Golden Palace Bids for Brussels Viage Casino Concession
Golden Palace Submits Bid for Brussels Viage Casino Concession – 30 Million Euro Investment Planned as License Expires
Key Takeaways
- Golden Palace has submitted a bid to take over the 15-year concession for Brussels’ Viage casino, which expires on December 31.
- The company plans to invest 30 million euros in redeveloping the property if selected.
- The concession includes a gaming license for operating the casino.
- Viage generated 52.45 million euros in gross gaming revenue in 2023, ranking first among Belgium’s nine casinos.
- Multiple operators, including Viage, Star Casino, Napoleon Games, Ardent Group and Infiniti, have applied for the concession.
Golden Palace Seeks Entry into Belgian Casino Market
Golden Palace has announced that it is bidding for the concession to operate the Viage casino in central Brussels. The current 15-year concession expires on December 31, and the City of Brussels launched a public tender process in May.
If selected, the project would mark Golden Palace’s first casino operation in Belgium. While the company is active in the gaming sector, it does not currently operate a casino in its home market. The concession under tender includes a gaming license, meaning the successful applicant would secure both operational control of the property and the regulatory authorization to run casino activities.
For users of land based and online gaming services in Belgium, the outcome of the tender could influence the competitive landscape among licensed operators, particularly given the scale of the Viage property within the national market.
30 Million Euro Redevelopment Plan for Viage Site
Golden Palace has stated that it intends to invest 30 million euros in the redevelopment of the Viage casino if it wins the concession. According to the company, the project would extend beyond maintaining current casino operations.
Massimo Menegalli, CEO of Golden Palace, said the group aims to transform the existing venue into a broader entertainment complex. The concept includes combining gaming with culture, gastronomy, events and tourism within the pedestrian zone in central Brussels.
The proposed redevelopment would take place under a 15-year concession. The financial commitment outlined in the bid is tied directly to the award of that concession and the associated gaming license.
Strong Competition for Brussels Casino License
Golden Palace faces significant competition in the tender process. The current operator, Viage, is a subsidiary of Casinos Austria International and has applied to renew its license.
Other confirmed applicants include Star Casino, based in Chaudfontaine, and Napoleon Games, which operates the casino in Knokke-le-Zoute. The Ardent Group, parent company of Circus Casino and Gaming1, has also reportedly submitted an application. Ardent operates gaming establishments in Spa and Namur and runs nine venues in France through its subsidiary Circus Casino France.
Infiniti, which operates two casinos in Belgium and two in France, is also reported to have entered the bidding process.
The number of applicants reflects the commercial importance of the Brussels concession. For operators, securing the Viage license would mean control of the highest grossing casino property in Belgium based on the most recent available figures.
Viage Leads Belgian Casino Market by Revenue
According to the latest year accounted for by the Belgian Gambling Commission, Viage generated 52.45 million euros in gross gaming revenue in 2023. This made it the top performing casino among Belgium’s nine licensed gaming establishments.
The venue accounted for 37.48 percent of the country’s total casino gaming revenue during that year. This share underlines the concentration of revenue within the Belgian land based casino sector and highlights why the Brussels concession has attracted multiple bids.
For international readers monitoring regulated gaming markets, these figures illustrate the relative size of Belgium’s casino industry and the strategic relevance of a single urban property within that framework.
International Expansion Activity Among Bidders
Several of the companies involved in the bidding process also operate casinos outside Belgium. Golden Palace is expected to operate four casinos in France by the end of 2026. Ardent Group runs nine venues in France through Circus Casino France. Infiniti operates properties in both Belgium and France.
This cross border activity shows that the Brussels concession is being contested by operators with experience in multiple regulated European markets. The award decision will determine which group controls a leading asset in Belgium’s casino segment for the next 15 years.
Our Assessment
The expiration of the Viage concession at the end of December has triggered a competitive tender process involving several established gaming operators. Golden Palace has positioned its bid around a 30 million euro redevelopment plan and entry into the Belgian casino market. With Viage accounting for 52.45 million euros in gross gaming revenue and 37.48 percent of national casino revenue in 2023, the outcome of the concession will shape the structure of Belgium’s land based casino sector for the duration of the next 15-year license period.
