The Netherlands’ licensed gaming market generated net gaming revenue (NGR) of €3.4 billion (£2.95 billion/US$3.59 billion) in 2022, according to a report by regulator Kansspelautoriteit (KSA).
The report is based on 2022 only as it was the first full calendar year for the Dutch online gambling market.
The country’s market officially opened in October 2021 following the passage and ratification of the much-delayed Remote Gambling Act (KOA). This month marks two years since the market began operations. NGR consists of deposits minus prizes paid out.
NGR for 2022 increased by 85.0% compared to €2.0 billion in 2021. KSA noted that this was due to an increase in both online gambling and land-based gaming, particularly as Covid restrictions -19 pandemic were lifted. In the Netherlands, land-based venues were closed until January 25, 2022, with restrictions in place until February 25, 2022.
Gambling and advertising expenses
Online casinos were one of the smaller markets in the Netherlands in 2022, after lotteries and land-based gambling. Online casino games accounted for 23% of the market share. The total NGR for casino games was €1.9 billion in 2022, accounting for 56% of the licensed market share.
Sports betting remained one of the smallest gambling sectors in the Netherlands, with a market share of 9%.
Looking at player behavior, the average adult in the Netherlands spent an average of €258 on gambling in 2022, compared to €158 in 2021. However, before the pandemic in 2019, the amount averaged €221.
In June 2022, the KSA introduced a ban on the use of role models in gambling advertising. This was followed in July 2023 by a much stricter ban on the majority of gambling advertisements. KSA estimates that the gaming industry spends “several hundred million euros” on advertising.
The report showed that the highest advertising spending on television in 2022 came from lottery operators at 52.4%. Advertisements from online operators were slightly behind with 40.9% spend.
Sports betting boom
KSA also reported that casino games accounted for €1.9 billion of the total NGR in 2022. Country-specific casino games accounted for 1.1 billion euros. Meanwhile, the number of gaming tables at Holland Casino grew by 5.3% to 373 in 2022.
Last week, Holland Casino signed a Diversity Charter aimed at increasing diversity in the workplace.
Sports betting experienced a boom in popularity in 2022 compared to the previous year. The report found that NGR for sports betting reached €319 million in 2022 – an increase of 262.5%. Overall, 83% of NGR in 2022 came from online sports and horse betting, compared to 17% from land-based betting.
Earlier this month, KSA detailed player behavior in its fifth online gambling monitoring report. The report revealed a slowdown in market growth, with gross gaming revenue (GGR) rising 8% from January to August, compared to 33% growth reported in the previous edition.