Growth of online gambling after legalization

The legal online market in the Netherlands opened on October 1, 2021 (KoA/Remote Gambling Act), with mandatory self-exclusion checks via CRUKS and operator licensing from Kansspelautoriteit (KSA). This was the starting point for the sewerage of demand from the gray zone to the regulated ecosystem.

1) 2021-2023: rapid recruitment phase

Sewerage and trust. The transition of players to k.nl brands took place against the backdrop of strict KYC/AML, CRUKS and understandable payments.

Revenue growth (GGR/GSR). According to KSA and industry reports, 2022-2023 gave double-digit growth: the market moved from "launch" to a stable base of players, and 2023 consolidated the effect.

Product anchors. Online slots and live games have become the main share, sports betting - the second segment.

2) 2024: Stabilization and the "new rules of the game"

Slowing down to a "healthy" pace. The spring KSA survey indicated a transition to moderate growth and a benchmark ~ 8% in the average, which is typical for market maturity.

Severe advertising restrictions. From July 1, 2023, non-targeted advertising (TV/radio/outdoor) is prohibited, from June 2022 "role models" are prohibited; this redistributed marketing budgets in favor of neutral digital formats 24 +.

Focus on responsible play. Requirements for limits and tonality of communications have been strengthened, which restrains extreme behavioral peaks and makes revenue more predictable. (KSA - course on duty of care, neutral UX patterns).

3) 2025: correction and the impact of the "rigid framework"

H1-2025: GGR drawdown and gray zone signal. Autumn reports 2025 record a decrease in online GGR in the first half of the year (-16% to H2-2024) and the regulator's concern about the growth of the illegal segment. This is not a collapse, but a correction amid tightening and cleansing marketing.

Complete ban on sports sponsorship (from July 1, 2025). The multi-step ban on advertising integrations in sports has been completed - another factor in re-marking attraction channels.

4) What exactly is "fused" and what is "clipped" by regulation

• Local payments (iDEAL) and quick conclusions.
• Transparent game maps (RTP/rules), NL/EN locale.
• CRUKS + KYC/AML → a high level of trust.

• The ban on "mass" advertising and role models → a decrease in impulse traffic.
• Strengthening duty of care (limits, "cooling") → less overheated sessions.
• The ban on sports sponsorship (2025) → the end of a major offline recognition channel.

5) Conclusions for operators: "growth in quality"

1. Compliance marketing by design. Only provable target 24 +, neutral creative, transparent bonus conditions; audit of affiliates.

2. Bet on UX and product. The speed of payments, the stability of live streams, the readability of game cards is the main "motor" of organic matter.

3. RG analytics. Duty of care logs, intervention scenarios, A/B tests of prompts and pauses are a mandatory mature growth metric.

4. Anti-gray outline. Work with traffic leaks to an unlicensed segment (tags, block lists, informing players).

6) Conclusions for players: safe "new normal"

Play only with licensed players. nl operators (KSA logo, CRUKS check at login).

Set up deposit/loss/time limits, use "timeout" and self-exclusion if necessary.

Careful with "gray" advertising and "too generous" offers - in the Netherlands this is most often outlawed.

7) Bottom line: S-curve of maturity

The legalization of 2021 quickly transferred demand to the "white" perimeter and gave the market a strong start. By 2024, growth slowed to sustainable values, and in 2025 the market is undergoing a correction against the background of the strictest advertising framework in the EU and reinforced RG. Further - "growth in quality": competition of UX services, retention of "healthy" players and joint work of the state and industry against the illegal channel. This is what growing up Dutch online looks like: less noise - more trust and predictability.