Summary
How a Belgian gaming company used a national reputation study to assess public and stakeholder perceptions, address legitimacy challenges, and develop a communication and public affairs strategy focused on responsibility, governance, and trust.
The Challange
Operating in the betting and gaming sector presents a specific reputational challenge. Gambling is often perceived as a “guilty pleasure”, and public interaction with gaming brands does not always translate into awareness of the company behind them or its responsibilities.
For Napoleon Games, this raised several strategic questions:
- How is the company perceived by the general public and by key stakeholders?
- Where are the main gaps in legitimacy, governance, and responsible conduct?
- How can communication support a more transparent and responsible position in the Belgian gaming landscape?
The objective was to strengthen Napoleon Games’ positioning as a legitimate and official Belgian company, a responsible gaming operator, and an innovative employer — while clearly distancing itself from illegal and unethical practices in the sector.
The Approach
Insticom conducted a structured reputation study combining quantitative and qualitative research.
The study was built on the Insticom Reputation Mix, which evaluates corporate reputation across key dimensions such as:
- Performance and products
- Governance and leadership
- Workplace and employer image
- Citizenship and societal role
The ambition was not only to measure reputation, but to translate insights into a concrete communication and public affairs strategy.
Research & Activities
The project consisted of three complementary research streams:
1. National Public Opinion Research
A Belgian-wide study measuring awareness, usage, future consideration, and perceptions across key reputation drivers. Results were segmented by demographic groups, as well as by players and non-players, to understand differing expectations and concerns.
2. Stakeholder Research
In-depth, face-to-face interviews with journalists, political actors, and other opinion leaders. These conversations focused on governance, legitimacy, citizenship, and the perceived role of a gaming operator in Belgian society.
3. Strategic Translation
Research insights were translated into a two-way communication strategy, linking reputation management with proactive media relations and public affairs.
Strategic Outcomes
Based on the findings, Insticom developed a structured communication roadmap with several focus areas:
• Legitimacy & Governance
Clear positioning of Napoleon Games as a transparent, regulated Belgian operator, with increased visibility around governance principles and ethical standards.
• Responsible Gambling & Citizenship
A large-scale communication effort addressing illegal gambling and sector malpractices, combined with a strong emphasis on responsible play and support mechanisms.
• Public Affairs & Media Relations
Proactive engagement with journalists and policymakers through transparent, fact-based communication, positioning the company as a constructive and knowledgeable voice in the sector.
• Employer Branding
A dedicated track highlighting innovation, technology, and workplace quality, aimed at strengthening Napoleon Games’ profile as an attractive and responsible employer.
The communication mix followed the PESO model, integrating owned, earned, shared, and paid media. Particular attention was given to transforming the corporate website into a platform that clearly communicated values, a code of conduct, and points of contact for people seeking help.
Results
The reputation study confirmed that societal legitimacy and responsible conduct were critical areas for improvement. It also highlighted the importance of transparency, clear positioning, and visible commitment to social responsibility.
As a result, Napoleon Games gained:
- A clear understanding of how it is perceived by the public and key stakeholders
- A structured roadmap for reputation management and public affairs
- Stronger foundations for communicating responsibility, governance, and legitimacy over the long term
Rather than a one-off intervention, the study provided a durable framework for navigating reputational challenges in a highly regulated and socially sensitive sector.
