Fifteen years may not seem like much sometimes, but it’s an eternity in the casino industry. Think of all the upheavals that have come and gone in the world since Grand Casino Brussels Viage opened in 2010. Per Jaldung, the CEO is a seasoned veteran of the European gaming business.
The honorary president of the European Casino Association since 2023, Jaldung is also a recipient of “Chief Executive of the Year” at the 2021 Global Gaming Awards. He spoke with Casino Life Publisher Peter White about his tenure at Viage, and what the casino means to its customers and employees. Per, thank you for joining us. Let’s begin with a reflection.
What does the 15th anniversary of Viage Brussels Casino mean to you, personally and professionally?
It means a great deal on both levels. Personally, it’s a moment of pride. Viage is not just a flagship venue for our group, Casinos Austria International. It’s a place that embodies connection, consistency and commitment. I’ve had the privilege of seeing this project evolve and, even from a distance, I feel connected to the people behind it, many of whom have been part of the story since Day One.
Professionally, it’s a milestone that speaks volumes. Not only has Viage stood the test of time in a highly competitive and regulated industry, but it has also continued to reinvent itself while staying rooted in the heart of Brussels. That combination of resilience and renewal is what every casino should strive for.
Image: Per Jaldung, CEO Grand Casino Brussels Viage Cutting The Commemorative 15th Anniversary Celebration Cake
When Viage opened in 2010, it brought a new vision for urban entertainment in Brussels. What was the original ambition for the venue and how has that evolved over the past 15 years?
The ambition was bold: to create a modern, urban entertainment hub that felt embedded in Brussels but connected to the world. We didn’t want to build “just a casino.” We wanted a destination that blended gaming, culture, nightlife and hospitality under one roof.
Fifteen years later, I can say that Viage has exceeded that ambition. The venue has grown into a true icon, not only through its entertainment offering, but through its community engagement, diversity and strong partnerships in the city. Its success lies in staying relevant to Brussels, to guests and to our values as a group.
As CEO of Grand Casino Brussels Viage, what does your role involve on a day-to-day basis? How do you balance the strategic leadership of the casino with ensuring high standards in day-to-day operations?
As CEO, my role is about steering the long-term vision while staying close to what matters most: people and performance. I focus on growth, innovation, and ensuring VIAGE remains competitive, both in the Belgian market and in the wider European context. At the same time, I believe in being grounded. Operational excellence doesn’t come from policies alone; it comes from people feeling empowered and clear in their purpose. That’s why I work closely with the local management and teams. Strategy and daily standards go hand in hand.
A notable achievement for Viage is the number of team members who have remained with the casino since its opening. What do you believe has contributed to such strong staff retention over the past 15 years? How important is that continuity to the overall success and culture of the venue?
The fact that 86 people have stayed with Viage for 15 years says everything. It reflects a workplace culture where people feel respected, challenged and part of something meaningful. We invest in our people but, more importantly, we listen to them. There’s a shared sense of pride and a human approach that makes Viage not just a place of work but a part of people’s lives. That continuity is gold. It means experience, trust and consistency for our guests. It builds a culture where new team members learn from those who’ve lived the values for years.
Viage has become more than just a casino. It’s a landmark in Brussels. What do you see as the key factors behind its sustained success and popularity?
I believe it’s the combination of three things. First, local roots. Viage feels like Brussels. It’s located in the heart of the city, works with local artisans and businesses, and is active in community life. There is the international perspective. The venue attracts a diverse clientele, and offers a level of service and experience that speaks to global standards. Finally, there is the cultural mix. Whether it’s poker tournaments, dinner shows, concerts or exhibitions, Viage creates reasons for people to return and feel at home. The result is loyalty. Guests feel welcome, understood and part of the energy. That’s the real magic.
How has Viage adapted to the changing landscape of land-based gaming, particularly in response to digital transformation and evolving customer expectations?
The gaming world is changing rapidly but the core desire remains the same: People want experiences that feel safe, exciting and personal. Viage has adapted by diversifying its offer, training its staff to be more customer-focused than ever and integrating technology where it adds value, not noise. We’ve also leaned into storytelling and emotional connection. Through our branding, entertainment and even responsible-gaming initiatives, we make sure the experience is not just about playing – but about belonging.
The entertainment offering at Viage is multifaceted – gaming, dining, live shows and events. How important has this integrated model been in shaping the venue’s identity?
It’s been absolutely essential. From the beginning, we wanted Viage to feel like more than a casino – a full entertainment center where everyone could find something for themselves. Whether you're coming for a poker tournament, a live ABBA dinner show or simply a good glass of wine with friends, the goal is to offer a complete experience. That integrated model allows us to stay flexible and relevant. It also brings together different audiences: locals, tourists, business groups, all under one roof. This mix has become part of Viage’s identity: open, dynamic and welcoming to all.
Looking at Viage's role within the local community, how has the casino engaged with the city of Brussels culturally and economically over the years?
Viage is very much a part of Brussels, geographically, culturally and socially. We’ve built strong, long-term partnerships with institutions like Brussels Major Events, the local hospitality sector, and with a range of artisans and creators. Economically, we employ over 275 people, with 70 percent living in Brussels. We’ve invested more than €46 million in the venue since opening and contribute around €24 million per year to society through taxes, levies and economic spin-offs. Culturally, we’ve made our space available for everything from study hall, art expos to film shoots to public city events. We’re not just in the city, we act for the city.
From your perspective, how does Viage compare to other leading casinos across Europe in terms of innovation and best practices?
Viage stands out because it balances innovation with authenticity. Many venues either over-modernise or cling too tightly to tradition. We aim for a third way, rooted in real hospitality but always pushing forward. From launching Belgium’s first in-house croupier training school to being the only Belgian casino with responsible-gaming certification from the European Casino Association, we don’t follow trends, we set standards. We also recently became the first casino in the world to receive the Queer Destination label, in collaboration with Visit Brussels. That’s a statement of values and of leadership.
Sustainability and corporate responsibility are growing priorities in the industry. How is Viage addressing these areas as it plans for the future?
Sustainability isn’t a trend for us, it’s a commitment. In the past year, we’ve launched a structured ESG roadmap, focused on environmental impact, team well-being and responsible sourcing. We achieved the EcoVadis Silver Certification in record time, placing Viage in the top seven percent of all companies assessed globally and the only casino in Belgium with that recognition. But we’re not stopping there. We’re already asking the next question: How do we reach gold? That’s the Viage mindset – we celebrate success but we don’t settle.
Viage attracts a diverse, international clientele. How has the team cultivated an experience that appeals to both local guests and global visitors?
We’ve built a team that reflects our audience: multilingual, multicultural and emotionally intelligent. The goal is always to make people feel seen and welcomed, whether they live down the street or have just landed at the airport. We train our staff more and more. It’s not about scripts, it’s about understanding people’s expectations and exceeding them in human ways. Our entertainment mix also helps with everything from live DJ sets to themed events and world-class poker events. We make sure there’s something that speaks to every guest, in every language.
The casino sector has faced considerable challenges in recent years, from regulatory changes to the impact of the pandemic. What lessons has Viage drawn from these experiences?
The biggest lesson? Resilience is built in advance. When the pandemic hit, we were able to rely on strong internal culture, trusted local relationships and transparent communication. We also learned to innovate faster, to pivot our offers, rethink our spaces and stay close to our guests even when the doors were closed. Those challenges didn’t break us, they sharpened us. We came out of it stronger, more connected and even more focused on what really matters: people, safety and purpose.
Responsible gaming remains a cornerstone of modern casino operations. Can you share how Viage has strengthened its responsible-gaming framework in recent years?
We take our responsibility to players and to society extremely seriously. At Viage, responsible gaming isn’t just a department; it’s a culture. Every team member receives training, from the front line to leadership, to ensure early intervention, respectful communication and informed guidance.
We’re proud to be the only casino in Belgium certified by the European Casino Association for Responsible Gaming. It’s not just a label, it’s a reflection of the way we operate: transparent, ethical and always guest-focused. We’ve also invested in tools and partnerships that help us stay ahead of best practices, ensuring that entertainment never comes at the expense of well-being. Staff retention and training are key to delivering a quality customer experience.
What strategies has Viage employed to build and sustain a strong team culture?
We’ve always believed that if you take care of your people, they’ll take care of your guests. That’s been at the heart of our strategy for building a strong team culture. We invest not only in skills, but in personal growth. New hires are supported through structured onboarding and cross-departmental learning. At the same time, we actively promote from within giving our team members real career paths inside the business. Many of our colleagues started in entry-level roles and have since grown into management or specialist positions. That kind of upward mobility sends a clear message: When you commit to Viage, Viage commits to you. This long-term, people-first approach has helped us maintain continuity, team spirit and a strong sense of purpose, all of which directly impact the guest experience.
With 15 years of achievement behind you, what are some of the upcoming developments or projects we can expect from Viage in the near future?
We’re already preparing for what’s next. Our goal is to further elevate the Viage rooftop experience with seasonal pop-ups that bring in new audiences. We’re also expanding our partnerships with local cultural institutions (from art exhibitions to music nights), ensuring that VIAGE remains a hub for creativity in Brussels.
On the operational side, we’re continuously updating and expanding our gaming offer, refining our digital tools and preparing for new environmental benchmarks as we set our sights on EcoVadis Gold Certification. Whatever we do next, it will be done with the same spirit: deeply rooted in Brussels and boldly looking forward.
In your opinion, what does the future hold for the land-based casino sector in Europe – and how is Viage positioning itself within that vision?
The future of land-based casinos isn’t about resisting change, it’s about embracing purpose. Casinos will need to be more than gaming floors: They’ll be entertainment centers, cultural venues and social spaces. Viage is already there. We’ve shown that a casino can offer world-class gaming and local storytelling, international standards and deep community ties. We’re investing in sustainability, inclusivity and experience design, because we know that guests don’t just want to play; they want to feel something.
Lastly, the future of the land-based casino industry is also very dependent on its regulatory frameworks. We need a fair and reasonable regulatory environment to operate in. It needs to be predictable as well. In some jurisdictions, overly rigid and far-reaching regulatory ambitions have killed the licensed, legal operations. This is giving up the market to organized crime and illegal gambling offers. There needs to be a balance and regulatory decisions should be based on risk and science. The land-based casino will thrive if it remains human, responsible, rooted in place and focused on the customers. That’s Viage’s blueprint.
Lastly, what message would you like to share with your guests, staff and partners as Viage celebrates this important anniversary?
Thank you. To our staff for your loyalty, heart and excellence. To our partners for believing in our journey and growing with us. And to our guests for trusting us, for returning and for making Viage what it is. Fifteen years is a milestone. But it’s also a beginning. We’re proud of what we’ve built – and excited for what comes next. From the heart of Brussels, with gratitude and ambition, we say: Here’s to the next chapter.
The Casino Life Magazine team extends its sincere thanks to Per Jaldung CEO, and the Siham Makrache, Marketing & Communications Director at The Grand Casino Brussels Viage for their valued assistance and cooperation in facilitating this exclusive feature interview.
***This exclusive feature interview was originally published in Casino Life Magazines May 2025 edition Issue 177***
