Under her leadership, the company recently teamed up with Playtech to introduce a new research project called 'A Safe Bet: design and evaluation of a player-tailored online responsible gambling promotion framework.' Both companies are working alongside Erasmus University Rotterdam and the University of Amsterdam on the four-year initiative.
The responsible gaming research project takes a focused approach on “how best to tailor tools to customers' individual needs, risk levels, and behaviour patterns.”
She has held several positions in the hospitality industry since the late 1990s. In 1998, de Ruiter took a job at Air France-KLM.
However, de Ruiter is no stranger to executive roles. Before joining Holland Casino, she served at Transavia as its CEO from 2016 until early 2022.
She said about her current role with Holland Casino: “Hospitality is in the DNA of all employees at Holland Casino, a crucial and differentiating value.
“Whether online or offline, every guest simply wants to feel seen, heard and valued. Holland Casino is a cordial, responsible and leading entertainment company with 3,500 employees who want the best for all guests every day.”
Since stepping into her role as company CEO, de Ruiter has led Holland Casino into a strategic partnership with the Canadian FinTech company, Nuvei. Together, they have provided integrated SEPA Instant Credit Transfer to Holland Casino’s cashier.
The collaboration allows the casino to provide an instant payout to Dutch players, eliminating the need for long waits for funds access.
“In the coming period, I look forward to personally getting to know many new colleagues from the branches and the online casino. After all, they are the face of our company. I am also very much looking forward to this new role and this great challenge.” Petra de Ruiter