase engagement and encourage players to gamble responsibly. This is something that a direct advertisement cannot do. They’re not breaking any laws.
Special Deals in Partnership with Gambling Operators
Affiliates now partner with gambling operators, as both parties will be affected by the ban. This allows them to offer their audiences value they might not find anywhere else. They can now sign agreements allowing affiliates to offer exclusive gambling promotions or offers on their platforms. They are more informative and valuable content than ads that may be in violation of the gambling advertising ban.
Affiliates who offer exclusive content and features from gambling operators can become trusted voices for customers looking to choose and find reputable operators in Belgium. This symbiotic relationship between the two parties will ensure that both remain relevant and continue to generate revenue no matter how long this ban lasts.
Data Analytics: Personalized Experience through Data Analysis
Affiliates use data analytics to understand user behavior and tailor their content accordingly. This keeps customers loyal and clients engaged with a brand. If their biggest audience is interested in poker or roulette, for example, they could create more content about tips that will help them to win and earn money. Or, they can show their audience how to properly manage their bankroll or give them tips on how to secure bonuses.
Data analytics can tell affiliates which style or format of content is most popular with their audience. They may prefer “how-to” content over industry trends. Affiliates providing personalized experiences via data analytics are a great tool for the Belgian Gaming Industry to move forward in the heavily-regulated Belgian Gambling Industry. Affiliates are able to deliver what people want regardless of their preferences. This allows them to drive traffic and advertise gambling operators in a legal manner.
The Belgian gambling advertising ban is now more strict than ever to protect citizens from irresponsible gaming and its effects. Affiliates also rise to the challenge, being creative in how they promote gambling firms. They are concerned about the well-being of their audience, and provide useful content that encourages responsible gaming. Affiliates will continue to prosper even though the ban is in place for some time.
