Björn Fuchs (48) lives in Zutendaal, Belgium. He once started at RTL, where he worked his way up to Manager Sport & Entertainment. Now he is Chief Digital Officer at Janshen-Hahnraths Group and responsible for Fair Play Online in the Netherlands.
Since 1 May, he has also been chairman of the industry association VNLOK. Before that, he was involved in Stichting Speel Verantwoord, the predecessor of NOGA. So Fuchs is no stranger to the world of online gambling. In an interview with Casinonieuws.nl, Fuchs talks about his move.
VNLOK and NOGA merge into one strong organisation
After months of talks, the time has come: the industry organisations VNLOK and NOGA are becoming one. NOGA members will transfer to VNLOK. This creates for the first time a joint organisation for all legal online providers in the Netherlands.
This was much needed, as the industry is under pressure. More regulations, higher taxes and political attention are causing unrest. Fuchs played a key role in the merger process.
Working together takes time, but the need was high
According to Fuchs, the merger took a long time because the two associations had different backgrounds. VNLOK and NOGA did stand on the same square, but in a different corner. Only when everyone started feeling the same pain did they come closer together. Through rules and taxes, they recognised that working together was the only way to maintain influence.
KPMG’s role and the initiative from NOGA
The initiative for exploration came from NOGA. KPMG guided the process and brought companies together. This created space for an open conversation about the future of the industry.
In the end, it proved easier to continue under the name VNLOK instead of setting up something new. Legally, it was more logical and practical.
More members, but not all on board yet
More parties are now affiliated to VNLOK, but not all yet. According to Fuchs, talks are ongoing with three other providers. The goal remains to get everyone on board. Because until everyone joins, the risk remains that one bad player will ruin the image of the whole sector. In politics, this weighs heavily.
Self-regulation and equal rules for all
VNLOK believes in self-regulation. Everyone must abide by the same agreements, even those who are not members. Fuchs once filed a complaint against a party that did not comply. That party was not a member of an association at the time. Still, Fuchs thinks you have to follow the rules. Just like you follow the rules in traffic, without having signed the law.
Talking to politicians together is the only chance
Fuchs is clear: sitting back does not help. Only if all parties participate and tell a story together do they have a chance to influence rules. If one party is out of step, it harms the whole industry.
Especially now that politicians are considering advertising bans, tax increases and stricter requirements. This calls for clear and unambiguous communication.
Political reality weighs heavily on the industry
Politicians often look for scapegoats. In the process, facts and context perish. VNLOK wants to be the voice that brings nuance. According to Fuchs, the effect of good lobbying is already visible. Politicians have become slightly more realistic.
The buzzword “channelling” is finally being taken more seriously. The illegal market is large and continues to grow as legal supply is curtailed.
Player protection starts with a legal market
Players are entitled to protection. This is only available with legal providers. In the illegal market, there is no supervision, no duty of care. If taxation and rules destroy the legal offer, the illegal market will take over. That has already happened in Germany. Fuchs wants the Netherlands not to make that mistake.
Gambling tax up? VNLOK warns of consequences
The government wants to increase the gaming tax from 34.2% to 37.8%. According to Fuchs, this is irresponsible. More tax does not automatically mean more revenue. Due to high pressure, legal businesses fall away.
And illegal providers pay nothing. Then the tax revenue actually drops. VNLOK therefore wants the increase to be postponed and properly investigated.
Cooperation with addiction care helps with healthy choices
Fair Play has been working with addiction care organisations for years. They talk openly about risks, rules and temptations. A good example is the adaptation of the loyalty programme. In it, gaming credits were no longer given away, but physical gifts. This keeps it fun without encouraging overuse. Fuchs thinks this is essential.
Players without problems get too little attention
At the roundtable discussion on gaming, Fuchs noticed: everyone was there, except the ordinary player. Those 95 per cent of people who just enjoy a game of online gambling, you rarely hear about them. Yet their behaviour also determines the success or failure of rules. Fuchs wants their voices to be heard too.
New wind at Kansspelautoriteit and hope for dialogue
The Kansspelautoriteit is slowly changing. Fuchs sees the new chairman taking a more practical view. That helps, because supervision must also be practicable. The days of blind control are over. Fuchs hopes for a relationship where dialogue remains possible, without losing sight of the difference in roles.
No room for loopholes or clever tricks
From next week, sports sponsorship is no longer allowed. Fuchs is clear about this: anyone who tries to circumvent it is playing with fire. Tricks via fake brands or media entities create political hassles. And if that escalates, there will only be more legislation. That will not benefit anyone.
Rely on facts, not sentiment
The industry needs facts to influence policy. The days of frames and emotions must be over. According to Fuchs, the real work is not in shouting on social media, but in conversations with policymakers.
He remains committed to bringing the right figures and insights there. Only then will the legal market remain intact.
VNLOK wants to build bridges to other sectors
For now, VNLOK is focusing on online providers. But Fuchs also sees opportunities to talk to lotteries, gaming halls and the state casino. After all, everyone is in the same boat. Taxes and regulations affect them all. If those parties act together, they can also tell their story together.
No time for stagnation, busy months ahead
Fuchs knows that the coming period will be full of debates, new rules and talks. Nevertheless, he remains optimistic. As long as the industry remains realistic and united, there will always be room to join the conversation. And that is the only way to keep influence on what is to come.
Björn Fuchs continues to work full-time on a safe gambling market
In addition to his work as chairman of VNLOK, Fuchs remains active as chief digital officer. This is busy but, according to him, easy to combine. He also works a lot outside office hours. For him, the role of chairman is temporary, but important. Especially now that things are storming in the sector, someone needs to be at the helm.
Continuing to build trust with honesty and clarity
Fuchs opts for openness. Even if that means occasionally discussing something painful. Only with clear agreements, equal rules and honest communication does the industry build trust. With politicians, with consumers and with itself.