This week, Lee-Ann talks to Floris Assies (founder and CEO; BetterWorldCasinos.com) and Steven Vrolijk (Managing Partner, XY Legal Solutions) discuss strategies and current trends in the Dutch iGaming industry. These provide insight into the history of iGaming regulation in the country and recent changes that have enabled operators and affiliates to enter the market. We also discuss the marketing and strategic situation in the Netherlands, emphasizing the importance of language and cultural factors. Speakers also touch on the challenges and opportunities in the Dutch market, including the highly regulated nature of the industry and the importance of compliance.
Listen here for all the insights.
importance of language
Lee-Ann asked, “As a small region in Europe, what are the big trends you're seeing in this market? And what tips can you offer to our listeners who are both affiliates and affiliate managers?” I will ask.
Floris replies: This is because many Dutch people have a high level of English proficiency. But you still want to establish trust, especially as an affiliate. And trust is best established when you approach someone in their native language. Especially in the age of her AI language models, it's very easy to just throw things at translators. When this all started, I felt like I heard a lot of content creators saying, “Oh, what's going to happen to my profession?” All of them still exist and are still very necessary because language models are primarily trained in English. Therefore, their Dutch is not at all good enough.
“Providing proper Dutch content requires good copy and good content writers. So that's something that should not be underestimated in the first place. If you really want to approach the Dutch market, Dutch I think you should do it. That's my recommendation.”
Affiliate opportunities in the Netherlands
Stephen said: “We received several topics for this podcast, one of which was: 'What makes the Dutch market interesting for affiliates?' To be honest, the market is highly regulated, which naturally makes it a little difficult to take a position. Regulations are also strict for affiliates. But the flip side is that unfocused advertising will disappear within a few years. Therefore, after July 1st, you will no longer be able to sponsor an event. You will no longer be able to sponsor sports, T-shirts, etc.
“While it is a tough market for affiliates as there are many regulations, the only acquisition tools left will be focused. This means that we may become more and more interested in collaborations in the future, simply because there are really no other acquisition tools left, which is what makes the affiliate sector interesting in the Netherlands. Because it’s a good cause.”
piece of pie
Floris says, “B.I think what makes the Netherlands so difficult is that it's a very small market and it's very saturated. You see, he only has 600,000 players. So what we have to share is a relatively small pie. And because this is such a high-value player, there are a lot of big players in the market who want to get a piece of that pie.
“I was actually talking about it with a colleague this morning. We've already seen that parasite SEO is huge in the US, the UK, and other big markets. In fact, we've come across parasite SEO in the Netherlands as well. So, for people who aren't familiar with casinos, this means that very large publishers, who normally have nothing to do with this niche, suddenly start adding casino content to their sites that they already have. It means leveraging all your powers. You don't have time to rank above other sites that have been around for a very long time. So it's a tough market, but it's also a good one. If you can do it. , there's a lot of money to be made. But it's hard to get in. I think you need a very clear strategy and a very clear focus to get in and get started.”
If you would like to know more about the following, please ask.
- Compliance with Dutch regulations – Includes the 95% rule (mandatory for marketplace affiliates).
- A sustainable approach to gambling.
- The important role language and cultural factors play in the Dutch market.
Key segments of this podcast and where you can listen directly to them:
[12:48] Tips for affiliates entering the Dutch market
[27:28] The importance of partnership in consumer protection
[35:00] Compliance and the 95% rule
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