Interview: Mats Van Den Borre on performance marketing in the Belgian gambling market

The Belgian online gambling market is changing at breakneck speed. Stricter regulations, shifting marketing channels and a growing focus on responsible gambling are creating a completely new playing field. 

Reason enough for Gambling Club to sit down with Mats Van Den Borre, performance marketer at Napoleon. In this interview, he explains how campaigns are managed today, where affiliates make the difference, and why data is more important than ever.

Can you briefly explain what your role as a performance marketer at Napoleon entails?

As a performance marketer, I am responsible for setting up, managing and optimising digital campaigns, with a strong focus on data and return on investment. I work primarily with Google and social media, ensuring that budgets are used as efficiently as possible to attract new customers. I also manage the affiliate channel and work with partners to generate high-quality traffic and conversions. 

What does an average working day look like?

My day begins by analysing ongoing campaigns. I look at budgets, conversions and ROI and make adjustments where necessary. I also produce reports to ensure results are properly shared internally and collaborate with other teams on broader projects. 

What is your main focus within marketing?

The focus is primarily on customer acquisition and brand building. Retention also plays a role, but is mainly driven by the product and the user experience, with a focus on responsible gaming.

Which channels are currently performing best?

That varies depending on the campaign and promotion. As market leaders, we see that a large proportion of traffic also comes organically.

How important is SEO to your strategy?

SEO is very important. A large proportion of the traffic comes via organic channels, supported by a strong SEO team.

How do you view the collaboration with affiliates?

Affiliates are valuable if they deliver high-quality traffic and conversions at a healthy ROI. We also appreciate it when partners actively contribute ideas on optimisations.

In your opinion, what mistakes do affiliates often make?

The biggest mistake is failing to consistently comply with regulations. Think of prohibited promotions or collaborations with unlicensed providers. Compliance is essential for us.

How do you measure success?

That depends on the objectives. Sometimes we accept a higher CPA to achieve growth, but ultimately return on investment remains the most important factor.

How do you deal with stricter regulations in Belgium?

We take a positive view of this. We have teams dedicated to responsible gaming and legal compliance. It is important to operate within the sector in a correct and responsible manner.

Do you see changes in player behaviour?

Yes, the player base has broadened and there is less overlap between sports and casino. Thanks to stricter rules, there are fewer bonus hunters and we are seeing a more loyal customer base.

How important is data in your work?

Data is crucial. Virtually everything we do is based on figures and insights. Marketing has become fully measurable these days.

What sets a top-performing marketer apart?

The ability to see the bigger picture. You need to understand how different channels work together within the customer journey and not just look at a single metric.

What trends do you expect over the next 12 months?

Budgets are shifting towards the channels that are still permitted, leading to greater competition and higher costs. In addition, regulatory scrutiny will continue to increase.

Finally: what is your most important tip for affiliates and marketers?

Don’t just look at historical figures; understand the context behind them. The market is changing rapidly, so insight is more important than fixed benchmarks.