Holland Casino, a prominent name in European gaming, operates 13 casinos throughout the Netherlands, primarily offering table games and slots. Its flagship cities include Amsterdam, which houses two casinos, with the remainder positioned across the country, particularly near the German border.
As a state-run entity, Holland Casino has no international branches. It was among the pioneers of the online gaming sector when the market was legalized in 2021, with Petra de Ruiter stepping in as CEO the following year.
Petra’s professional journey began at a hotel management school, progressing to a position at Transavia Airlines, part of the KLM group. She spent 24 years in aviation across various roles—from sales to operations—experiences she finds advantageous within the casino environment.
After the onset of Covid-19 in 2020, Petra felt a shift was necessary and sought new opportunities, leading her to Holland Casino. She shared, “Holland Casino popped up, and I am somebody who by nature looks at similarities instead of differences.”
She drew parallels between the casino and airline sectors, noting both involve hospitality and are heavily regulated environments. “Transavia also had 4,000 people, and similar to Holland Casino, one must balance entertainment with strict compliance and control,” she pointed out. Having never held a CEO position before, she approached her role with an open mindset, likening herself to "Pippi Longstocking," exclaiming, "I’ve never done it, but I’m sure I can do it!"
German players, attracted to the offerings at Holland Casino, find it distinct from their local options. “German visitors are really interested because we have a different offer from most of the German casinos,” Petra noted. Holland Casino provides a range of activities beyond gaming, including dining and entertainment, creating an inviting atmosphere that appeals to guests from across borders.
Within the casino chain, the core offerings—slots and table games like roulette and blackjack—remain consistent, supplemented by dining options at every location. Additionally, Holland Casino emphasizes player experience while maintaining manageable choices rather than overwhelming them with options.
Innovation also comes in the form of the Next Zone concept, where players can engage with an energetic mix of slots and live table games showcased under a live presenter. Petra explained that the Next Zone aims to revitalize the casino experience in line with evolving industry standards and customer expectations. While slots dominate revenue, Holland Casino prides itself on being the sole provider of live table games in the country, which enriches its brand identity.
As 2023 marks the 50th anniversary since its establishment by the Dutch government, Petra emphasized the importance of ensuring a healthy legal gaming market. "We see taxes going up, regulations increasing, and changing guest preferences. A strong legal offer is crucial to ensure players don’t resort to illegal channels,” she stated.
Regarding regulatory concerns, Petra confirmed the monopoly is subject to regular assessments every seven years by the Dutch state through the Ministry of Finance, which evaluates not only Holland Casino but all state-owned enterprises.
The operator faces significant challenges posed by rising gambling taxes—now at 37.8% of gross gaming revenue (GGR)—which began escalating from the existing 34.2% in early 2025. Coupled with labor taxes, the effective rate hovers around 52%, a considerable restraint on profitability. Petra noted the company’s successful adaptation through reorganization and enhanced efficiency without altering the customer experience substantially.
On responsible gaming, Holland Casino operates distinct databases for online and land-based players while still coordinating efforts to promote safe gambling practices across channels. This careful separation supports compliance, particularly in regard to promoting responsible gambling policies. Petra conveyed confidence in their commitment, stating, “It’s about a healthy long-term relationship.”
The responsible gambling board, comprised of experts including scientists and practitioners, regularly reviews operational protocols, pushing the operator to improve continuously.
Despite challenges in the Netherlands’ online gambling framework, characterized by heavy regulations that some argue are misplaced, Petra believes public sentiment does not differentiate between online and land-based gambling. She commented that attitudes remain tense and critical, similar to those in the UK and Germany.
Although Holland Casino has experienced a decline in market share since the online launch in 2021, the brand holds a favorable reputation within the community, even as criticism towards gambling persists. Petra affirmed the importance of offering responsible gaming, allowing the operator to maintain a healthy responsibility towards its patrons.
To tackle the rising illegal gambling market, Holland Casino collaborates actively with other licensed operators through VNLOK (the national online gambling association) to advocate for stronger regulatory standards and action against unlawful operators. Furthermore, the ongoing legal battle against Meta seeks to address the prevalence of illegal gambling ads on its platforms, with Petra emphasizing the need for better regulation of online advertising.
"As a trade organization, we strive for a robust legal market. Regulation will always be more effective than operating within an illegal framework," she mentioned.
After four years as CEO, Petra remains enthusiastic about her role, describing it as akin to competing in the Champions League amid the industry’s challenges. The dual focus of ensuring both responsible gambling and enjoyable experiences underlines her commitment to Holland Casino's mission.
