Holland Casino, a prominent casino operator in Europe, manages 13 locations throughout the Netherlands, primarily known for its diverse table games and slot machines. Two casinos are located in Amsterdam, with the remaining establishments distributed across the country, particularly in the southern region near the German border.
Functioning as a state monopoly, Holland Casino has no international operations. It was among the first to go online when the Dutch legalized online gambling in 2021, and Petra de Ruiter took over as CEO the following year.
Petra's path to the top began at a hotel management school, followed by a tenure at Transavia Airlines, a subsidiary of KLM. She accumulated 24 years in various roles within the aviation sector, covering sales, marketing, and operations—a background she finds relevant to the casino industry.
When the COVID-19 pandemic struck in 2020, Petra sought new opportunities and found Holland Casino appealing. "What I saw is, Holland Casino is a company with 4,000 people working in hospitality, in a strongly regulated market where you have to balance between offering entertainment and hospitality, and the risks attached to that," she observed.
German patrons have also been attracted to Holland Casino's offerings, thanks to the variety it provides compared to many German casinos. Petra mentioned, "If you look at our land-based casinos, it’s table games, slots, and in some cases, bingo. There are also restaurants and entertainment, making it more of an experience than just gambling."
The basic offerings remain consistent across all venues: slots and table games such as roulette and blackjack, often accompanied by on-site dining options. While there are no limits on the number of slots in the casinos, Petra emphasizes that they avoid overwhelming players with excessive choices.
Variations in casino experiences stem more from property size rather than customer demographics. In larger locations, patrons can enjoy Interblock's innovative Stadium setup, which combines slots and table games with live presenters to create a lively atmosphere. This is part of Holland Casino's Next Zone, a recent initiative aimed at improving the overall casino product. "I think in the industry, we are very well known for what we have, but how do you innovate?" Petra questioned.
While slots account for the majority of revenue, Holland Casino holds exclusivity over live table games, poker, and bingo within the Netherlands. "Those are also our hero products that make us attractive because we are the only one offering land-based live table games," Petra stated, acknowledging that although table games may not dominate financial results, they are crucial to the company's identity.
Petra believes in maintaining human interaction on the casino floor, noting that the success of the Next Zone showcases players’ preference for a sociable gambling environment rather than a solo experience.
The Netherlands has ongoing discussions about regulating the gambling market, especially concerning online operations. Petra points out, "We see taxes going up, we see regulations going up… If we don’t have a good legal offer, people will look for illegal means."
This year marks Holland Casino's 50th anniversary, a significant milestone since its establishment aimed to provide local and tourist gambling options. Today, the focus has shifted primarily to local consumers. "But 50 years later, it’s still very relevant to have a good, healthy legal industry," Petra affirmed.
Petra discussed the operator's ongoing evaluation by the Dutch government, every seven years, to determine the viability of its monopoly status. The operator faces challenges due to rising gambling taxes, which have impacted profitability. The tax rate increased to 34.2% starting January 1, 2025, and will rise to 37.8% in 2026. With additional labor taxes, the effective burden totals around 52%, necessitating careful management to maintain smooth operations.
In response to these financial pressures, Holland Casino is focused on maximizing efficiency and restructuring without impacting customer experience. "We feel that people are always interested in gambling, and we are the party who should offer that in a safe way," Petra noted. The operator is also exploring innovations within the Next Zone and recently added a double zero in roulette, previously unavailable in the Netherlands.
In Holland, casinos must maintain separate databases for online and land-based players, with exceptions only for responsible gambling purposes. This separation is part of a commitment to ensuring all players are protected, as outlined by the operator’s responsible gambling board, which includes scientists and experts who regularly review practices.
The online gambling market in the Netherlands has faced criticism for its strict regulations, with many players migrating to illegal sites due to government restrictions. Public sentiment tends to reflect a broad skepticism towards gambling. Petra remarked, "If you look into what they’re saying, they’re primarily talking online. But for the general public, there is no difference [between online and land-based]. So very tense."
Even with the general public's critical view of gambling, the Holland Casino brand maintains a favorable reputation. "People focus on the instances where things go wrong, which are regrettable, but disregard the many who consistently enjoy gaming," Petra observed.
The company was a pioneer in the online space when the market opened in 2021. Although it has lost some market share as more specialized operators have entered the field, its online platform remains robust. Petra noted the importance of responsible gaming as the reason for their online entry.
Holland Casino, along with industry peers represented through the VNLOK trade association, is actively engaged in combatting the illegal market. Recently, the Nederlandse Loterij took action against unlawful operators that serve Dutch players.
Addressing what can be done to deter players from illegal sites, Petra stated, "Deciding together, not only as operators but with politicians and stakeholders, that a legal market is very important."
The company is pursuing a lawsuit against Meta, targeting the illegal ads promoted across its platforms. "About 70,000 ads every month are for illegal operators, while only a few thousand come from the legal market. It's really unbalanced," she emphasized.
Unity among operators is crucial during this fight against illegal gambling. When asked if she still enjoys being CEO after four years, Petra confidently answered, "Absolutely. It’s challenging, and it feels like you’re playing in the Champions League sometimes. It’s nice to be challenged,"
