Petra de Ruiter runs Holland Casino, the state-owned casino operator of the Netherlands. She took over as CEO on September 1, 2022, after more than 25 years in the airline business. Her work centres on three goals: great guest service, safer gambling, and a strong legal market.
Holland Casino has no US locations. Still, her fight with high taxes and illegal operators holds lessons for US states weighing their own iGaming rules.
Petra de Ruiter at a Glance
| Detail | Information |
| Current role | Chief Executive Officer, Holland Casino |
| CEO since | September 1, 2022 |
| Predecessor | Erwin van Lambaart |
| Previous role | Chief Operating Officer, Transavia |
| Background | Aviation sales, marketing, and operations |
| Education | Hotelschool The Hague; organizational studies, University of Amsterdam |
| Company owner | The Dutch state, through the Ministry of Finance |
Major Achievements
De Ruiter has focused on player safety, fresh games, and the push against illegal gambling.
Safer Gambling Research With Playtech
In December 2022, Holland Casino and Playtech launched a four-year study called “A Safe Bet.” Erasmus University Rotterdam and the University of Amsterdam also take part. The project tests how to match safer gambling tools to each player’s habits and risk level.
A Responsible Gambling Board
The company runs a responsible gambling board made up of scientists, people with lived experience, and in-house experts. The board meets with leaders every few months. Its members question the company’s rules and push for stronger player protection.
Next Zone and New Table Games
De Ruiter backs Next Zone, a gaming area in larger casinos. It mixes slots, table games, and a live host. Holland Casino has also added double-zero roulette, a first for the company in the Netherlands.
Leading the Fight Against Illegal Gambling
Holland Casino belongs to VNLOK, the trade group for licensed Dutch online operators. In September 2026, VNLOK took Meta to court in Amsterdam over illegal gambling ads. VNLOK counted about 70,000 Dutch-targeted gambling ads on Meta in late 2025. More than 95% came from illegal sites.
Awards and Recognition
De Ruiter made the Executive of the Year shortlist at the Global Gaming Awards London 2023. She has also sat on the supervisory board of GVB, Amsterdam’s public transport company, since 2021. GVB reappointed her for a second four-year term in May 2026.
In June 2026, she spoke at the Gaming in Holland Conference in Amsterdam. She told the crowd the legal market must win back trust, not just market share.
Employment History
De Ruiter trained at Hotelschool The Hague, where she learned how to look after guests. She later studied at the University of Amsterdam, but the airline world pulled her in. She spent more than 25 years in aviation before she moved to gambling.
| Years | Company | Role |
| 1991 to 1995 | Transavia | Account manager |
| 1995 to 1998 | Loyalty Management Netherlands (Air Miles) | Redemption manager |
| 1998 to 2004 | KLM | Product manager, then senior account manager, leisure |
| 2004 to 2007 | KLM UK | Director of marketing |
| 2007 to 2011 | Air France-KLM | Sales manager, Dutch leisure market |
| 2011 to 2016 | Transavia | Vice president, cabin operations |
| 2016 to 2022 | Transavia | Chief operating officer |
| 2022 to present | Holland Casino | Chief executive officer |
As COO, she ran Transavia’s daily flight operations, including safety. Holland Casino is her first CEO role. She says she took the job with a Pippi Longstocking attitude. She had never done it, but felt sure she could.
Why the jump from planes to casinos? De Ruiter sees clear links. Both are strict, people-heavy hospitality businesses, and each employs about 4,000 staff.
Products and Partnerships Launched
In December 2022, Holland Casino and Canadian payments firm Nuvei added SEPA Instant Credit Transfer to the cashier. The upgrade lets Dutch players receive withdrawals almost at once.
Dutch rules also shape her online strategy. Holland Casino must keep online and land-based player data apart, except for safer gambling checks.
Challenges Facing Holland Casino in 2026
In 2026, Holland Casino marks 50 years since its first casino opened in Zandvoort. De Ruiter closed that site in February 2025 because it no longer made money. The company now runs 13 casinos, including two in Amsterdam.
The Dutch gambling tax rose to 34.2% of gross gaming revenue in January 2025 and 37.8% in January 2026. Holland Casino posted a pre-tax loss of €6.1 million in the first half of 2026. De Ruiter responded by trimming the head office and testing new game formats. She argues a casino cannot just cut player payouts to cover costs, since that clashes with responsible gaming.
Her view on regulation is short and clear. “An unregulated market doesn’t become a safe market,” she told iGaming Business in September 2026.
What US Readers Can Learn From Her Approach
Several US states debated online casino bills in 2026, and Maryland’s failed again. The Dutch market shows what can happen when taxes and rules tighten fast. De Ruiter’s warning is simple: when the legal offer gets too weak, players drift to unlicensed sites.
For US players, the lesson matches our own advice. Play only at state-licensed casinos, set limits, and use the safer gambling tools every regulated site offers.
Ready to play safely? Find a licensed US online casino that fits your state and your budget.
Frequently Asked Questions
Who is the CEO of Holland Casino?
Petra de Ruiter has served as CEO of Holland Casino since September 1, 2022.
Who did Petra de Ruiter replace?
She replaced Erwin van Lambaart, who left in 2022 to join Casinos Austria.
What did Petra de Ruiter do before Holland Casino?
She spent more than 25 years in aviation at Transavia and Air France-KLM. Her last airline role was COO of Transavia.
Who owns Holland Casino?
The Dutch state owns Holland Casino through the Ministry of Finance. The ministry reviews all state-owned companies every seven years.
How many casinos does Holland Casino run?
Holland Casino runs 13 land-based casinos, plus Holland Casino Online, which launched in October 2021.
Does Holland Casino operate in the United States?
No. Holland Casino serves the Dutch market only and has no locations outside the Netherlands.
