Operator News

The Netherlands – Holland Casino to roll-out Experience Zone at more casinos

By Phil - 30 August 2019

Holland Casino’s long-term HC2020 strategy is paying off with the state-owned casino monopoly in the Netherlands, confirming a 12 per cent year-on-year rise in revenue for the first six months of 2019.

GGR came in at €354m, up by €38m from last year with net profit after tax up 13 per cent to €32.5m. The results were boosted by the reopening of the fire-damaged casino in Groningen and the opening of the new Amsterdam West-Sloterdijk casino.

Attendance was up nine per cent with spend-per-head-per-visit up three per cent.

Holland Casino CEO Erwin van Lambaart said: “This is the first half of the year since the end of 2017 when we are back at full strength with fourteen branches. That has a positive effect on the figure. The upward trend is also the result of the strategic choices we have made in our long-term strategy HC2020. Through this we are future-proofing our company, and ensuring we are prepared for the challenging competitive conditions that we have faced and will face. By investing heavily in high-quality hospitality and guest experience, food and beverage and innovative gaming concepts, we remain in control of our own future. Naturally, our Gambling Prevention Policy [responsible gaming policy] remains the foundation of our company.”

He highlighted new product innovations at Holland Casino’s existing land-based locations such as the Experience Zone in Utrecht adding that results had been so good that the concept would be mirrored at more venues in the future.

“A good example of this is the Experience Zone for new players, which has been successfully developed in-house,” Mr. Lambaart said. “We have already achieved good results with this in Utrecht. We will introduce this concept at the end of this year in a second casino, and in the first quarter of next year in a third location.

The aim has been to attract younger players with an almost nightclub gaming experience creating a ‘stimulating and dynamic environment’ with low limit tables where players can play for very small amounts.

The Experience Zone, based around Interblock’s Pulse Arena, is a fresh, dynamic approach to entice younger players. The croupiers are service oriented and lively, playing music in front of the extra large display monitors that give direct information on the games being played, such as Roulette, Punto Banco and BlackJack.

Mr. Lambaart added; “Holland Casino is planning to apply for a license to offer online games of chance so that we can also set the standard for safe and responsible gaming online.”