Fewer promotions, more oversight
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29 Jun 2026 •
Reading time: 2 minutes
Promotions by Belgian online casinos are being scaled back following a reminder from the Gaming Commission. The Entain Group has asked its partners to withdraw several offers aimed at new players in Belgium, notably for bwin and Ladbrokes.
The reminder that is changing the market climate
Following a reminder from the Gaming Commission addressed to the sector ahead of the 2026 Football World Cup, several welcome offers associated with bwin and Ladbrokes have been withdrawn.
This change primarily concerns the way in which operators target new players. Promotional offers have long served as a commercial gateway. However, the regulator is urging industry players to review their communications, registration pages and initiatives aimed at new customers.
Bwin and Ladbrokes withdraw several offers
Bwin and Ladbrokes, which are part of the Entain group, have announced changes to their customer acquisition pages in Belgium. These changes have been justified by the ‘latest regulatory developments in the Belgian market’.
For partners responsible for promoting these offers, this decision requires the rapid updating of content, web pages and promotional messages. For operators, the main priority is to ensure that customer acquisition campaigns are not perceived as being at odds with the guidelines set out by the GC.
A World Cup under scrutiny
The GC’s reminder comes against the specific backdrop of the World Cup. A major sporting event naturally attracts the attention of gambling operators, punters and promotional platforms. In this climate, promotions become a sensitive issue: they can encourage sign-ups, attract new players or boost a brand’s visibility at a time when interest in gambling is on the rise.
This is precisely what makes the GC’s reminder significant. It does not come at an ordinary time of year, but coincides with an event capable of focusing attention and influencing gambling behaviour. Operators seem to have realised that overly aggressive promotional messaging could become problematic.