Jan Paul van Heemskerck van Beest now heads Holland Casino Online
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31 Mar 2025 •
Reading time: 3 minutes Holland Casino Online has announced the appointment of Jan Paul van Heemskerck van Beest as its new director from 1ᵉʳ April 2025, succeeding Jeroen Verkroost, whose position has been axed as part of a restructuring. Formerly the company’s Marketing and Sales Director, then Commercial Director since 2022, Van Heemskerck van Beest will have to navigate a fast-changing online market marked by strict regulations. His objective will be to continue the expansion of Holland Casino Online while maintaining a strong commitment to innovation and responsible gaming.
Holland Casino, the Dutch state-owned gambling operator, has announced that Jan Paul van Heemskerck van Beest will take over as CEO of Holland Casino Online from 1ᵉʳ April 2025. This appointment comes as part of an internal restructuring aimed at optimising the company’s operations.
Van Heemskerck van Beest returns to his roots
Jan Paul van Heemskerck van Beest is no stranger to Holland Casino. After serving as Marketing and Sales Director between 2009 and 2015, he returned in September 2022 as Commercial Director. Drawing on his experience, he states.
‘The common thread running through my working life is that the consumer is number one, two and three, whether it’s providing the best offer or, in the case of Holland Casino, protecting the customer if necessary.’
This appointment is part of a wider reorganisation within Holland Casino. Jeroen Verkroost, previously Director of Digital Transformation, is leaving the company following the abolition of his position as part of this restructuring. Verkroost’s responsibilities will now be shared between Van Heemskerck van Beest, who will oversee Holland Casino Online, and Pieter Boers, current Director of Technology and Operations Support, who will take charge of IT aspects.
Challenges and prospects for Holland Casino Online
Holland Casino Online accounts for around 10% of the company’s total turnover. However, the online sector is facing increasing regulatory challenges. Last December, CEO Petra de Ruiter highlighted the difficulties associated with increasingly strict regulations affecting online activities. Van Heemskerck van Beest’s appointment therefore comes at a crucial time for the company’s digital future.
Commitment to innovation and responsible gaming
Under the leadership of Jeroen Verkroost, Holland Casino Online has launched new studios and live casino games, strengthening its presence in the online market. The company has also been recognised for its responsible gaming efforts, successfully passing an audit by the European Casino Association without comment. Van Heemskerck van Beest will be responsible for continuing these initiatives while navigating a complex regulatory environment.
With his extensive experience at Holland Casino and other major companies such as Eneco, Nuon and NS, Jan Paul van Heemskerck van Beest is well placed to guide Holland Casino Online to sustainable growth. His customer-focused approach and understanding of the digital landscape will be invaluable assets to the company in the years ahead.