Tag Archives: Ardent Group

‘‘You don’t build sustainability on addiction” – Belgium operators update protections policy

Ladbrokes and PMU deal criticised by Belgian competition watchdog

Belgium’s six regulated gambling operators have signed a duty of care agreement, ushering in a new prevention policy for the national industry based on four pillars. The six members of the Belgian Association of Gaming Operators (BAGO) – Ardent Group, BetFirst, Golden Palace, Star Casino, Kindred and Napoleon – signed the agreement earlier this week. Now that the new policy has …

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CVC strengthens Belgian position by supporting Gaming1 expansion

SBC News CVC strengthens Belgian position by supporting Gaming1 expansion

CVC Capital Partners has partnered with Gaming1, the Belgian Ardent Group’s entertainment brand, supporting the next phase of the latter’s growth strategy.  As a result of the collaboration between CVC and Gaming1’s majority shareholders, the US-based global investment firm will provide the international gambling group with ‘expertise’ to support its growth strategy.  Gaming1 is currently active in nine countries, including …

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Paf becomes Grand Casino Luzern’s ‘technical partner’ for Swiss opening

SBC News Paf becomes Grand Casino Luzern's 'technical partner' for Swiss opening

The governance of Paf has disclosed that the Åland Islands-based gaming operator will act as ‘lead technology partner’ for Grand Casino Luzern, as Switzerland initiates its new online casino regime. This June the Swiss Federal Council, approved an initial four online casino permits awarded to local operators – Grand Casino Baden, Grand Casino Luzern, Casino Davos and Swiss Casinos Pfäffikon. July …

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777.be packs its biggest punch with Van Damme

SBC News 777.be packs its biggest punch with Van Damme

Belgian licensed online sportsbook and casino operator 777.be has launched its latest advertising campaign featuring ‘Belgium’s most famous son’ – Jean Claude Van Damme. Filmed in Brussels, the campaign sees Van Damme promote 777.be mobile casino (Casino777.be) and sportsbook (Bet777.be) verticals in both French and Dutch languages – Belgium’s two main dialects. The campaign titled ‘JCVD plays’ has been developed …

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Circus.be – The importance of correct brand alignment

Copyright: olegtroino / 123RF Stock Photo

Sports Sponsorship is hardly a new phenomenon, with plenty of industry brands globally aligning themselves with a huge swathe of teams, leagues, individual stars et cetera. One such example is Belgian online casino and sports betting specialists circus.be, with the Ardent Group operated brand containing a number of such examples as part of its own portfolio. Alongside football sponsorships however, …

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