The Netherlands is emerging as a core market for Kambi as the B2B sportsbook solutions secures yet another deal in the country – albeit at a tricky political time for the local industry.

Kambi announced today that it has partnered with Holland Gaming Technology Ltd and its subsidiary, Holland Power Gaming. The deal comes just a week after Kambi partnered with Betnation, a Dutch online sportsbook.

Terms of the deal will see Kambi provide Holland Gaming Technology with its turnkey platform including a sportsbook solution, trading capabilities, and a bet builder.

Dealmakers aim to support Holland Power Gaming’s push to carve out more market share in the Dutch online casino and betting spaces, following the firm’s acquisition of a Kansspelautoriteit (KSA) sports betting licence.

“We’re excited to partner with Holland Gaming Technology as they expand into sports betting for the first time,” said Werner Becher, CEO of Kambi.

“Their strong marketing and deep industry expertise make them an ideal fit for our Turnkey Sportsbook solution and, together, we look forward to delivering a high-performance product tailored to the Dutch market.”

The Dutch betting market has grown exponentially over the past few years, having been re-launched under a new framework, the KOA Act, in October 2021. At the time there were 10 licensed operators in the new market, but this has grown to well over 30.

The KSA believes that the market is well into maturity. However, it is also coming up against some political pressure, including a clampdown on advertising in 2024 and 2025, culminating in a sports betting ban on 1 July this year.

It is also subject to heavy taxation with gross gaming revenues (GGR) taxed up to 34.2% – and another hike to 37.8% is set for 2026. Meanwhile, an election scheduled for this week will likely lead to a government committed to further regulatory reform, with the previous cabinet’s package of changes receiving broad political support.

In this context, some companies have opted to avoid the Netherlands. LiveScore Group called it quits in 2024, while Betsson Group was actually pursuing an acquisition of Holland Gaming Technology but withdrew earlier this year.

This has not deterred the company, however, which seems determined to achieve growth and greater brand recognition in its founding market.

Eddy Hultermans, Director of Holland Gaming Technology Ltd, added: “Launching a sportsbook is a natural evolution for the business, and partnering with Kambi gives us the confidence to do so with a best-in-class product.

“Our team brings decades of experience in gaming, and with Kambi’s technology and support, we’re ready to deliver a compelling and engaging sports betting experience for our growing customer base.”