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Holland Casino CEO: Dutch Public Sentiment Toward Gambling Is Negative, but the Fight Against the Black Market Is a Positive Sign

By jili tutorial · September 4, 2026

Holland Casino CEO: Dutch Public Sentiment Toward Gambling Is Negative, but the Fight Against the Black Market Is a Positive Sign

Overview: A State-Owned Casino Giant

Holland Casino, one of Europe’s most recognized gambling operators, runs 13 venues across the Netherlands. The portfolio includes two casinos in Amsterdam, with the remaining locations spread throughout the country—concentrated slightly in the south near the German border. The operator has no international presence, a fact explained by its status as a state monopoly.

Holland Casino was among the first operators to launch online services when the Dutch market legalized in 2021. Petra de Ruiter joined as CEO the following year, bringing a distinctive background shaped by hospitality and aviation.

CEO Petra de Ruiter: From Aviation to Casino Leadership

A Career Built on Hospitality and Regulation

Petra’s journey began at hotel management school, where she learned the fundamentals of hospitality. She then spent 24 years at Transavia Airlines, a subsidiary of KLM, working across sales, marketing, and operations—skills that later proved invaluable in the casino industry.

When the COVID-19 pandemic hit in 2020, Petra felt she had achieved what she could in aviation and began searching for her next challenge. As she explained: “Holland Casino popped up, and I’m someone who naturally looks at similarities instead of differences.”

She draws clear parallels between the two industries: “Holland Casino has 4,000 people working in hospitality, in a strongly regulated market where you have to balance entertainment and hospitality with the associated risks. That’s where you see the similarities with the airline industry.”

She added: “Transavia also had 4,000 people—cabin crew, cockpit, and more—all heavily regulated, labor union intensive, focused on what we can offer guests while knowing rules and regulations inside out because risk management is critical.”

“I had never been a CEO before, so I came to it with a kind of Pippi Longstocking attitude: ‘I’ve never done it, but I’m sure I can!’”

Cross-Border Appeal: German Visitors and the Southern Casinos

The concentration of Holland Casino venues near the German border is no accident. German players appreciate the distinct offering compared to domestic casinos.

“German visitors are really interested because we offer something different from most German casinos,” Petra explained. “Our land-based casinos feature table games, slots, bingo in some cases, and poker on certain evenings. But we also have restaurants and entertainment. It’s an afternoon or evening out. From what our German guests tell us, it’s a more entertaining experience than what many German casinos provide.”

The southern venues don’t differ dramatically from others across the country. The core offering remains consistent: slots, table games like roulette and blackjack, and at least one restaurant, sometimes two. Holland Casino isn’t limited to a maximum number of slots, though Petra says the operator is careful not to overwhelm players with excessive choice.

Innovation on the Floor: The Next Zone Experience

Variations between locations largely depend on property size rather than assumptions about customer preferences. In larger casinos, players can enjoy Interblock’s Stadium setup, combining slots and table games with a live presenter for an energetic atmosphere. Holland Casino calls this Next Zone.

“It’s an innovation we launched a few years ago to explore how we can develop the casino product,” Petra said. “Our industry is well known for what we offer, but how do you innovate?”

Like most operators, slots generate the bulk of Holland Casino’s revenue. However, the company holds a monopoly on land-based table games, poker, and bingo in the Netherlands.

“Those are our hero products that make us attractive,” Petra noted. “We’re the only provider of land-based live table games in the Netherlands. They might not dominate our financial results, but they dominate our identity. In terms of figures, slots are bigger than table games.”

Petra’s aviation background taught her the importance of human interaction. Losing that on the casino floor would be a mistake. Not every customer wants to chat, but the success of Next Zone demonstrates that players view Holland Casino as a sociable, lively experience rather than a solitary one.

The Netherlands has been a focal point of industry conversation, particularly regarding online gambling. Petra emphasizes the importance of a “healthy legal gambling market” for the sector to thrive.

“We see taxes going up. We see regulations increasing. We see our guests changing what they want. We must ensure we have a strong legal offer, because if we don’t, people will find their way to illegal means.”

Holland Casino celebrates its 50th anniversary this year, having been founded by the Dutch government. “At the time, the government decided to establish Holland Casino to provide regulated gambling to local people. They also thought it might interest tourists. That aspect has faded—we’re now focused on the local market. But 50 years later, it’s still essential to have a healthy, legal industry.”

Tax Hikes Force Strategic Reshuffling

Is the Monopoly Secure?

The monopoly is not guaranteed forever. It undergoes regular evaluation. “The Dutch State, represented by the Ministry of Finance, is our shareholder, and they evaluate all state-owned companies every seven years—not just Holland Casino,” Petra explained.

The Impact of Rising Gambling Tax

One of the operator’s biggest challenges is the gambling tax increase enforced in recent years. Petra has been vocal about this issue. The company’s profitability has taken a significant hit. The first tax increase to 34.2% of GGR took effect on January 1, 2025. Holland Casino now pays 37.8% of GGR to the state following an additional increase in 2026. With labor tax added, the business pays around 52% before covering basic running costs.

That’s a substantial burden. It’s encouraging, then, that the business continues performing well despite the tightening tax environment.

Mitigation Strategies: Efficiency Without Compromising Experience

With such significant tax increases, one might expect deep cost-cutting. But Petra said the company has made it work through efficiency gains and restructuring—while maintaining the customer experience so guests don’t notice any changes.

“We recognize that people are always interested in gambling, and we’re the party that should offer it safely. We’ve been careful to maintain that. But our costs rose quickly, so we restructured our head office. We’ve also explored innovations in our offerings, which we’re currently testing, including further development of Next Zone. We introduced double-zero roulette, which we didn’t have previously in the Netherlands.”

She added: “In the gaming industry, we can’t simply change the RTP (return-to-player) and solve the problem. It doesn’t work like that, especially when you take responsible gaming seriously.”

Two Separate Databases, One Responsibility

Dutch casinos must maintain two databases—one for online players and one for land-based players—and keep them strictly separate, except for responsible gambling purposes. An operator cannot use its online channel to promote land-based services or vice versa. However, all data can be combined to ensure player safety across both channels.

Being a state-owned monopoly has advantages for responsible gaming. There’s no pressure from employers or shareholders demanding quarterly earnings growth. As long as the business remains self-supporting, it can prioritize player health and relationships.

As Petra put it: “It’s about a healthy long-term relationship.”

Holland Casino operates a responsible gambling board that includes scientists, experts with lived experience, and the company’s own RG executives. The board meets every few months to review current processes, challenge the operator’s ideas and implementations, and push for continuous improvement.

“They challenge us from both academic and practical perspectives. We try to develop our rules as we go, but you have to prove every single day that you’re doing everything necessary for responsible gaming,” Petra said.

The Online Gambling Dilemma in the Netherlands

The Dutch online gambling market has been widely discussed in industry circles, thanks to regulations widely described as heavy-handed and perhaps short-sighted—even by the country’s own regulators. The ongoing battle against the black market presents both challenges and opportunities, and Holland Casino’s CEO remains cautiously optimistic about the sector’s direction.