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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 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.
On July 1, 2023, Golden Palace and Cercle Brugge teamed up in a privileged partnership deal that will span the next 4 seasons of the Belgian Pro League. In this role as principal partner to Cercle Brugge, Golden Palace will dedicate itself to Cercle's sportive and social ambitions, in the spirit of mutual trust and faith in a bright future for both parties.
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 July 1, 2022, Golden Palace started a privileged partnership with RWDM (Racing White Daring de Molenbeek). Thanks in part to the support of Golden Palace, RWDM managed to win the Challenger Pro League and the promotion to the JPL season 2023-2024. Golden Palace will keep support RWDM to ensure that it achieves the sporting success it deserves.
Since August 2024, Golden Palace Casino Sports has been the proud main partner of RFC Seraing, a historic club from the Liège region playing in the Challenger Pro League. This partnership is part of the Group's ongoing commitment to supporting the development of soccer and promoting strong values within the local community.
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.
On July 1, 2023, Golden Palace became the main partner of Lierse, for a collaboration that will run for the next 2 seasons. This privileged partnership perfectly reflects Golden Palace Casino Sports ambition to support the development of local soccer. By becoming Lierse's main sponsor, Golden Palace Casino Sports hopes to highlight the essential role that sport plays in connecting communities and inspiring future generations.
