The internationally renowned Hard Rock brand has officially marked its presence in the Netherlands, thanks to a significant licensing agreement with iCasino BV. This strategic move is spearheaded by Paul Strikers, the former CEO of Novomatic Netherlands. Earlier this year, specifically in May, iCasino BV successfully secured its operating license from de Kansspelautoriteit (KSA), the Netherlands’ gambling authority. This licensure marks the beginning of an exciting new venture for the company.
Initially, the company launched its platform under the iCasino.nl brand. However, to leverage the international appeal of Hard Rock, the platform is undergoing a rebranding process and will soon be known as HardRockCasino.nl. This comes as part of a larger strategy to make a considerable impact in the highly competitive Dutch online gambling market.
A key aspect of this transition has been the technological and content support provided by Bragg, a renowned technology solutions provider. Bragg has equipped HardRockCasino.nl with its comprehensive player account management (PAM) solution. Additionally, the platform features Bragg’s remote games server, which includes an impressive library of over 10,000 casino games. Remarkably, this is Bragg’s sixth PAM client within the Dutch market, underscoring its pivotal role in the industry.
Addressing the launch, iCasino CEO Paul Strikers expressed his confidence in Bragg’s technological prowess. He stated, “When entering a highly competitive market like The Netherlands, with its strong emphasis on operator compliance, we wanted to have the best foundation, and Bragg’s suite of content and technology solutions provides that.” Strikers emphasized that Dutch players would greatly benefit from access to the latest gaming titles and promotional offers, thereby bringing the quintessential Hard Rock Casino experience to the online realm.
Bragg CEO Matevž Mazij echoed Strikers’ sentiments, stating, “We’re excited to be able to support HardRockCasino.nl as it launches in the Dutch market.
. Hard Rock Digital is an internationally recognisable brand with a fantastic global presence.” Mazij’s comments reinforce the mutual optimism shared by both companies regarding this venture.
The entry of Hard Rock into the Dutch market follows its established interest in expanding its global presence beyond the United States. Earlier in March, Hard Rock partnered with Playtech, a leading gaming software company, to explore international markets. However, this partnership with iCasino BV appears to be Hard Rock’s first major non-US licensing deal, signaling a significant milestone in its global expansion strategy.
Notably, Hard Rock’s move into the Netherlands comes on the heels of other prominent brands entering the Dutch market. For instance, LeoVegas recently marked its presence with the BetMGM brand, which was announced in April.
Meanwhile, the Dutch gambling landscape has seen notable regulatory changes in recent months. In May, the government proposed a 7% increase in the gambling tax, which has implications for all operators in the market. Moreover, untargeted gambling advertising was banned in July 2023, adding a layer of compliance that operators must navigate. Further stringent measures were discussed in April when the Dutch house voted to prohibit all online gambling advertising, underscoring the regulatory intensification in the country.
In a related development, the Netherlands Online Gambling Association (NOGA) saw a significant change in leadership. Earlier this month, NOGA director Peter-Paul de Goeij announced his decision to step down from the trade body. This departure adds another layer of complexity to the evolving gambling landscape in the Netherlands.
Overall, the launch of HardRockCasino.nl represents a dynamic shift in the Dutch online gambling market. The collaboration between iCasino BV and Bragg is set to offer a rich, engaging, and compliant gaming experience that reflects the prestigious Hard Rock brand. As the landscape continues to evolve with regulatory changes and new market entrants, Hard Rock’s entry sets a high benchmark for quality and player experience in the Dutch igaming sector.
