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Holland Casino Becomes Responsible Betting Partner of Dutch Football

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Holland Casino will be a responsible betting partner for all Dutch professional football as of next season (2021/22).

The cooperation with the Eredivisie, Keuken Kampioen Divisie (First Division) and ESPN will enable Holland Casino to present itself from October 1 as an appealing online provider with an attractive comprehensive offer of sports betting and well-known casino games. Safe and responsible gaming and Fair Play is always the top priority for all these offers.

Erwin van Lambaart, CEO of Holland Casino, said: “The value of this cooperation is not only great for all parties directly involved, but is also in the interest of the Dutch public and all professional football clubs.”

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On 1 October 2021, the government will open the online gaming market. Holland Casino’s ambition is to establish a significant market position right from the start. Investing in the most popular sport in the Netherlands in the next four years is an important contribution to achieving this goal. Prevention and education about safe and responsible participation in online games of chance are central to this. Moreover, the investment is a welcome financial boost for Dutch football.

Erwin van Lambaart, CEO of Holland Casino, said: “The value of the investment in Dutch football is really great for all parties. It gives Holland Casino an enormous reach to interest a wide audience in attractive gambling games with an exciting new online dimension where safe and responsible gaming always comes first. By setting the bar high, we want to set an example in the Netherlands and the rest of Europe, in our casinos and starting on 1 October in our online offer as well. This reliability is of great importance to consumers. The value of the investment is also great, because it really supports all professional football clubs, spread throughout the Netherlands.”

Jan de Jong, CEO of Eredivisie, said: “The Eredivisie has very deliberately chosen a Dutch party, Holland Casino, an A-brand. A reliable party. With a good long-term vision. Moreover, the Eredivisie and Holland Casino share a rich, successful and beautiful history. We are now going to add another wonderful chapter of at least four years.”

Marc Boele, Director of Coöperatie First Division, said: “Holland Casino, the Eredivisie and the Keuken Kampioen Divisie have always been committed to a safe and responsible gaming offer that fully safeguards the integrity of the sport. That makes this cooperation as logical as it is desirable. We look forward to working together in the coming years, with new game concepts that will add value to the fans’ experience of the game.”

Part of it is also the cooperation with ESPN, the channel that broadcasts all live football from the Eredivisie and Keuken Kampioen Divisie. The ESPN platform will make an important contribution to the visibility of Holland Casino as a responsible betting partner of Dutch football. In addition, Holland Casino and ESPN will jointly develop new content, which is in line with the ambitions and which offers relevance and entertainment for Dutch football fans.

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Van Lambaart speaks of “a future-proof, sustainable approach”, which is necessary to provide the Dutch public with both ample entertainment as well as protection when it comes to online gambling in the coming years.

“This partnership with Dutch football is going to help us get new impetus in a future-proof way in the coming years. The plan is sound, realistic and healthy. We are convinced that this will pay off on several fronts. On the one hand, the COVID-19 crisis has stressed that a digital channel is essential for the robustness of Holland Casino. It makes our company more future-proof. On the other hand, we have very deliberately chosen to integrate the right balance between appeal and responsible play into the entire collaboration,” Van Lambaart said.

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Burendo

Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms

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Tom Walton, Director at Burendo, shares how the technology consultants are helping European operators squeeze more value from their existing technology by taking inspiration from US market leaders.

Established European markets have long been at the forefront of betting technology and regulation, yet leading operators across the Atlantic are increasingly pushing the envelope on user experience, product development and market agility. Major sportsbooks such as DraftKings and FanDuel have the deep pockets to build flexible proprietary technology, outpacing smaller rivals, while many European operators continue to rely on cookie cutter legacy technology that struggles to resonate with customers.

Setting the pace in the US

The rapid success of market leaders like DraftKings and FanDuel has not only redefined the US sports betting landscape but highlighted key lessons in user acquisition and innovation. One of the major differentiators between the US giants and smaller European operators is their ability to invest in and build their own technology tailored to the demands of modern sports bettors.

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FanDuel’s SGP+ feature offers a new layer to the betting experience by combining multiple bets from the same game with more bets from other games in one parlay. At the end of 2024, ESPN Bet announced an account linking feature that allows bettors to seamless switch to watching live sports, in turn helping the operator to better curate custom bets as the technology tracks their viewing preferences. In the same vein, DraftKings’ Sportsbook+ subscription service, launched in January 2025, allows subscribers to access better odds on parlays for $20 per month, and is the first of its kind. While same-game parlays and streaming also enjoy significant success in Europe, the Americans are leading the way with heavy promotions, marketing, and specialised technology designed to disrupt the market. The advantages are clear – bigger US operators with more financial power can offer customers a seamless, mobile-first experience that is tailored to their needs. They have the flexibility to take bigger risks and innovate rapidly, without being tied to technical limitations of outdated infrastructure. While their wall-to-wall advertising and marketing budgets are ahead of the game, their technology is equally as important to their success.

In Europe, operators may strive to build their own platforms but come up against a series of hurdles. Financially, it is a major undertaking and without the technical expertise, could lead to missteps. This is where Burendo can step in. Our consultancy team partners with operators to identify key opportunities for leveraging existing technology, helping them to innovate and scale in a cost effective and risk-mitigated manner.

We understand that near-identical user interfaces that offer similar player journeys to competitors cannot drive meaningful growth. For many operators in the UK and other regulated European markets, it can seem daunting to introduce entire new systems. However, transforming legacy platforms is not as overwhelming as it may appear. By streamlining processes and leveraging handpicked solutions and technologies, Burendo enables its clients to squeeze more value from their existing platforms and craft compelling experiences. We empower them with the skills to continuously improve long after our engagement, ensuring their systems remain adaptable in an ever-evolving market.

Innovation without breaking the bank

Technological improvements do not require a large budget. Operators can uncover real value by working with our expert teams, who leverage more than 40 years of combined experience in highly regulated markets, to deliver cost-effective, impactful solutions that prioritise long-term success over short-term fixes. Whether optimising an existing platform or introducing new features and capabilities, the goal is always to deliver measurable improvements that are built for the future.

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Through our tailored approach, operators can innovate affordably, unlocking the power of their existing systems without the need for a complete overhaul. We help European operators bridge the gap between legacy systems and the innovation driving success in America. With our expertise of transforming sportsbooks, we can reinvigorate platforms without complexity or high costs commonly associated with changing provider or building sportsbooks from scratch.

The post Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms appeared first on Gaming and Gambling Industry in the Americas.

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Latest News

Coral Becomes Birmingham City’s Official UK Betting Partner

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Birmingham City Football Club has announced leading British betting operator Coral as its Official UK Betting Partner.

Coral, owned by Entain, has signed a multi-year partnership with the club that will run through to the end of the 2027/28 football season. Coral will look to use the new partnership to reward and entertain Birmingham City supporters with a range of engaging content and activation activities. These will include acting as the official goal sponsor, collaborating on the Fan Park ahead of match days and providing fans with once in a lifetime experiences.

The deal will also see Coral branding pitch-side on the Club’s new digital screens and perimeter boards at St. Andrew’s @ Knighthead Park.

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Birmingham City Chief Executive Officer, Jeremy Dale, said: “We are thrilled to welcome Coral onboard as the latest partner to join us on our exciting journey. In Coral, we are entering a partnership with a brand which puts the customer at the heart of its operation, something we care deeply about here at Blues with our supporters.

“We are aligned on our values and share a burning ambition to deliver an excellent product which our supporters can be proud of. This isn’t a journey we will go on alone and we are delighted that Coral has chosen to embark on this adventure with us. We love the focus on fans from Coral so it was very simple to build a programme that we both embraced.”

Charlotte Emery, Chief Marketing Officer for Coral (Entain UK Brands), said: “Having made the decision to return the Coral brand to football, it was key we partnered with a club that not only has a similarly long history to our own, but is also looking firmly to the future, with a long-term plan for success.

“Most importantly, we wanted to work with a club that shares our passion to put the fans first. We know Birmingham City FC and its fans are on a great journey, and we are thrilled that Coral will be here for that journey every step of the way.”

The post Coral Becomes Birmingham City’s Official UK Betting Partner appeared first on European Gaming Industry News.

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EveryMatrix Press Releases

OddsMatrix grows micro-market coverage with Kero Gaming integration

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OddsMatrix, EveryMatrix’s sportsbook and odds feed business, has further enhanced its premium sports content offering by partnering with micro-markets provider Kero Gaming.

The collaboration will see OddsMatrix integrate Kero’s suite of traditional and contextual football led micro markets into its sportsbook and feed coverage, with basketball, baseball, and American football to follow later this year.

These rapid micro-markets will broaden OddsMatrix’s coverage of 170,000+ monthly live betting events and 650+ bet types across its ‘always-on’ sportsbook.

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Kero content will supplement OddsMatrix’s existing multi-sport Fast Markets product offering sportsbook and odds feed customers real-time, instant betting options across a variety of individual game moments.

By blending its proprietary Fast Markets with Kero’s micro-betting output, OddsMatrix will further empower its growing, global tier-1 client base with a differentiated and dynamic live betting offering.

Tor Skeie, CEO, OddsMatrix, said: “Integrating with Kero Gaming adds another layer to our comprehensive premium sportsbook and feed coverage.

“Kero have been fundamental figures in the growth of micro-betting and we are thrilled to integrate their content into our ‘always-on’ sportsbook.

“We’re passionate about empowering our loyal customers with technology, tools and content that enable them to differentiate, and this partnership will help support that goal.”

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Tomash Devenishek, CEO, Kero Gaming, said: “Collaborating with EveryMatrix is a natural fit for Kero, as both companies share a commitment to delivering best-in-class solutions for operators and bettors alike.

“This partnership enables us to integrate our cutting-edge micro-betting technology with EveryMatrix’s powerful platform, creating new opportunities for engagement and excitement.”

The post OddsMatrix grows micro-market coverage with Kero Gaming integration appeared first on European Gaming Industry News.

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