What Belgium does better than the Netherlands in the gambling market, according to Willem van Oort

On regulation, the black market and the future of the European gambling industry.

In this in-depth conversation with Gambling Club, Willem van Oort shares his vision of the European gambling market. As a strategic consultant and organiser of leading conferences, he has a unique perspective on the challenges within the sector — from regulation to the growth of the black market.

Could you briefly introduce yourself?

“Although many people know me as the organiser of annual conferences for the Dutch, Spanish, German and, more recently, Finnish gambling industries, that’s actually a hobby that’s got a bit out of hand.

What I spend most of my time on is my work as a strategic consultant for iGaming companies. I help both operators and suppliers with strategic issues relating to market entry, mergers and acquisitions, and vendor selection.

I am also a board member at Mindway AI. This is a company that focuses on player protection. Since our last conversation, the company has grown significantly: we now have 22 people and analyse around 14.7 million player profiles annually, including in Belgium and the Netherlands.”

The Gaming in Holland Conference is taking place soon. What can visitors expect?

“As is the case every year, all Dutch licence holders will be in attendance. We also have some big names on the stage, such as Arjan Blok and Petra de Ruiter.

In addition, we will be welcoming representatives from the Kansspelautoriteit, including Ella Seijsener and Floor van Bakkum.

There will be a focus on market developments and innovation, but ultimately it’s also about something very simple: everyone who matters in the Dutch gambling industry will be in Amsterdam on 4 June. That’s what makes it worthwhile.”

Your slogan #ReclaimTheMarket sparked some debate. What is the idea behind it?

“We launched that slogan last year during the Gaming in Germany Conference in Berlin. The idea is to strengthen the legal market by limiting collaboration with illegal operators.

We were inspired by Tipico’s Trusted Partner Programme, which rewards suppliers who do not collaborate with illegal providers.

We want to broaden that scope. Think of game providers, payment processors, platform suppliers and even Big Tech companies like Google. Many players still end up with illegal providers via such channels.

We also believe that conferences and events play a role in this. As a legal operator, should you really want to be visible at events where illegal providers are also given a platform? We have made a conscious decision not to do so.”

How serious is the situation regarding the black market at the moment?

“The figures from the Kansspelautoriteit are quite clear. By 2025, the gross gaming revenue of legal operators will have fallen by 18% compared to 2024.

What is even more worrying is that around half of the market now goes to illegal operators. And the number of players choosing to do so is also growing.

This indicates that there is genuinely something structurally wrong.”

What other trends do you see in the Dutch market?

“Consolidation is a key trend. High taxes, strict regulations and competition from the black market are making things increasingly difficult for smaller operators.

I therefore expect to see more mergers and acquisitions. Ultimately, this could lead to a market with only a limited number of players.”

Do you see similar developments in Belgium?

“Belgium is structured differently. There is a stronger link between online and physical operators, and there is more retail betting.

As a result, there is less competition, which creates a more stable market from the operators’ perspective.”

Does strict regulation have a counterproductive effect on channelling?

“Yes, I do think so.

Regulation always has an impact. Without rules, you would theoretically have 100% channelling. But if, in the end, half the market goes to illegal providers, you really have to ask yourself whether the balance is still right.”

What do you think countries are doing structurally wrong?

“It’s less about ‘mistakes’ and more about balance. Politicians often struggle to strike the right balance between the interests of providers, regulators and addiction services.

What you see, for example, is that ‘science’ is often equated with addiction studies, whilst disciplines such as economics or criminology receive less attention.

Furthermore, enforcement is complex. Many illegal providers operate outside Europe. In such cases, national law simply doesn’t get you very far.

The internet knows no borders — and that makes effective regulation difficult.”

What could the Netherlands have learnt from countries such as Spain?

“Spain gradually legalised the market, allowing it to grow organically.

In the Netherlands, the process was much more erratic. Moreover, popular offshore providers were not allowed to enter the market immediately, which led to a sort of ‘race for market share’.

That did the market no favours.”

Are regulators doing enough?

“They are doing a lot, but there are also limitations. As far as I’m concerned, there should be more focus on parties such as Google, because they play a significant role in referring users to illegal providers.”

What will the market look like in five years’ time?

“If nothing changes, it is not inconceivable that only five to ten operators will remain. That sounds drastic, but you see that sort of consolidation in many sectors.

At the same time, I hope that through innovation and better enforcement — including at European level — the black market can be curbed. That remains the biggest challenge in the end.”

The conversation with Willem van Oort leaves little room for doubt: the European gambling market is at a tipping point.

With increasing pressure from the black market, stricter regulation and consolidation within the sector, the coming years will reveal whether the legal market can adapt sufficiently — or will continue to lose ground.