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The Golden Palace Group has become a major player in the Belgian gaming industry and has diversified its activities over the years.
The Group has also developed a Real Estate division, enabling it to pursue its diversity strategy whilst remaining in a reliable field.
Above all, Golden Palace is the story of a family. The adventure began in 1963, when Mario Menegalli arrived in Belgium with a slot machine on the roof of his car. He installed it in a café and the machine quickly became a great success. Sensing a real opportunity, he decided to import and install dozens more. GAA (General Automatic Amusement) was born. Part of the company's aim was to sell, as well as to rent, maintain and repair gaming machines.
For 25 years, the company has sold and operated machines throughout Belgium and all over the world.
In the early 1990s, Mario Menegalli's children, Daniela and Massimo, joined the company. Together, the family opened the first gaming room in the heart of Brussels, on rue Marché au Charbon in 1992. In those days, the gaming room was called "Golden Nuggets", referencing the famous Las Vegas casino. As the company grew and increasingly became famous, its name was changed to Golden Palace.
The determination, hard work, insight and, above all, passion of the Menegalli family, enabled them to become the head of the largest gaming arcade park in Belgium. Currently, the group operates no less than 45 gaming room licences.
Twenty years after the opening of the first gaming room, the company launched its online gambling and sports betting site, respectively, under B+ (games) and F+ (betting) licences. The website www. goldenpalace.be was the first legal operator to obtain an operating licence in Belgium. Its online offer quickly expanded to include casino games, under A+ licence.
The brand has now crossed borders and has been operating the French Casino in Boulogne-sur-Mer since 2019. Golden Palace offers a modern gaming experience in an entertaining and sophisticated environment. With a popular themed restaurant and an events room, the Casino has become a benchmark in the local culture and entertainment scene.
In 2020, faced with the COVID-19 pandemic, the Group confirmed its fundamental commitments and its sense of responsibility by creating GMS (Golden Medical System).
GMS is investing in an industrial machine and has installed a production line for surgical masks in Brussels. These masks, manufactured in Belgium with exclusively European materials, are available to its establishments and to all of its partners. Golden Palace also takes its social responsibilities seriously by offering thousands of masks to associations and organisations in need, thereby helping vulnerable populations.
Keeping to its core values of having close relationships and its 100% Belgian roots, the Golden Palace Group has acquired the "Press Shop" and "Relay" shop networks in 2022. Through this acquisition, the company entered the convenience store market and now has 175 bookstores across Belgium.
Golden Palace also has 600 employees, making the company a significant economic player. Through family spirit and by respecting fundamental values, the human being is placed at the centre of the company's many activities. The organisation is also committed to a continuous training programme, which allows employees to progress within the company.
Golden Palace is built around 4 fundamental and non-negotiable values:
Golden Palace stays true to its family roots and looks after the well-being of its customers and guests. By offering them comfort and security, they can enjoy a fulfilling gaming experience. The company also surrounds its employees with this same benevolence.
Taking care of the customer is a core value within the company. Particular attention is paid to the atmosphere of the Group's establishments in order to provide an elegant and refined setting, right down to the smallest detail: ergonomics, comfort, tasteful decoration, the variety on offer, a pleasing sensory ambiance, and so on. The machines are carefully checked and maintained. Clients are cared for by attentive and professional staff. Golden Palace also makes every effort to ensure that its employees feel fulfilled in a caring work atmosphere.
Above all, Golden Palace wants to be close to its employees, partners, and customers.
Casino games are popular entertainment. By claiming this culture, the company wants to make its rooms affordable and accessible to as many people as possible. This approach has made the Golden Palace rooms famous, and customers are always happy to walk through their doors.
These close partnerships also make it possible to create a solid and lasting relationship within all of the Group's employees and partners.
The mixture of excitement and joy felt by its customers is the very essence of the Group's gaming offer. Everything is organised to create this moment of euphoria where, with chance at work, the customer can enjoy an exceptional gaming experience in a safe and secure environment.
Bringing enjoyment to the players is one of the foundations of Golden Palace and the company has channelled this into all of its activities.
Golden Palace has nearly 60 years of experience, 45 gaming rooms in Belgium, 5 betting agencies, a casino in France, an online gaming and sports betting website, 175 press outlets, and a unique spare parts store in Belgium.
Golden Palace has established itself as the leading class B casino in Belgium. Its 45 gaming rooms are located across Wallonia, Flanders, and Brussels. Numerous games, such as electronic roulette and even slot machines, are offered in an elegant and friendly setting.
Guests can also enjoy refreshments and snacks. However, contrary to popular belief, alcohol is not allowed.
The casino gaming rooms are accessible for those who are 21 years old and over.
Since 2012, the Gaming Commission has granted a permanent B+ licence to the online gaming site www.goldenpalace.be. Once again, the Group is a pioneer, as it is the first legal operator to obtain an operating licence in Belgium.
Thanks to the wide range of games and bets, and the user-friendliness of the website, www.goldenpalace.be has been a huge success and simply cannot be ignored today.
Users can find their favourite games at any time and, depending on their preferences, other games will be recommended.
Once again, Golden Palace continues its innovation by offering Live Casino in 2015. This concept, which was still relatively unknown at the time, is halfway between an online casino and a traditional casino. Live Casino is played online but offers players real roulette, blackjack, and poker tables. The game is played live, allowing players to interact directly with the dealer and follow the live video. Golden Palace then launched the first Belgian Live Casino studio for B+ games with animation in French and Dutch by Belgian presenters!
The range of games is open to everyone over the age of 21 (and over the age of 18 for sports betting), regardless of the amount invested. Each player subscription requires registration and verification of identity data beforehand.
The Golden Palace betting shops invite players to bet on all live or upcoming sporting events. These shops are located in St-Ghislain, Aubange, Pecq, Wavre, and Ostend.
Betting terminals, available in bookshops, offer a simple and highly secure service. They ensure the best odds on the market as well as the most complete and varied betting offer.
Finally, betting is also available online and offers a wide choice of events, sports, and eSports on the Belgian market. Any player can freely develop their betting strategies in order to obtain perfect combinations for an even bigger win.
Betting is accessible by smartphone without prior download or installation.
Sports betting is available from the age of 18.
The Boulogne-sur-Mer casino is equipped with state-of-the-art machines.
87 slot machines are available, as well as 20 electronic roulette machines, 1 blackjack table, 1 Ultimate Poker table, and 1 Boule 2000 table.
The casino's gaming room is accessible to all those over the age of 18.
Players can enjoy the bar and especially the bistronomic restaurant "Mon Cousin Belge" which has a friendly and contemporary atmosphere.
An events hall "La Grand'Place" regularly hosts cultural events, concerts, shows, etc.
A real place of leisure, the Boulogne-sur-Mer casino is destined to become the benchmark for entertainment in the broadest sense of the word in this region of France.
With a view to continuous innovation and improvement, the Boulogne-sur-Mer casino has a surprise in store for you... To be continued!
The Golden Palace Group has become a major player in the Belgian gaming industry and has diversified its activities over the years.
The Group has also developed a Real Estate division, enabling it to pursue its diversity strategy whilst remaining in a reliable field.
Above all, Golden Palace is the story of a family. The adventure began in 1963, when Mario Menegalli arrived in Belgium with a slot machine on the roof of his car. He installed it in a café and the machine quickly became a great success. Sensing a real opportunity, he decided to import and install dozens more. GAA (General Automatic Amusement) was born. Part of the company's aim was to sell, as well as to rent, maintain and repair gaming machines.
For 25 years, the company has sold and operated machines throughout Belgium and all over the world.
In the early 1990s, Mario Menegalli's children, Daniela and Massimo, joined the company. Together, the family opened the first gaming room in the heart of Brussels, on rue Marché au Charbon in 1992. In those days, the gaming room was called "Golden Nuggets", referencing the famous Las Vegas casino. As the company grew and increasingly became famous, its name was changed to Golden Palace.
The determination, hard work, insight and, above all, passion of the Menegalli family, enabled them to become the head of the largest gaming arcade park in Belgium. Currently, the group operates no less than 45 gaming room licences.
Twenty years after the opening of the first gaming room, the company launched its online gambling and sports betting site, respectively, under B+ (games) and F+ (betting) licences. The website www. goldenpalace.be was the first legal operator to obtain an operating licence in Belgium. Its online offer quickly expanded to include casino games, under A+ licence.
The brand has now crossed borders and has been operating the French Casino in Boulogne-sur-Mer since 2019. Golden Palace offers a modern gaming experience in an entertaining and sophisticated environment. With a popular themed restaurant and an events room, the Casino has become a benchmark in the local culture and entertainment scene.
In 2020, faced with the COVID-19 pandemic, the Group confirmed its fundamental commitments and its sense of responsibility by creating GMS (Golden Medical System).
GMS is investing in an industrial machine and has installed a production line for surgical masks in Brussels. These masks, manufactured in Belgium with exclusively European materials, are available to its establishments and to all of its partners. Golden Palace also takes its social responsibilities seriously by offering thousands of masks to associations and organisations in need, thereby helping vulnerable populations.
Keeping to its core values of having close relationships and its 100% Belgian roots, the Golden Palace Group has acquired the "Press Shop" and "Relay" shop networks in 2022. Through this acquisition, the company entered the convenience store market and now has 175 bookstores across Belgium.
Golden Palace also has 600 employees, making the company a significant economic player. Through family spirit and by respecting fundamental values, the human being is placed at the centre of the company's many activities. The organisation is also committed to a continuous training programme, which allows employees to progress within the company.
Golden Palace is built around 4 fundamental and non-negotiable values:
Golden Palace stays true to its family roots and looks after the well-being of its customers and guests. By offering them comfort and security, they can enjoy a fulfilling gaming experience. The company also surrounds its employees with this same benevolence.
Taking care of the customer is a core value within the company. Particular attention is paid to the atmosphere of the Group's establishments in order to provide an elegant and refined setting, right down to the smallest detail: ergonomics, comfort, tasteful decoration, the variety on offer, a pleasing sensory ambiance, and so on. The machines are carefully checked and maintained. Clients are cared for by attentive and professional staff. Golden Palace also makes every effort to ensure that its employees feel fulfilled in a caring work atmosphere.
Above all, Golden Palace wants to be close to its employees, partners, and customers.
Casino games are popular entertainment. By claiming this culture, the company wants to make its rooms affordable and accessible to as many people as possible. This approach has made the Golden Palace rooms famous, and customers are always happy to walk through their doors.
These close partnerships also make it possible to create a solid and lasting relationship within all of the Group's employees and partners.
The mixture of excitement and joy felt by its customers is the very essence of the Group's gaming offer. Everything is organised to create this moment of euphoria where, with chance at work, the customer can enjoy an exceptional gaming experience in a safe and secure environment.
Bringing enjoyment to the players is one of the foundations of Golden Palace and the company has channelled this into all of its activities.
Golden Palace has nearly 60 years of experience, 45 gaming rooms in Belgium, 5 betting agencies, a casino in France, an online gaming and sports betting website, 175 press outlets, and a unique spare parts store in Belgium.
Golden Palace has established itself as the leading class B casino in Belgium. Its 45 gaming rooms are located across Wallonia, Flanders, and Brussels. Numerous games, such as electronic roulette and even slot machines, are offered in an elegant and friendly setting.
Guests can also enjoy refreshments and snacks. However, contrary to popular belief, alcohol is not allowed.
The casino gaming rooms are accessible for those who are 21 years old and over.
Since 2012, the Gaming Commission has granted a permanent B+ licence to the online gaming site www.goldenpalace.be. Once again, the Group is a pioneer, as it is the first legal operator to obtain an operating licence in Belgium.
Thanks to the wide range of games and bets, and the user-friendliness of the website, www.goldenpalace.be has been a huge success and simply cannot be ignored today.
Users can find their favourite games at any time and, depending on their preferences, other games will be recommended.
Once again, Golden Palace continues its innovation by offering Live Casino in 2015. This concept, which was still relatively unknown at the time, is halfway between an online casino and a traditional casino. Live Casino is played online but offers players real roulette, blackjack, and poker tables. The game is played live, allowing players to interact directly with the dealer and follow the live video. Golden Palace then launched the first Belgian Live Casino studio for B+ games with animation in French and Dutch by Belgian presenters!
The range of games is open to everyone over the age of 21 (and over the age of 18 for sports betting), regardless of the amount invested. Each player subscription requires registration and verification of identity data beforehand.
The Golden Palace betting shops invite players to bet on all live or upcoming sporting events. These shops are located in St-Ghislain, Aubange, Pecq, Wavre, and Ostend.
Betting terminals, available in bookshops, offer a simple and highly secure service. They ensure the best odds on the market as well as the most complete and varied betting offer.
Finally, betting is also available online and offers a wide choice of events, sports, and eSports on the Belgian market. Any player can freely develop their betting strategies in order to obtain perfect combinations for an even bigger win.
Betting is accessible by smartphone without prior download or installation.
Sports betting is available from the age of 18.
The Boulogne-sur-Mer casino is equipped with state-of-the-art machines.
87 slot machines are available, as well as 20 electronic roulette machines, 1 blackjack table, 1 Ultimate Poker table, and 1 Boule 2000 table.
The casino's gaming room is accessible to all those over the age of 18.
Players can enjoy the bar and especially the bistronomic restaurant "Mon Cousin Belge" which has a friendly and contemporary atmosphere.
An events hall "La Grand'Place" regularly hosts cultural events, concerts, shows, etc.
A real place of leisure, the Boulogne-sur-Mer casino is destined to become the benchmark for entertainment in the broadest sense of the word in this region of France.
With a view to continuous innovation and improvement, the Boulogne-sur-Mer casino has a surprise in store for you... To be continued!
Golden Palace pays particular attention to its CSR (Corporate Social Responsibility) policy. Since its creation, Golden Palace has been a committed local player.
As an important economic contender in Belgium, Golden Palace has a duty to play an active role in society. From the beginning, the company has been involved in the local community and has supported various charitable activities.
In the wake of its casinos and halls, Golden Palace organises events, such as sports sponsorships, the profits of which are donated to associations. Each year, nearly €40,000 is raised for local non-profit organisations.
In addition, the company has developed a training policy for its 600 employees and for those who will join the group in the future. These training courses are based on the desire to build a lasting relationship and to allow everyone to evolve according to their needs and desires.
Faced with the Covid-19 pandemic, the Group created GMS (Golden Medical Service) and invested from April 2020 in an industrial machine for the production of health protection masks. The masks produced are distributed free of charge within Golden Palace establishments and to all of its partners.
For several years now, the company has been collaborating with “Le Resto du cœur de Laeken” to which it brings its collection for the Shoe-Box organisation and to which it donates unsold food from the rooms.
For 2022, Golden Palace has created a CSR Committee with its volunteer employees. This committee welcomes everyone's ideas or projects to further improve the well-being of both the Group's employees and customers.
In parallel with the initiatives regularly carried out at a local level, the Group wishes to become more involved by organising team building exercises with a charitable component that will collect donations for associations.
Golden Palace wishes to look to the future and go even further by completing its CSR policy and actions. Naturally, these social and corporate initiatives will continue to evolve to best reflect the social commitment of the Golden Palace Group.
Just like games of chance, sports evoke strong passions. Golden Palace has always taken a keen interest in the world of sports and is proud to be associated with various projects in this sector.
As privileged partners, the Group takes part in the Belgian sports scene.
KV Mechelen and Golden Palace have had a strong bond since 2018. The sponsorship contract of the first division club has been extended for the next 3 seasons in June 2022. This is an opportunity for Golden Palace to continue supporting the sporting objectives and social ambitions of KV Mechelen.
On 1 July 2022, Golden Palace started a privileged partnership with RWDM (Racing White Daring de Molenbeek). This is the first time Golden Palace has sponsored a Brussels football team. Golden Palace will support the RWDM in every way possible to ensure that they achieve the sporting success they deserve.
Since mid-August 2022, Golden Palace has been a proud sponsor of RAAL (Royale Association Athlétique Louviéroise), the traditional club of the city of La Louvière. Golden Palace will stand by the Wolves of the green and white club for 3 seasons to help them climb the ladder to the first division of Belgian football.
The Antwerp Giants, the winners of the Belgian basketball cup numerous times, and Golden Palace allow fans to win fantastic prizes such as tickets, VIP experiences, autographed basketballs...
Golden Palace, sponsor of the Spirou de Charleroi, offers VIP tickets, backstage passes, meetings with the players, free entry tickets, etc.
Since 2014, Golden Palace has been the main sponsor of the Charlemagne & VHC VHRS National Rally. This year, the 31st edition of the rally, organised by ASA 59 Hautmont and Genesis Sport, league of Hauts de France, will take place from September 30th to October 2nd.
For several years, Golden Palace has been collaborating with Les Restos du Cœur de Laeken - Les Colis du Cœur by donating unsold items from its gaming rooms and delivering food boxes for the end-of-year "Shoe-box" activity.
In 2022, we strengthened this collaboration by offering them all the funds raised during our CSR Month of Sports event in May.
KV Mechelen and Golden Palace have had a strong bond since 2018. The sponsorship contract of the first division club has been extended for the next 3 seasons in June 2022. This is an opportunity for Golden Palace to continue supporting the sporting objectives and social ambitions of KV Mechelen.
On 1 July 2022, Golden Palace started a privileged partnership with RWDM (Racing White Daring de Molenbeek). This is the first time Golden Palace has sponsored a Brussels football team. Golden Palace will support the RWDM in every way possible to ensure that they achieve the sporting success they deserve.
Since mid-August 2022, Golden Palace has been a proud sponsor of RAAL (Royale Association Athlétique Louviéroise), the traditional club of the city of La Louvière. Golden Palace will stand by the Wolves of the green and white club for 3 seasons to help them climb the ladder to the first division of Belgian football.
The Antwerp Giants, the winners of the Belgian basketball cup numerous times, and Golden Palace allow fans to win fantastic prizes such as tickets, VIP experiences, autographed basketballs...
Golden Palace, sponsor of the Spirou de Charleroi, offers VIP tickets, backstage passes, meetings with the players, free entry tickets, etc.
Since 2014, Golden Palace has been the main sponsor of the Charlemagne & VHC VHRS National Rally. This year, the 31st edition of the rally, organised by ASA 59 Hautmont and Genesis Sport, league of Hauts de France, will take place from September 30th to October 2nd.
For several years, Golden Palace has been collaborating with Les Restos du Cœur de Laeken - Les Colis du Cœur by donating unsold items from its gaming rooms and delivering food boxes for the end-of-year "Shoe-box" activity.
In 2022, we strengthened this collaboration by offering them all the funds raised during our CSR Month of Sports event in May.
While games of chance provide excitement, joy, and sometimes even euphoria, it can also be addictive. Golden Palace promotes a responsible and committed vision of entertainment within the company. The group has always been particularly attentive to this phenomenon and has put in place numerous means to anticipate any risk.
Gaming room staff are trained to detect and deal with risky behaviour. In order to guarantee the safety of the players, the staff (online or in rooms) have received all the necessary information to anticipate any loss of control. They also have the resources to communicate effectively, should a problem arise.
The group is also an active and founding member of the Belgian Association of Gaming Operators (BAGO). This association includes the five largest companies in the Belgian private gaming sector. It aims to play a pioneering role in safe and responsible gambling. Its mission is also to preserve the economic viability of the gambling sector and to maintain the attractiveness of the private sector in the face of illegal gambling. Finally, it serves as an interlocutor for the public authorities and the community.
BAGO members have made a significant donation to academic research on safe and responsible gambling behaviours. These funds will enable the team of Professor Xavier Noël, psychologist and researcher at the Faculty of Medicine and teacher at the Faculty of Psychology (ULB), to conduct research on risky behaviours and their prevention.
"By funding this scientific research ourselves, we are filling a gap," Massimo Menegalli explains. Massimo is a member of the BAGO board of directors and CEO of the Golden Palace group. "In the past, Belgian gambling policy could not rely sufficiently on scientific facts. We have long recommended that part of the annual contributions from private operators to the operation of the Gaming Commission be used to fund research. With this in mind, we decided to take the lead."
As an active member of BAGO, Golden Palace is committed to protecting gamblers and groups of vulnerable people. That is why the company joined the awareness and mobilisation action programme. The "We take gambling very seriously" media campaign attests to this.
Access to rooms and betting is prohibited for people younger than 18 years. Entry to land-based or online gambling rooms is only permitted from the age of 21.
Thanks to a strict control policy, those people identified as vulnerable will be denied access. These are people who are excluded at their own request (self-exclusion), people excluded by the Gaming Commission or people in a particular profession.
Enabling customers to play in complete confidence and safety is one of Golden Palace's top priorities. This is why we have put in place various protective measures:
Whenever a player feels the need, they can easily take a step back and stop playing temporarily. Golden Palace supports this initiative by offering the possibility of self-exclusion from games.
At any time, it is possible for a player to ask for assistance. Various support platforms are available on the online gaming site.
The group is also an active and founding member of the Belgian Association of Gaming Operators (BAGO). This association includes the five largest companies in the Belgian private gaming sector. It aims to play a pioneering role in safe and responsible gambling. Its mission is also to preserve the economic viability of the gambling sector and to maintain the attractiveness of the private sector in the face of illegal gambling. Finally, it serves as an interlocutor for the public authorities and the community.
BAGO members have made a significant donation to academic research on safe and responsible gambling behaviours. These funds will enable the team of Professor Xavier Noël, psychologist and researcher at the Faculty of Medicine and teacher at the Faculty of Psychology (ULB), to conduct research on risky behaviours and their prevention.
"By funding this scientific research ourselves, we are filling a gap," Massimo Menegalli explains. Massimo is a member of the BAGO board of directors and CEO of the Golden Palace group. "In the past, Belgian gambling policy could not rely sufficiently on scientific facts. We have long recommended that part of the annual contributions from private operators to the operation of the Gaming Commission be used to fund research. With this in mind, we decided to take the lead."
As an active member of BAGO, Golden Palace is committed to protecting gamblers and groups of vulnerable people. That is why the company joined the awareness and mobilisation action programme. The "We take gambling very seriously" media campaign attests to this.
Access to rooms and betting is prohibited for people younger than 18 years. Entry to land-based or online gambling rooms is only permitted from the age of 21.
Thanks to a strict control policy, those people identified as vulnerable will be denied access. These are people who are excluded at their own request (self-exclusion), people excluded by the Gaming Commission or people in a particular profession.
Enabling customers to play in complete confidence and safety is one of Golden Palace's top priorities. This is why we have put in place various protective measures:
Whenever a player feels the need, they can easily take a step back and stop playing temporarily. Golden Palace supports this initiative by offering the possibility of self-exclusion from games.
At any time, it is possible for a player to ask for assistance. Various support platforms are available on the online gaming site.
