Holland Casino lands omni-channel marketing deal with Selligent

25 October 2019

Dutch gambling monopoly Holland Casino has entered into a partnership with B2C marketing automation specialist Selligent Marketing Cloud with the aim of enhancing its omni-channel marketing efforts and boosting guest experiences.

Under the agreement, Selligent will work with Holland Casino to strengthen and expand its marketing campaigns in order to reach customers in new ways.

Selligent will focus on tying interactions across all of Holland Casino’s consumer touchpoints, including web, mobile and social media.

Holland Casino currently runs 14 casinos throughout the Netherlands and has plans to roll out an online gaming service when the country opens its regulated market. The operator has an agreement in place with Playtech to power its igaming offering.

“Holland Casino is focused on delivering tailored experiences to increase engagement and loyalty with our customers,” Holland Casino’s product owner marketing technology, Bjørn de Boer, said.

“It was important that we select a marketing technology partner with a robust, flexible and secure platform that would allow us to deliver personalised offers even while guests are already on site."

Selligent chief executive John Hernandez added: “Casinos often have a diverse customer base that enjoys a variety of unique experiences. There is a constant opportunity to better understand their needs to take visits to another level.

“With Selligent Marketing Cloud, Holland Casino can tap into individual tastes to build highly personalised entertainment experiences that keep their guests coming back.”

The Netherlands is set to launch a regulated market in January 2021, introducing competition for Holand Casino, after the Dutch Senate in February passed the Netherlands’ Remote Gambling Act.

New online gaming laws are due to come into force from July 1, 2020, subject to approval from the Ministry of Justice and Security. After this, Dutch regulator Kansspelautoriteit (KSA) will draw up licence conditions ahead of the proposed launch date six months later.

Licences will only be made available to operators that have had no unlicensed activity in the Netherlands in the two years prior to the introduction of legislation.