VIAGE: Culture, Community and Continuity
Marking its 15th anniversary, Per Jaldung, CEO VIAGE, reflects on the casino’s evolution from a gaming venue into a cultural cornerstone – honouring long-serving staff, championing innovation, and reaffirming its deep ties to Brussels’ social and economic fabric.
Per, looking back, what would you say are VIAGE’s proudest achievements?
Our proudest achievement isn’t a single moment, it’s the continuity of purpose. Over the years, VIAGE has become more than just a casino. We’ve evolved into a cultural and economic pillar in the heart of Brussels. Whether welcoming international guests, creating meaningful long-term jobs, or partnering with local artisans and institutions, we’re proud to be part of the city’s rhythm.
How has the casino evolved since its opening in terms of design, gaming offering, and customer experience?
Since opening, VIAGE has continuously transformed, not only in terms of design and layout but also in how we anticipate the changing needs of our visitors. Our gaming floor has adapted to offer more digital experiences, international games, and themed events. We’ve also invested in guest flow, comfort, and atmosphere ensuring that our customer experience is as immersive and elegant as it is exciting.
What role has VIAGE played in shaping Brussels’ entertainment and nightlife scene over the past two decades?
Located in the pedestrian zone at the heart of Brussels, VIAGE helped bring high-end entertainment back into the city centre. From concerts to immersive shows and major public events, we’ve consistently contributed to the city’s cultural energy. Many of our international guests travel specifically to attend poker events, dinner shows, or concerts and that traffic benefits the whole local economy, including hotels, taxis, restaurants and small businesses.
Can you tell us about the key highlights of VIAGE’s 15th anniversary celebration? Any standout events or guests?
Our anniversary celebration reflected everything we stand for culture, collaboration, and connection. It combined live speeches, videos, and surprise acts to keep a rhythm of suspense and emotion throughout the evening. We honoured our 86 long-term staff members with custom silver pins created by a Brussels jeweller, celebrated our partnerships with local creators, and welcomed voices from the public sector, tourism, and the entertainment world. It was about meaningful presence.
What message do you hope to share with your players and community through this milestone?
That VIAGE is here to stay and that it was built with them, for them. We wanted to celebrate the people and the city that have made us what we are. This milestone was our chance to say thank you to staff, partners, players, and the city of Brussels for growing with us over the years.
How have your staff and long-term partners contributed to this journey—and are any being recognised during the celebrations?
Absolutely. Our staff is our greatest asset. 86 of them have been with us for over 15 years and many more for nearly as long. They are the face of VIAGE, every day. We honoured them with a symbolic gift and by sharing their stories on stage and through video. We also featured testimonials from long-standing partners, hoteliers, city event directors, and local entrepreneurs, who’ve walked this road with us.
How has the gaming floor changed over time to reflect shifting player trends and technologies?
We’ve moved from a traditional floor to a dynamic, hybrid experience. Players today expect more than just games, they want atmosphere, interaction, and personalisation. We’ve added more tables games, new slot machines, a 24h zone and integrated entertainment. Our focus is now on flexibility and energy.
What new features or innovations have been introduced recently?
We’ve recently upgraded to new jackpot systems, expanded our poker offering, and introduced gamified experiences for younger adult audiences. We’re also exploring immersive formats where digital storytelling, themed décor, and gamification blend into one seamless experience. Innovation for us also includes responsibility: we’re proud to be the only casino in Belgium certified by the European Casino Association for Responsible Gaming, and recently received the EcoVadis Silver label for sustainability. We’re also the first casino in the world to be awarded the Queer Destination Label. Diversity & hospitality are very important for us.
How does VIAGE connect with the local community in Brussels – whether through events, partnerships, or responsible gaming?
We’ve always believed that being in the city centre comes with responsibility. That’s why we work closely with the City of Brussels and local institutions on major public events. We’ve opened our venue for community use, supported local artists and producers, and hosted exhibitions and cultural evenings. Our responsible gaming program and our sustainability certifications also show that we aim to lead by example, not just in entertainment, but in how we do business.
How do you see VIAGE’s identity within the broader European casino landscape? What sets it apart?
We’re not the biggest casino in Europe, but we may be one of the most connected emotionally, culturally, and economically. Our strength lies in our human scale, our location, and our philosophy: to be rooted in Brussels, open to the world. We blend hospitality, gaming, dining, and culture in one elegant, accessible package. And we do it with heart.
What does the next decade look like for VIAGE? Are there plans for expansion, renovation, or new experiences?
We are absolutely looking forward. In the coming years we will focus on smart innovation and sustainable hospitality. We aim to upgrade our guest experience through new technologies, diversify our event offering, and further strengthen our ESG efforts. More collaboration with Brussels artists and entrepreneurs is also on the roadmap. We want to remain the place where culture and entertainment meet, and where every visit feels personal.
If you could describe the next 15 years of VIAGE in one word, what would it be – and why?
Alive. Because VIAGE is not just a brand, it’s a living story made up of people, passion, and possibility. As long as Brussels evolves, we’ll evolve with it.
