Holland Casino, a leading presence in the European casino sector, operates 13 venues throughout the Netherlands, offering an array of gaming options including table games and slots. The capital city, Amsterdam, features two of its casinos, while the others are distributed across the country, with a slight concentration in the southern regions near the German border.
As a state monopoly, Holland Casino has no international properties. The company was among the first to enter the online gaming market when regulations changed in 2021, with Petra de Ruiter taking the helm as CEO the following year.
Petra’s background spans a diverse array of roles, starting in hotel management and extending through a 24-year career in the aviation sector, much of it with Transavia Airlines, a subsidiary of KLM. Her experience includes positions in sales, marketing, and operations, all of which she found relevant as she transitioned into the casino industry.
When the COVID-19 pandemic hit in 2020, Petra sought a new opportunity. "Holland Casino popped up and I am somebody who by their nature looks at similarities instead of differences," she explained. "I recognized that both Holland Casino and Transavia share a workforce of around 4,000 people operating in highly regulated environments, balancing entertainment with the inherent risks involved."
Petra expresses a sense of enthusiasm about her new role, stating, "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!’"
Holland Casino attracts German visitors, who find its offerings distinct from those available in Germany. "We provide a different experience with table games, slots, bingo, and various entertainment options, making it more appealing for an afternoon or evening out," she noted, adding that the fundamental offerings remain consistent across locations.
In larger establishments, players can enjoy the innovative Next Zone, an interactive setup that merges slots and live table games. "This concept was developed a few years ago to explore how we can innovate in the casino space,” Petra explained. Although slots dominate revenue, Holland Casino maintains a monopoly on live table games and poker, which contribute significantly to their identity. "These may not drive the most revenue, but they are central to who we are as a brand."
The legal gambling landscape in the Netherlands has sparked significant dialogue. Petra emphasizes the necessity of a "healthy legal gambling market" to ensure industry sustainability. "With increasing taxes and regulations, consumer preferences are shifting. We must provide a competitive legal offering; otherwise, patrons may resort to illegal alternatives."
Celebrating its 50th anniversary this year, Holland Casino was established to serve local communities while initially attracting tourists. Petra noted the shift towards a more localized focus over the years, maintaining the relevance of a robust, legalized gaming industry.
Regarding the security of Holland Casino’s monopoly, Petra indicated that it undergoes consistent evaluation by the Ministry of Finance every seven years. The company currently grapples with a steep rise in gambling taxes, which rose from 34.2% of gross gaming revenue (GGR) in 2025 to 37.8% in 2026. Combined with labor taxes, the entity faces an approximate 52% tax burden before considering operational costs.
While some might expect cutbacks, Petra asserts they have adapted through efficiency improvements and strategic restructuring to ensure customer experience remains unaffected. "We believe in delivering gambling responsibly while meeting the rising costs through innovative offerings, such as the recently introduced double zero roulette."
In terms of regulatory compliance, Holland Casino must maintain separate databases for online and land-based players, although they coordinate data for responsible gambling measures. Being a state-run monopoly allows for a focus on long-term relationships with clientele rather than quarterly profit expectations.
Petra highlighted that their responsible gambling board, comprising experts and advocates, plays a key role in challenging traditional practices and ensuring continual improvement. "We must provide proof every day that we are committed to responsible gaming," she said.
The online gambling landscape in the Netherlands remains contentious, with heavy regulation causing speculation about its effectiveness. According to Petra, the public's perception tends to conflate online and land-based gambling, viewing both under the same scrutiny, which she describes as a shared tension across several European markets.
Despite a general push against gambling, Holland Casino's reputation remains relatively positive, although they note criticism often centers on negative experiences rather than on the enjoyment gaming provides to many. As one of the first online operators to emerge when the market opened, Petra acknowledged the competitive landscape has shifted, with specialized operators now claiming larger portions of market share.
Efforts against illegal gambling are ongoing, with Holland Casino collaborating with the online gambling trade association VNLOK, which represents the bulk of licensed operators. Petra articulated the need for a unified approach with regulators and stakeholders to foster a strong legal market. "We need to present a credible front against illegal operators. A well-regulated market is essential for player safety."
She also addressed litigation against Meta regarding illegal gambling advertisements. "With around 70,000 ads promoting illegal services monthly, our legal market struggles to compete against such overwhelming exposure. Behavioral collaboration between operators and regulators is necessary to nurture a healthier legal environment," she affirmed.
Reflecting on her tenure, Petra remains invigorated by the challenges of her role. "It feels like playing in the Champions League, balancing responsible gaming and anti-money laundering while creating a fun atmosphere for our guests. It’s rewarding to be faced with such challenges every day,” she concluded.
