Holland Casino, a well-known operator in the European gaming sector, manages 13 casinos throughout the Netherlands, offering a range of table games and slot machines. Two of its locations are situated in Amsterdam, while the others are spread across the country, with a slight concentration in the southern region near the German border. As a state monopoly, Holland Casino does not have any international venues but was among the first to enter the online gaming market when it was legalized in 2021. Petra de Ruiter became the company's CEO in 2022.
Petra’s career began at a hotel management school, leading to diverse roles in the hospitality and aviation industries, including a significant stint at Transavia Airlines, part of the KLM group. Her extensive experience in sales, marketing, and operations has proven valuable in her current role at Holland Casino.
In 2020, as the pandemic reshaped many industries, Petra sought a new challenge. She stated, "Holland Casino popped up and I am somebody who by their nature looks at similarities instead of differences. What I saw is, Holland Casino is a company with 4,000 people working in hospitality in a strongly regulated market." She drew parallels between the casino and her aviation background, mentioning, "Transavia also had 4,000 people, and it’s important to balance guest entertainment with compliance."
Petra noted that German players also frequent Holland Casino due to its unique offerings compared to German competitors. "German visitors are really interested because we have a different offer from most of the German casinos," she said, highlighting the casino experience as an evening out rather than just gambling. The casinos feature slots, table games, and dining options, designed to enhance the entertainment aspect without overwhelming guests with choices.
Holland Casino has introduced innovative features like the Next Zone, which merges live presentations with traditional gaming for an engaging atmosphere. While games like slots generate the bulk of revenue, Holland Casino holds a monopoly on table games, poker, and bingo within the Netherlands. Petra emphasized the importance of human interaction in gaming, stating, "Losing the human interaction on the casino floor would be a bad idea."
The Dutch gaming sector faces challenges from regulatory pressures and a growing illegal market. Petra advocates for maintaining a healthy legal gambling market, explaining, "If we don’t have a good legal offer, we know that people will find their way to illegal means." Holland Casino, celebrating its 50th anniversary this year, has shifted focus primarily to serve the local market.
The imposition of higher gambling taxes has significantly impacted Holland Casino, raising its tax rate from 34.2% of Gross Gaming Revenue (GGR) to 37.8% in 2026, alongside labor costs that bring the total tax burden to around 52%. Despite this, Petra reported that the casino business remains resilient, citing efficiency improvements and restructuring efforts.
The regulatory environment requires Holland Casino to maintain separate databases for its online and land-based operations, which, while restrictive, aids in responsible gambling efforts. Petra explained, "It’s about a healthy long-term relationship," emphasizing that being a state-owned entity allows them to prioritize customer health over shareholder expectations.
The online gambling landscape in the Netherlands remains contentious, with public sentiment towards gambling growing negative. Petra reflected on this, noting, "My feeling is that if you look at public sentiment, they don’t see really the difference between online and land-based." She characterized overall public sentiment as quite critical, similar to sentiments observed in the UK and Germany.
Although Holland Casino has seen a shift in its competitive position since the market opened in 2021, Petra noted that the company is still regarded for its responsible gaming approach.
The fight against illegal gambling is ongoing, with Holland Casino actively collaborating with VNLOK, a trade association representing licensed operators, to address illegal market challenges. "An unregulated market doesn't become a safe market," she said, underscoring the need for a strong legal framework. The casino is also pursuing legal action against Meta for allowing illegal gambling advertisements on its platforms, citing a significant imbalance between illegal and legal ads.
After four years in her leadership role, Petra expressed enthusiasm for the challenges of the industry, calling it akin to "playing in the Champions League". She relishes the demands of balancing responsible gambling, anti-money laundering regulations, and providing an enjoyable experience for patrons.
