“Trust is more important than rapid growth”: PlayOne CEO on the Belgian gambling market

The Belgian online gambling market is changing rapidly. New regulations, stricter controls and the rise of illegal gambling sites are putting pressure on licensed operators. At the same time, players expect faster payouts, better apps and greater transparency.

PlayOne CEO Ludovic Lefevre is witnessing this evolution first-hand. In his view, the future of online casinos does not revolve around aggressive growth or major marketing campaigns. Trust, security and a clear user experience will be decisive factors in Belgium, he believes. This is what he told Gambling Club.

Who is Ludovic Lefevre and why was PlayOne founded?

“I have always been active in gaming, entertainment and customer experience. Over the years, I have become deeply interested in how regulated online gambling can develop in an innovative yet responsible way.”

According to Lefevre, PlayOne was founded to move away from the traditional online casino model. “We didn’t want to build a standard platform. It had to feel more modern, more digital and more immersive for Belgian players.”

From the outset, trust, regulation and responsible gaming were central to this.

What makes PlayOne different from other online casinos in Belgium?

“Belgium is extremely competitive. That’s why you need to have a clear identity.”

According to Lefevre, the difference hinges on three elements: digital presence, user experience and responsible gaming. He says that PlayOne was deliberately built around simplicity and accessibility.

“We focus on players who are used to strong digital experiences. That’s why we’re constantly investing in design, navigation and ease of use.”

He also emphasises that PlayOne does not want to be a static platform. “We continue to improve the interface and features so that the platform remains modern and clear.”

How important do the group’s physical casinos remain?

“Our physical roots are very important. They give us experience in player behaviour, compliance and responsible gaming.”

According to Lefevre, the fundamentals of the sector are not changing due to digitalisation. “Trust, security and service remain just as important. Online, the interface changes, not the responsibility.”

He says that this experience also helps to better understand how players engage with entertainment and their long-term habits.

How does PlayOne combine innovation with strict Belgian regulations?

“In Belgium, compliance is not a choice. It is the foundation of the business.”

Lefevre does not see regulation as a brake on innovation. “Innovation must take place within the legal framework. You can improve the experience without circumventing the rules.”

According to him, innovation lies primarily in simpler navigation, better information and more robust tools for responsible gaming. “The challenge is to make the experience both more modern and safer at the same time.”

What are the biggest problems currently facing the Belgian market?

“Striking a balance between regulation, player expectations and competition remains difficult.”

Lefevre also cites illegal gambling sites as one of the biggest challenges. “Those operators do not follow Belgian rules. That creates an unfair situation.”

According to him, the problem goes beyond competition alone. “Players are less protected there. That is why legal providers must demonstrate why safety and transparency are important.”

How does PlayOne ensure that responsible gaming remains central?

“Responsible gaming should not be hidden away somewhere on a page. It must be part of the entire experience.”

According to Lefevre, PlayOne is strongly committed to visible limits, clear information and raising awareness. He also emphasises that online gambling must remain entertainment.

“Gambling carries risks such as addiction, debt and social isolation. You have to communicate honestly about that.”

He also refers to Belgian legislation stipulating that online casino games are only accessible to those aged 21 and over.

What role does technology play within PlayOne’s strategy?

“Technology must, first and foremost, protect players.”

According to Lefevre, PlayOne uses data analysis to identify risky behaviour more quickly and intervene where necessary. He also believes that technology helps to reduce friction on the platform.

“Personalisation can be useful if it provides greater clarity and ease of use. But it must never encourage excessive behaviour.”

How does PlayOne view the future of online gambling in Belgium?

“I think the Belgian market will continue to professionalise.”

According to Lefevre, players will expect more in terms of security, payments and customer service in the coming years. At the same time, operators will have to prove that innovation and responsibility can go hand in hand.

“Companies that build trust in the long term will ultimately succeed.”

Is international expansion an option for PlayOne?

“Our focus is entirely on Belgium at the moment.”

Lefevre says that international expansion may be considered at a later date, but only if it makes strategic and legal sense. For now, the group’s main priority is to further strengthen PlayOne alongside its other brands, Wellington and Versailles.

“Rapid growth is less important to us than sustainable growth. In this sector, you build a brand through credibility and consistency.”