Holland Casino CEO: Dutch Public Sentiment Towards Gambling Is Negative, But the Fight Against the Black Market Is Promising
Holland Casino CEO: Dutch Public Sentiment Towards Gambling Is Negative, But the Fight Against the Black Market Is Promising
How is the Dutch gambling market faring under tight regulation and rising taxes? Holland Casino CEO Petra de Ruiter explains that while Dutch public sentiment towards gambling is largely negative, the sector’s battle against the black market is gaining momentum. With 13 land-based casinos across the Netherlands, a state monopoly since 1974, and an online launch in 2021, the operator is navigating tax hikes, regulatory pressure, and a growing illegal market—all while maintaining its focus on responsible gaming.
What Makes Holland Casino Different from Other European Casinos?
Holland Casino operates 13 locations across the Netherlands, including two in Amsterdam and several near the German border. Unlike many European operators, it is a state monopoly with no international locations. Petra de Ruiter, who joined as CEO in 2022 after 24 years in aviation with Transavia Airlines, brought a hospitality-focused mindset to the role.
“I had never been a CEO before, so I came to it with a kind of Pippi Longstocking attitude—‘I’ve never done it, but I’m sure I can do it!’” — Petra de Ruiter, Holland Casino CEO
The company’s land-based offerings include table games like roulette and blackjack, slots, bingo, poker, and restaurants. German visitors are particularly drawn to the experience, which de Ruiter describes as more entertaining than many German casinos.
Why Do German Players Prefer Holland Casino?
German visitors often cross the border because Holland Casino offers a more complete evening out. While the base offering—slots, table games, and at least one restaurant—remains consistent across all locations, some larger venues feature Next Zone, an innovation combining live table games with electronic slots in a social, energetic setting.
| Feature | Holland Casino | Typical German Casino |
|---|---|---|
| Table games (roulette, blackjack) | Yes | Yes |
| Slots | Yes, no maximum | Yes, often limited |
| Poker & bingo | Yes (monopoly) | Rare |
| Restaurants | 1-2 per location | Limited |
| Next Zone (live + electronic) | Available in larger branches | Not common |
| Monopoly on land-based table games | Yes | No |
How Is Holland Casino Responding to Rising Taxes?
Since April 2024, the Dutch gambling tax has increased significantly. From 1 January 2025, the rate rose to 34.2% of GGR, with a further hike to 37.8% in 2026. Including labour tax, Holland Casino pays approximately 52% of its revenue before covering operating costs.
To mitigate this, the company has:
- Restructured its head office
- Innovated offerings (e.g., expanding Next Zone)
- Introduced double zero roulette (previously unavailable in the Netherlands)
“We feel that people are always interested in gambling, and we are the party who should offer that in a safe way. We restructured at our head office, but we maintained our customer offering.” — Petra de Ruiter
Does Holland Casino Cross-Sell Between Online and Land-Based Channels?
No—Dutch law requires separate databases for online and land-based players. However, responsible gambling data is shared across both channels to protect players. As a state-owned monopoly, Holland Casino is not pressured by quarterly earnings reports, allowing it to prioritize long-term player health.
The company has a responsible gambling board comprising scientists, experts with lived experience, and internal RG executives. They meet every few months to challenge and improve the operator’s policies.
What Is Public Sentiment Towards Gambling in the Netherlands?
According to de Ruiter, Dutch public sentiment towards gambling is comparable to the UK, Germany, and France—meaning mostly negative. The public tends to focus on harmful cases rather than the majority of players who gamble responsibly.
| Country | Public Sentiment Towards Gambling |
|---|---|
| Netherlands | Very critical |
| UK | Tense |
| Germany | Tense |
| France | Tense |
Despite this, the Holland Casino brand remains relatively positive, as de Ruiter notes: “People look primarily at instances where things go wrong, but they don’t tend to look at the large number of people enjoying gambling.”
How Is Holland Casino Fighting the Illegal Market?
The Netherlands has one of the most heavily regulated online gambling markets in Europe, alongside Germany and Sweden. All three countries have seen players migrate to unlicensed offshore operators. Holland Casino is a member of VNLOK, the online gambling trade association representing 90% of licensed operators.
“If we knew the answer, we would try to reach it. Deciding together—operators, politicians, and stakeholders—that a legal market is very important is key. An unregulated market doesn’t become a safe market.” — Petra de Ruiter
Recent actions include Nederlandse Loterij taking legal steps against offshore operator Skyhills, signalling a more aggressive stance against illegal operators.
What Is the Future of Holland Casino’s Online Market Share?
Holland Casino was among the first 10 operators to launch online when the market legalised in 2021. Initially, it held a strong position due to brand recognition and a reputation for responsible gaming. But now, with over 30 licensed operators, including sports-betting specialists, its market share has “dropped down a bit.”
Still, de Ruiter remains optimistic: “We have a healthy online offering. We focus on what we do best—safe, entertaining gambling.”
Conclusion: The Black Market Battle Is a Positive Sign
Despite heavy taxes and public criticism, Holland Casino is adapting. By innovating its land-based product, maintaining strict responsible gaming standards, and collaborating with regulators and trade groups, it is positioning itself as a sustainable, player-focused operator in a challenging environment.
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