Top platform provider launches Netherlands’ latest brand delivering a player-centered experience.
The Mill Adventure, a technology-oriented platform provider, has significantly enhanced its presence in the European regulated market by successfully facilitating the launch of the new Dutch brand Winz.nl.
By partnering with The Mill Adventure, operator Orange Gaming’s new brand is leveraging the provider’s comprehensive turnkey solution, which features AI-powered SmartLobbies, enhanced player personalization options, and real-time Business Intelligence tools.
The platform has been tailored to align with Dutch regulations, integrating extensive responsible gambling protocols, strong player protection features, and complete adherence to KSA standards.
The complete launch comes after Orange Gaming obtained its license from Kansspelautoriteit (KSA) in late 2025, with Winz.nl having a soft launch in January. The brand has launched in the Dutch market with a clear goal of offering a superior, player-focused option in a field primarily controlled by global companies.
A significant differentiator is WinClub, a loyalty program intended to provide players real options regarding how and when they can redeem rewards. Departing from conventional operator-managed bonus systems, the platform enables players to accumulate points via consistent gameplay and choose from a selection of bonuses, free spins, and rewards as they wish. This player-driven approach closely follows responsible gambling guidelines, promoting more intentional participation while steering clear of forceful promotional “pressure” tactics.
Through the integration of local market aspirations and The Mill Adventure’s scalable, compliance-focused technology, the partnership highlights the provider’s capability to launch ambitious brands in Europe’s leading regulated markets.
Bjørnar Heggernes, Chief Commercial Officer at The Mill Adventure, said: “Going live with Winz.nl marks another important milestone in our European growth strategy. The Netherlands is a highly regulated and competitive market, and this launch demonstrates both the flexibility of our platform and our ability to support ambitious new entrants from day one.
“Our turnkey solution enables partners to combine strong brand vision with advanced personalisation, automated lobby management and real-time data insight, all within a fully compliant framework. We are excited to support Winz.nl as it builds momentum and delivers a differentiated, player-first experience in the Dutch market.”
Petrit Dibrani, CEO at Orange Gaming, said: “Our vision is to make the regulated Dutch offer the clear first choice for players – safer, more trustworthy and genuinely enjoyable. Launching with The Mill Adventure’s platform gives us the technology, compliance confidence and analytical capabilities to execute that vision effectively.
“Early results show that players are not only signing up but staying engaged. By focusing on quality, transparency and giving players meaningful control, we are building a brand designed for sustainable growth within the regulated Dutch landscape.”
