Holland Casino, a prominent name in Europe’s casino industry, operates 13 venues throughout the Netherlands. These establishments provide a variety of table games and slot machines, with two locations in Amsterdam and the remainder primarily situated in the southern part of the country, close to the German border. As a state-owned entity, Holland Casino has no international branches and was among the first to offer online gambling after the market's legalization in 2021. Petra de Ruiter became CEO in 2022, bringing a wealth of experience from her previous roles in the hospitality and aviation sectors.
Petra's journey to Holland Casino started at a hotel management school, leading to positions at Transavia Airlines, which is part of the Dutch KLM group. Her 24-year tenure in aviation included roles across sales, marketing, and operations, skills that now contribute to her leadership at Holland Casino. When the COVID-19 pandemic struck in 2020, she sought out new opportunities. She noted, "Holland Casino popped up and I am somebody who by their nature looks at similarities instead of differences," highlighting how her past experience translated into the casino's operational context.
She describes Holland Casino as a hospitality-driven organization, akin to her time in aviation, emphasizing the importance of balancing entertainment with regulatory compliance. "Transavia also had 4,000 people, with strict regulations and a focus on guest satisfaction, similar to being in a casino environment, where knowing rules is crucial due to associated risks," she shared, expressing her eagerness to take on the CEO role with a fresh perspective.
The appeal of Holland Casino extends beyond Dutch players, as German guests have shown keen interest in its offerings. Petra explained that Holland Casino provides a more varied experience compared to many German establishments with amenities like restaurants and entertainment options contributing to an enjoyable outing.
The casino operates a wide range of games, with slots and table games like blackjack and roulette being standard. While the locations differ in size, their core offerings remain consistent across the country. Some larger casinos feature the innovative Next Zone, which combines table games and slots with real-time hosts, enhancing the on-floor experience. Petra remarked, "It’s an innovation we made to see how we can develop a casino product."
The casino's financial health is being challenged by increased taxation, with gambling tax set to rise to 37.8% of gross gaming revenue (GGR) by 2026. This places a considerable burden on the business. Despite this, Petra has focused on operational efficiency and innovation to absorb some of the costs without compromising customer experience. "We have made it work by maximising efficiency, restructuring, and maintaining our offering so the customer doesn’t notice that anything has changed," she noted.
Holland Casino maintains separate databases for online and land-based players to protect responsible gambling standards. Petra emphasized the advantages of being a state-owned monopoly, as it allows for prioritizing player health without the pressures of quarterly profit demands. The casino collaborates with a responsible gambling board made up of experts to ensure ongoing improvement in player safety measures.
Discussion surrounding the iGaming market in the Netherlands indicates a growing illegal market, largely due to stringent regulations. Petra observed that public sentiment often conflates online and land-based gambling, reflecting a critical view of gambling in general. She acknowledged, "People look primarily at the instances where things go wrong for players… But they don’t tend to look at the large number of people enjoying gambling."
Competition in the online sector has intensified since the market opened in 2021, with numerous operators now available. Holland Casino’s branding and previous market presence have shifted as the landscape evolves, yet the company's online offerings remain stable. The fight against illegal operators is ongoing, with Holland Casino belonging to the VNLOK group, which strives to promote a robust legal market. Petra expressed the need for collaborative efforts among operators and regulators to combat illegal gambling effectively.
Addressing illegal advertising from platforms like Meta, Holland Casino has joined legal actions against the influx of illegal gambling ads, which far outnumber legal promotions. Petra concluded by affirming her commitment to her role: “Absolutely. It’s challenging, it feels like you’re playing in the Champions League sometimes… But it’s nice to be challenged."
