Reader I Bought The Company, Betsson Doubles Dutch Down and Re-enters Holland Market

Three-years after pulling out of the Dutch iGaming market because of legal headwinds prompted by re-regulation, Betsson has returned to The Netherlands by the simple expedient of buying a local B2C company, Holland Gaming Technology Ltd., for €27.5 million (£23.53m).

Holland Gaming Technology operates two principal websites– and–in the Lowlands in conjunction with its Holland Power Gaming BV online game studio.

The acquisition, to be paid in three cash tranches over 12-months, remains subject to approval by the regulatory Nederlandse Kansspelautoriteit Gambling Authority (KSA).

Scandinavia-origin Betsson, like many of the then-Grey Marketeers operating in Holland in the run-up to re-regulation, chose to leave the country before they were banned outright.

After the new licensed market launched in October, 2021, Betsson formally applied for a gaming licence in the country.


But it withdrew its application in July 2023, citing long and costly delays in the licensing process.

They hope to circumvent the snaffle by the simple solution of buying a licensed and already established local player.

Meantime, in further major Dutch gambling news, members of parliament, the States General, have narrowly voted against instigating a total ban on all betting advertising in the leading northern European nation of 17.6 million people.

The motion had widespread cross-party support but fell just short of the 76 votes it needed to progress in the bi-camaral parliament.

So-called “untargeted” advertising, promoting gambling outdoors and on traditional television and radio, has been banned in the country since July last year.

An additional ban on gambling companies sponsoring sports teams is set to take effect in July 2025.

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