Betsson Rebrands All Dutch-Facing Casinos

Betsson Rebrands All Dutch-Facing Casinos

Gambling brand Betsson has taken the opportunity to rebrand all of its Dutch-facing online gaming platforms, with the local market getting ready for its own reorganisation.

Recently, the Dutch Senate passed a Remote Gambling Bill, which looks to make room for the online gambling scene in the Netherlands to expand. Because of this, Betsson took the decision to distance itself from what has been described as a “cowboy” past in the country, with the first step being to rebrand its own platforms there.

Originally entitled Oranje Casino and Kroon Casino, both of these platforms will continue running under different names, even though they’ve held such titles since before Betsson purchased them back in 2014. With the new legislation in the Netherlands, international operators have received the possibility of applying for a licence from the regulatory body there – Kansspelautoriteit.

This rule does not apply to any company that has previously been penalised by the authority, though. Any brand that has been found in such a situation will have to go through a blackout period of two years before being able to apply for a Dutch licence.

That being said, Betsson is one of those cowboy companies, according to Dutch Minister for Justice, Sander Dekker. The Swedish gambling operator has been providing its online services to Dutch players for multiple years now, thanks to the Kroon and Oranje platforms. Yet, it was in August of 2018 that the Kansspelautoriteit sent a fine of €300,000 in the direction of Betsson’s subsidiary, after it discovered that Dutch players were being targeted with offers in their native language.

Rebranding the Casinos

The €300,000 fine wasn’t the first time that Betsson and the Dutch regulatory body have come to loggerheads over gambling within the Netherlands. They have quite the history of arguing over what can and can’t be done, with Betsson even seeking the help of the court over the denial of its services being offered in the Netherlands. The Swedish company claimed that the rules around gambling violated EU regulations. However, a court in the Hague ruled against Betsson in this instance.

Now, in a bid to get themselves back in line for a shot at providing Dutch customers with gambling opportunities, Betsson has renamed the Kroon Casino into Casino Winner. Anyone trying to visit the old website link will automatically find themselves redirected to the new one at casinowinner.com. Oranje Casino, on the other hand, has yet to fully go through its rebrand. Yet, reports suggest that it will become known as the Loyal Casino brand.

Potentially, this move has been done by Betsson so that the operator doesn’t have to serve the two-year blackout period, and instead can just begin offering its legal services to Dutch players.
The Netherlands passed its new gambling laws in February this year, which was over two and a half years following its passage through the lower chamber of the country’s Parliament. Kansspelautoriteit is expected to begin accepting applications and handing out licences from foreign operators in the latter half of 2020.

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