“We are a responsible technology company with ambition.”

Belgian gaming company has its headquarters in Aalst

Gaming and sports betting remain extremely popular. Very often, these games are run by foreign organisations that do not comply with Belgian legislation in this area or even operate illegally. Napoleon, headquartered in Aalst, deliberately takes a different approach: “We are a company that is firmly rooted in Belgium, offering a safe and controlled environment for gambling, and demonstrating local commitment through sports sponsorship.”

‘Bread and circuses’ have been part of our culture since Roman times. To ensure that games of chance, lotteries and betting are organised fairly, the Gaming Act was enacted in 1999. One of the local operators active within this framework is Napoleon, a provider of casino and sports games headquartered in Aalst. 

General Manager Philippe Joos: “Our adventure began 40 years ago. Since 2021, we have been part of the international Superbet group. In Belgium, we have around 300 employees who, under the leadership of local management, are responsible for our online platform with sports betting and casino games and the operation of the Napoleon Casino Knokke and 20 gaming arcades along major access roads. Our online platform was developed entirely in-house, and we remain committed to technological innovation to keep our environment secure and user-friendly.”

Technology provides protection

As a legal provider of games of chance, the company must meet a whole range of conditions and also protect the player. “A player must register with us using their identity card, both online and in the physical gaming halls. At that point, a check is carried out against the National Bank's database: people who are in debt or are not allowed to play for any other reason are refused,” says Philippe Joos. “A second security measure is that you cannot participate with a credit card. This prevents people from playing on credit.” 

The company uses technology to organise these checks and balances in the system efficiently. “Every time a player logs in, a check is performed. Players can also set limits for themselves or exclude themselves. In addition to the legal restrictions, we go one step further. For example, we use an AI tool that monitors the online gaming behaviour of our participants. If that deviates too much from the standard, we contact that player. If necessary, this can also lead to exclusion on our part. In our casino and arcades, we also have staff who monitor safe gaming behaviour,” says Joos.

Commitment to local sports fabric

As a local player, the company has made a name for itself in sports marketing and sponsorship. Marketing director Ziggy Pruvoost: “The most visible aspect of this is, of course, our shirt sponsorship of the Soudal Quick-Step cycling team and the first division football clubs Anderlecht and Essevee Zulte Waregem. Due to stricter regulations, our logo can now only appear in small format on football shirts. But we remain staunch supporters of sports sponsorship, based on our local commitment.”

“We now also offer supporters – via a separate business line – the free Napoleon Score app, with live scores and statistics from the Jupiler Pro League. This app is purely informative and has no connection whatsoever with gambling,” says Ziggy Pruvoost.  

After the coronavirus pandemic, the company decided to also support amateur clubs. “We noticed that they are finding it increasingly difficult to make ends meet financially. That is why we have already offered more than 1,000 teams free football shirts. We will continue this campaign for the 2025-2026 season. Around 500 teams will be able to wear a shirt with Napoleon Score,” says Pruvoost. “In addition, we are also allocating funds to a range of social causes such as the Levensloop Run Aalst and De Warmste Week.” 

Napoleon looks to the future with confidence. Philippe Joos: “We may not be known for it, but we are indeed a responsible technology company with ambition. We continue to invest in our platform to offer a safe, user-friendly and controlled environment for entertainment. To this end, we are still looking for new talent, who will be given the opportunity to grow. We are also looking forward to the renovation and expansion of Casino Knokke, which should be completed by 2028.”