Holland Casino, a prominent player in the European gaming sector, operates 13 venues across the Netherlands, featuring an assortment of table games and slot machines. While two of its locations are in Amsterdam, the remainder are primarily situated in the south, near the German border. As a state-owned entity, Holland Casino does not have international operations and was among the first to embrace online gaming upon legalisation in 2021. Petra de Ruiter became the CEO of Holland Casino in 2022, following her extensive career in hospitality and aviation.
Petra’s path to leadership began with her education in hotel management, later working with Transavia Airlines, part of KLM. Over 24 years, she navigated various roles in the aviation industry, skills she found pertinent in her transition to the casino sector. "Holland Casino popped up and I am somebody who by their nature looks at similarities instead of differences," Petra remarked about her new role. She highlighted the parallels between the casino industry and her previous experiences, noting both sectors share a significant emphasis on hospitality within regulated markets.
As for cross-border visitors, particularly from Germany, Petra mentioned, "German visitors are really interested because we have a different offer from most of the German casinos." Holland Casino prides itself on a more entertaining atmosphere, with its locations providing not only gaming options but dining and entertainment, delivering a more holistic experience compared to German facilities.
The offerings across the casinos maintain consistency, featuring slots and table games, yet without overwhelming players with too many choices. Larger locations include innovations such as the Next Zone, which integrates live presentations with gaming. Petra described this as an initiative to enhance the casino experience, emphasizing the need for innovation in their product offerings. Although slots generate the bulk of Holland Casino’s revenue, the company retains a monopoly on table games and poker.
The Netherlands is currently navigating a complex regulatory landscape in the gaming industry, marked by an increase in taxes over recent years. Beginning January 1, 2025, the gambling tax surged to 34.2% of GGR, climbing to 37.8% by 2026, with total tax obligations nearing 52%. Despite these financial strains, Petra noted their successful management approach aimed at maintaining consumer experience during restructuring efforts.
Addressing illegal gambling, Petra emphasized the importance of a healthy legal gambling market, stating, "We have to make sure that we have a good legal offer because if we don't, we also know that people will find their way to illegal means." She shared concerns about the growing illegal market and issues with public perception toward gambling in the Netherlands, likening it to sentiments in the UK and Germany.
While Holland Casino has experienced a decline in market position since the opening of the online gambling market, Petra remains optimistic about the company’s reputation in responsible gaming. With 50 years of operation this year, she affirmed their focus on local markets instead of tourism. Furthermore, as part of a collective effort to combat illegal operators, Holland Casino is actively involved in discussions with other industry stakeholders and regulators.
In terms of ongoing challenges, Petra mentioned a lawsuit against Meta regarding illegal gambling advertisements that are prevalent compared to those from licensed operators. The aim is to establish a more balanced advertising landscape.
Reflecting on her tenure, Petra expressed her enthusiasm for the role. "Absolutely. It’s challenging, it feels like you’re playing in the Champions League sometimes," she stated, signaling her commitment to navigating the complexities of the gaming industry while ensuring a safe and enjoyable experience for consumers.
