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Dutch Government Approves Online Gambling Ad Ban
The Dutch government has published the full draft of its ban on “untargeted” advertising and recruitment by licensed betting companies in the Netherlands, setting a start date of July 1.
From that date, operators in the Netherlands will have to adhere to a much stricter advertising policy. Measures include a ban on televised advertisements and marketing in public places, such as via billiards and on printed media.
Bookmakers will have a little more leeway with online and social media advertising. Companies can continue to do so, but must be able to prove that any material is targeted to audiences aged 24 and older.
The document was submitted to the Hague on April 5 by Franc Weerwind, Minister for Legal Protection at the Ministry of Justice and Security, the long-term architect of the legislation.
Following the regulation of the Dutch online market on 1 October 2021, political observers in the Netherlands have voiced concern about the increase in advertising after the first licences were issued.
Explaining the rationale behind the new restrictions on the Dutch online betting sector less than three years into maturity, Weerwind outlined that “the amount of advertising for remote games of chance has increased sharply”.
“Addiction care and people who have experience with addiction problems have indicated that they have difficulty with the large amount of untargeted advertising,” the Minister wrote.
“Research also shows that advertising for remote games of chance is often seen through channels with a very wide reach. As a result, people with addiction problems for games of chance can hardly escape a confrontation with games of chance advertising in their daily lives.”
Weerwind did acknowledge that advertising fulfils a core function of the KOA Act legislation which regulated the market back in 2021, that being promotion of the regulated offering.
“It should be noted that it is difficult to quantify the exact consequences of the large amount of untargeted advertising and its broad and untargeted reach,” Weerwind continued.
“This is primarily because it is not yet clear how large the number of players that play on the illegal market are and have played in the past.
“It is clear that many Dutch people already played with illegal providers before the market opened, but it is unclear how large this number is exactly, how many players have since switched from illegal to legal providers and what growth of new players there has been.”
Both the government and KSA have observed that marketing by licensed bookmakers directs punters to legal operators that adhere to the player protection standards enforced by the Kansspelautoriteit (KSA) gambling authority.
However, legislators and addiction treatment specialists’ main concerns are that advertising may be too far-reaching, potentially exposing young people – meaning those aged 18-24 – and under-age consumers to age-restricted betting products.
By confirming the July 1 launch date for the advertising clampdown, Weerwind remains on track with his most recent legislative objectives, having said in March that the ban would come into force no later than this day.
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Play’n GO invites players to traverse a realm shaped by sin and consequence in Divina Commedia I Nove Cerchi, a slot rooted in Dante Alighieri’s legendary Divine Comedy.
The game opens in shadow. Dante stands at the edge of the inferno, blocked by monstrous figures – embodiments of human vice. But salvation appears in the form of Virgil, a poet from antiquity, sent to lead him through the Nine Circles of Hell. This slot doesn’t just reference a classic; it captures its essence. Players follow Dante deeper into the abyss, through torment and trial, with each spin echoing a step through divine judgement.
The narrative structure drives the game. Lucifer watches from above, Souls flicker across the reels, and Lanterns illuminate the path below. As Dante descends, so too do players – not aimlessly, but with a guide, a goal, and a chance to witness redemption emerge from ruin.
Visually, the slot is an infernal tapestry. From scorched gates to flickering flames and horned demons, every frame is steeped in lore. Rather than lean on familiar mechanics, the game’s features serve the story – Souls that evolve, Lanterns that unlock progress, and a climactic Hold & Win moment that pits players against the Prince of Darkness himself.
Those who’ve explored mythic worlds in titles like House of Doom or Gates of Troy will recognise the depth of storytelling here – though Divina Commedia I Nove Cerchi carves its own path through the fire.
Magnus Wallentin, Games Ambassador at Play’n GO, said: “We’ve taken one of literature’s most iconic texts and given it new life on the reels. This is a narrative-first experience where every symbol, scene and feature plays into the descent.”
Divina Commedia I Nove Cerchi offers more than gameplay – it offers a reckoning.
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Kambi Group plc (“Kambi”), the home of premium sports betting solutions, has signed a multi-year agreement with Holland Gaming Technology Ltd to provide its full Turnkey Sportsbook solution to the operator in the Netherlands.
As part of the agreement, Holland Gaming Technology via its Holland Power Gaming subsidiary will gain access to Kambi’s revenue-driving sportsbook solution, combining advanced trading capabilities, a powerful open platform and award-winning Bet Builder product to deliver an engaging sports betting experience for its players. The solution also includes a range of player engagement features and operator control tools designed to help partners differentiate and scale effectively.
The partnership follows Holland Gaming Technology’s successful sports betting licensure from the Dutch regulator, Kansspelautoriteit (KSA), and represents a significant step forward in the company’s growth strategy. Already a recognised name in the Dutch online casino space, Holland Gaming Technology will now extend its offering to include sports betting for the first time, powered by Kambi’s world-leading end-to-end sportsbook.
Werner Becher, CEO of Kambi, said: “We’re excited to partner with Holland Gaming Technology as they expand into sports betting for the first time. Their strong marketing and deep industry expertise make them an ideal fit for our Turnkey Sportsbook solution and, together, we look forward to delivering a high-performance product tailored to the Dutch market.”
Eddy Hultermans, director of Holland Gaming Technology Ltd, added: “Launching a sportsbook is a natural evolution for the business, and partnering with Kambi gives us the confidence to do so with a best-in-class product. Our team brings decades of experience in gaming, and with Kambi’s technology and support, we’re ready to deliver a compelling and engaging sports betting experience for our growing customer base.”
The post Kambi Group plc partners with Holland Gaming Technology in the Netherlands appeared first on European Gaming Industry News.
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