Holland Casino, a prominent player in Europe’s gaming market, operates 13 establishments throughout the Netherlands, offering diverse gaming options, including table games and slot machines. Of these, two casinos are situated in Amsterdam, while the remaining locations are primarily in the southern part of the country, close to the German border.
As a state-owned monopoly, Holland Casino lacks any international sites. It was among the first to enter the online gaming space following the market's legalization in 2021, with Petra de Ruiter taking the helm as CEO in the subsequent year.
Petra’s journey to this leadership position began at a hotel management school, which prepared her for a career in the hospitality sector. She then worked at Transavia Airlines, a subsidiary of KLM, where she spent 24 years in various roles encompassing sales, marketing, and operations—valuable experiences she would bring to the casino industry.
Following COVID-19's onset in 2020, Petra sought new challenges, leading her to Holland Casino. "I noticed that Holland Casino has a workforce of 4,000 people in hospitality, operating in a highly regulated market. This similarity to the airline industry struck me," she noted. She further illustrated the parallel by stating, "Transavia also employed about 4,000 staff, focusing on delivering enjoyable experiences while adhering to strict regulations."
Despite her inexperience as a CEO, she embraced the role with optimism, stating, "I came to it with a kind of Pippi Longstocking attitude – ‘I’ve never done it, but I’m sure I can do it!’"
Holland Casino has become a popular destination for German players, as Petra revealed that the casino offers unique experiences compared to many German establishments. “Our land-based casinos provide a mix of table games, slots, and bingo, along with dining and entertainment options. This creates an engaging atmosphere that German customers appreciate,” she explained. While the offerings maintain a consistent standard across locations, the southern casinos have seen added appeal due to their atmosphere.
To enhance player experience, Holland Casino has implemented an innovation known as the Next Zone, which combines slots and table games with a live presenter, creating a vibrant casino setting. Petra elaborated, "We wanted to innovate how we present casino products, considering we’re well known for our established offerings."
While Holland Casino generates most of its revenue through slots, it uniquely enjoys a monopoly on table games, poker, and bingo. "These products define our identity despite slots being our larger revenue generator," Petra stated. She emphasized the importance of human interaction in casinos, stating that patrons value a sociable experience over solitary play.
As discussions around the Dutch gambling landscape continue, Petra highlighted the significance of maintaining a robust legal market. "We see tax rates and regulations increasing, which impact how we serve our guests. It’s essential to provide a solid legal offering; otherwise, players might turn to illegal options," she cautioned.
Celebrating its 50th anniversary this year, Holland Casino's origins lie in the Dutch government’s desire to provide local gaming options. While its focus has shifted to local consumers rather than tourists, the necessity for a well-regulated industry remains relevant.
Petra also addressed the increased gambling tax imposed in recent years, which has considerably impacted profitability. Since January 1, 2025, Holland Casino's tax obligation has risen to 37.8% of gross gaming revenue due to successive hikes, in addition to labor taxes, leading to approximately 52% of revenue directed to state obligations before covering operational expenses. Despite these challenges, Petra pointed out that Holland Casino continues to perform well.
To cope with rising costs, Holland Casino is adopting strategic measures that include streamlining operations and enhancing offerings without altering customer perceptions. "We’re committed to ensuring that gambling remains safe and accessible, adjusting to the changes in our cost structure through innovation," Petras explained.
In terms of responsible gaming, Dutch regulations mandate separate databases for online and land-based players, although data can be leveraged to safeguard players across platforms. "Being a state-owned monopoly permits us to prioritize player health without the immediate pressures of shareholder expectations," noted Petra, emphasizing the long-term approach to player relationships.
With the online gambling market facing ongoing scrutiny, particularly for appearing overly regulated, public sentiment remains cautiously negative about gambling in general. Petra expressed that public perspectives often conflate online and land-based experiences, noting, “The public largely expresses concern about online gaming, but their feelings towards all gambling remain tense.”
Despite the overall skepticism, Holland Casino maintains a strong brand presence in light of the critical outlook on the gambling landscape.
As the industry addresses the challenge of illegal gambling operators, Holland Casino collaborates with other legal entities to combat illicit activity. The state lottery recently took action against illegal offshore operators, reflecting a concerted effort to regulate the market and protect consumers. Petra concluded, "It’s essential that we work together with regulators and stakeholders to ensure a safe and regulated environment for gambling, rather than allowing the unregulated market to flourish.
Expressing her enthusiasm for her role, Petra affirmed, "Absolutely, it’s challenging, and sometimes it does feel like playing in the Champions League, but it’s gratifying to rise to the occasion."
