Holland Casino CEO Details Negative Dutch Public Sentiment on Gambling Alongside Black Market Countermeasures

Holland Casino CEO Petra de Ruiter described Dutch public sentiment toward gambling as negative during an interview with iGaming Business. The state monopoly operator runs 13 land-based casinos and maintains a monopoly on table games, poker and bingo. Public criticism focuses on instances where players encounter harm, even as the sector records broad participation.

De Ruiter noted that the Dutch public draws little distinction between online and land-based channels. Sentiment mirrors conditions in the UK, Finland, Germany and France. She said the view remains “very tense.”

Holland Casino itself retains positive brand perception. The company launched its online offering in 2021 shortly after market legalization and initially captured higher market share with only 10 operators active. That position has since declined as the market expanded and specialists in sports betting entered.

Tax Increases and Efficiency Measures

Gambling tax saw its first increase to 34.2% of GGR effective 1 January 2025 and an additional increase to 37.8% in 2026. Combined with labor taxes the effective burden reaches around 52% before base running costs. De Ruiter said the operator responded through head office restructuring, efficiency gains and product innovations while preserving the customer experience.

Those innovations include further development of the Next Zone, which combines slots and table games with a live presenter. The company also introduced double zero roulette. De Ruiter emphasized that RTP adjustments are not viable when responsible gaming remains a priority.

Databases for online and land-based play stay separate except for responsible gambling data sharing. Holland Casino maintains a responsible gambling board with scientists, lived-experience experts and internal executives that reviews processes every few months.

Collaborative Action on Illegal Offerings

De Ruiter highlighted joint industry efforts against the black market. VNLOK, the trade association representing 90% of licensed operators, filed litigation against Meta over illegal gambling advertisements. She cited roughly 70,000 illegal ads per month compared with 2-3 thousand from the legal market.

The Netherlands Gaming Authority has acknowledged regulatory shortcomings that drive players offshore. Recent action by state-lottery operator Nederlandse Loterij secured a shutdown order against the offshore brand Skyhills. De Ruiter called for coordinated action among operators, politicians and stakeholders to strengthen the legal market.

She said an unregulated market cannot deliver safety. People will gamble regardless, so regulators and operators must create room for licensed products to succeed under strict oversight. Holland Casino celebrates its 50th anniversary this year and continues to position itself as the safe, regulated channel for local players.

Reporting: iGaming Business (iGB)

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