The Holland Casino strategy
Holland Casino profiles itself as a commercial organization which offers gaming opportunities in a socially responsible fashion and which stays in touch with society. It does so by further refining its internationally acclaimed prevention policy to counter problem gambling, and by safeguarding the comfort, safety and security of guests and staff alike. An extremely high level of quality and service is to be seen throughout the organization. Future opportunities depend on Holland Casino maintaining its excellent reputation. It must also remain fully flexible and should achieve good profits.
Our strategy is based on a carefully considered balance between six key aims: to consolidate our position, to target a particular market position, to achieve yet greater flexibility within the organization, to enhance management quality, to increase profit margins and cost awareness, and to display a high degree of social responsibility. These aims and the manner in which they are pursued are, of course, based on government policy, as well as political and market developments. Together, they form the foundation for a sound, healthy organization.
It is now clear that current government policy allows no opportunity for us to pursue our ambition of becoming a leading pan-European gaming organization. The Dutch government has decided against any liberalization of the casino market, and the privatization of Holland Casino is consequently no longer a realistic prospect. Holland Casino will therefore focus on the Dutch market, with the aim of increasing the accessibility of legal gaming opportunities by ensuring the best possible distribution of our locations. We shall also strive to tailor our existing locations to achieve an even better match between supply and demand.
Holland Casino has become a respected name in the Netherlands by meeting the growing demand for casino gaming in a socially responsible manner. Our challenge is to maintain this high reputation while pursuing the government’s policy objectives. We must remain profitable by ensuring maximum efficiency. We must continue to provide the high level of service enjoyed by our guests, and we must continue to offer a range of products which establishes our unique place in the entertainment and hospitality market.