Holland Casino, recognized as one of Europe’s leading casino operators, manages 13 establishments across the Netherlands, catering to gaming enthusiasts with various table games and slot machines. While Amsterdam hosts two of these casinos, the remainder are strategically distributed, with a noticeable presence in the southern region, close to Germany's border.
Exclusively a domestic company, Holland Casino operates under a state monopoly framework. In 2021, the company was among the pioneers to embrace online gaming as the market was legalized, subsequently appointing Petra de Ruiter as CEO in 2022.
Petra’s path to the CEO position began with her studies at a hotel management school, after which she joined Transavia Airlines, a subsidiary of KLM. Her career spanned 24 years in the aviation sector, where she undertook various roles in sales, marketing, and operations, experiences she finds relevant now in the casino industry.
Having concluded her tenure in aviation during the Covid pandemic, Petra sought new challenges. "Holland Casino popped up and I am somebody who, by their nature, looks at similarities instead of differences," she reflected. In her view, Holland Casino operates in a regulated environment similar to airlines, requiring a balance between hospitality and risk management.
Southern German players have shown particular interest in Holland Casino, attracted to a diverse array of offerings not commonly found in German establishments. Petra noted, "If you look at our land-based casinos, it’s table games, slots, in some cases bingo, and on some evenings, poker. But there are also restaurants, entertainment. It’s an afternoon or evening out. And as I understand from our German guests, it’s a more entertaining evening or afternoon than in some German casinos."
The structure of casino offerings is consistent throughout the country, with a focus on not overwhelming customers with excessive choices.
Enhancements such as the Next Zone have been introduced in larger casinos, combining slots and table games with live presentations to create a vibrant atmosphere. "It’s an innovation we made a few years ago to see how we can develop a casino product because I think in the industry, we are very well known for what we have, but how do you innovate?" Petra explained.
While slots comprise the bulk of Holland Casino’s revenue, Petra emphasizes the importance of table games, poker, and bingo—offered exclusively by Holland Casino in the Netherlands—as defining features of the brand’s identity.
The Dutch gambling market has garnered attention, especially concerning online gambling. Petra highlights the necessity of a "healthy legal gambling market" to nourish the sector, stating, "We see taxes going up, we see regulations going up. You see your guests changing what they want. We have to make sure that we have a good legal offer because if we don’t have that, we also know that people will find their way to illegal means."
Holland Casino also marked its 50th anniversary this year, a significant achievement since its foundation by the Dutch government. Traditionally aimed at both locals and tourists, the focus has shifted predominantly to the local market over time.
The sustainability of the state monopoly is regularly assessed, with evaluations every seven years by the Ministry of Finance. Increasing gambling tax rates have posed significant challenges; the operator's payout to the state has risen from a GGR of 34.2% in 2025, now standing at 37.8% due to a subsequent increase. When accounting for labor taxes, the total burden approaches 52%. Despite this, Petra is optimistic about the company’s current performance.
To manage rising costs without affecting customer experience, Petra stated, "We feel that people are always interested in gambling and that we are the party who should offer that in a safe way. Holland Casino has been careful to maintain that, but of course our costs rose very quickly." Innovations to the Next Zone and the introduction of a double zero in roulette are among the efforts made to adapt to this evolving landscape.
In Holland, regulations require two distinct databases for online and land-based players, limiting cross-promotion but ensuring player safety across both platforms. Petra noted the advantages of being a state-owned operator, as it allows for focusing on responsible gambling over immediate profit margins.
Holland Casino has a dedicated responsible gambling board consisting of scientists and experts who provide ongoing oversight and challenge operational practices. Petra highlighted, "You have to prove every single day that you’re doing all that you need to do on responsible gaming."
The online gambling sector in the Netherlands has faced scrutiny, with regulatory methods often criticized as excessive. Petra observed, "If you look into what they’re saying, they’re primarily talking online. But for the general public, there is no difference [between the channels] in that respect."
While public sentiment towards gambling is tense, Holland Casino maintains a positive reputation. As Petra stated, "People look primarily at the instances where things go wrong for players; of course, every single one of those is one too many. But they don’t tend to look at the large number of people enjoying gambling."
Since the online market opened in 2021, Holland Casino has seen shifts in market share, competing against a growing number of specialized operators.
Amid a challenging regulatory landscape, Holland Casino is actively engaged in combating illegal gambling in the Netherlands. The state lottery operator has taken action against illegal brands, and Holland Casino is part of VNLOK, the trade association advocating for licensed operators. On the future of the legal market, Petra stated, "An unregulated market doesn’t become a safe market. People will always gamble, so we have to make sure that we have a strong legal market. And so you also need to give us some room to exist.“
Finally, Petra is currently pursuing legal action against Meta concerning illegal gambling advertisements on its platforms. She expressed concern over the lack of balanced advertising opportunities between legal and illegal operators.
Reflecting on her role after four years as CEO, Petra affirmed, "Absolutely. It’s challenging, it feels like you’re playing in the Champions League sometimes" due to the pressing demands of responsible gambling and customer engagement that characterize the industry.
