Holland Casino, the prominent casino operator in the Netherlands, operates 13 venues across the country, including two in Amsterdam. While the distribution of its casinos leans towards southern areas near Germany, its presence is solely national due to its status as a state monopoly. The company was an early entrant into the online gaming market following its legalization in 2021, welcoming Petra de Ruiter as CEO the next year.
Petra's path to leadership began at a hotel management school, followed by work at Transavia Airlines, a subsidiary of KLM. Her 24-year career in aviation spanned roles in sales, marketing, and operations, experiences she found relevant as she transitioned to the casino industry.
In 2020, with the arrival of Covid-19, Petra sought a new opportunity and discovered Holland Casino, recognizing parallels with the airline industry, particularly in the regulation and customer service aspects. "Holland Casino is a company with 4,000 people working in hospitality in a regulated market where we must balance entertainment with risk,” Petra explained.
She acknowledged her lack of experience as a CEO but approached the role with confidence, saying, "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!'
German players have shown interest in Holland Casino due to its unique offerings compared to German venues. "Our land-based casinos provide a more entertaining experience with table games, slots, and dining options. This attracts German visitors,” she noted.
While the core offerings of Holland Casino—slots, table games like roulette and blackjack, and restaurants—remain consistent across locations, larger venues feature innovations like Interblock's Stadium setup, creating an energetic environment. Petra referred to this format as the Next Zone, which aims to revitalize the gaming experience by blending technology with traditional gaming.
Petra highlighted that while slots generate the most revenue, Holland Casino monopolizes table games, poker, and bingo in the Netherlands, making them central to the company’s identity, even if their revenue impact is less pronounced. She emphasized the importance of human interaction on the casino floor, asserting that player engagement is vital to maintaining a vibrant atmosphere.
The landscape of gambling in the Netherlands has shifted since the legalization of online gaming, with Petra advocating for a healthy legal market. "High taxes and increased regulation are challenges that necessitate providing appealing legal offerings, or else people will turn to illegal options,” she said.
Celebrating 50 years of operations this year, Holland Casino has evolved to target predominantly local customers rather than tourists. However, its legal monopoly faces periodic evaluations by the Ministry of Finance, which happens every seven years. Petra expressed concern over rising gambling taxes that have impacted company profitability; as of 2026, the operator is paying 37.8% of its gross gaming revenue to the state, in addition to labor taxes that inflate the rate to around 52%. "It's a significant burden, but we continue to succeed despite these challenges,” she acknowledged.
To navigate these increased costs, Holland Casino has focused on improving efficiency and restructuring without compromising customer experience. Innovations like the Next Zone and introducing a double zero option in roulette are part of ongoing efforts to enhance their offerings, according to Petra.
In terms of responsible gambling, the casinos maintain separate databases for online and land-based players, but share information when it comes to player safety. Being a state monopoly allows them flexibility in prioritizing player welfare, free from the pressures of quarterly earnings expectations. Holland Casino collaborates with a responsible gambling board that includes experts who assess their policies.
The Dutch online gambling market faces scrutiny for strict regulation, which some argue has pushed players to illegal options. Public sentiment trends negatively towards gambling in general, although Holland Casino's reputation has not suffered as much. Petra noted that while the public focuses on gambling misfortunes, there are also many who enjoy the entertainment the industry offers.
Since entering the online market, Holland Casino has experienced market share shifts due to the influx of competitors focusing on specialized segments like sports betting. Petra stated, "When we first launched online, we had a sizable market share because we were one of the first ten operators. Now, with the growing market, our share has adjusted accordingly.
Addressing the illegal market remains a crucial issue, as evidenced by the recent actions taken by Nederlandse Loterij against illegal operators. "We must collaborate with politicians and stakeholders to strengthen the legal market. An unregulated market cannot be safe for players. We need regulations that support the existence of legal operators,” she stressed.
In an ongoing legal battle against Meta regarding illegal gambling advertisements, Petra pointed out the disparity in advertising volume between illegal and legal operators. "There are about 70,000 ads every month for illegal offerings compared to just a few thousand for the legal market. We need more stringent regulations,” she argued.
Despite the challenges, Petra remains passionate about her role. Reflecting on her experience, she noted, "It feels like playing in the Champions League, balancing responsibilities like responsible gambling and customer enjoyment. It’s rewarding to face these challenges head-on."
