Holland Casino Joins Selligent In Omni-channel Marketing Deal

Holland Casino has entered into a collaboration with B2C marketing automation specialist Selligent Marketing Cloud to improve its omni-channel marketing efforts and enhance guest experience.

Under the deal, Selligent will partner with Holland Casino to enhance and extend their marketing campaigns to reach new customers.

Selligent will focus on binding interactions across all consumer touchpoints at Holland Casino, including web, mobile and social media.

Currently Holland Casino operates 14 casinos across the Netherlands and plans to roll out an online gaming platform as the country expands its regulated market. The operator has a deal with Playtech to power their igaming offer.

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

“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.”

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

With the approval of the Ministry of Justice and Safety, new online gaming regulations are due to come into effect from July 1, 2020. After that, Dutch regulator Kansspelautoriteit (KSA) must draw up conditions of licence six months later before the planned start date.

Licenses will only be made available to operators who did not have an unlicensed operation in the Netherlands in the two years before legislation was introduced.