Who we do this with
Keeping an eye on the future in a market that changes every single day. That’s the environment our team operates in. Using their political and policy expertise, team members work across a wide range of topics — from Dutch tax policy to player safety.
Our Legal Affairs professionals are responsible for all contracts. They act as advisors and policy makers, and they ensure that we at Nederlandse Loterij comply with laws and regulations. This includes the Remote Gambling Act, which opened up the market for online gambling. They also ensure that our advertising policy is compliant. The latter starts with making laws and regulations clear and understandable, for example for our marketing team.
This is all about engaging in interactive dialogue. It is about building and maintaining long-term relationships, and about collaboration—both with colleagues internally, with the industry association, and with politics. This is how the connection is made with the business strategy and objectives of Nederlandse Loterij.
We articulate who we are and what we stand for as Nederlandse Loterij. This story is central to our communications across various channels and all expressions. Think of our annual report and website, events, and spokesperson activities. Everything is carefully tailored to the target audience and aligned across all touchpoints. This makes it clear that we are working together towards a happy, healthy, and sporty Netherlands, thereby strengthening this image.
Playing our games should first and foremost be fun—and stay fun. That is why we are committed to responsible gaming. We don’t just say this; we act on it. With eight professionals, we work hard on our team mission: ensuring that no one ends up in trouble because of our games. We do this not only because we are required to, but especially because we genuinely believe in it ourselves.
How we do it
Our team is in constant dialogue with politicians, civil servants and other policymakers. We explain the societal value of Nederlandse Loterij. What impact does Dutch the regulatory landscape have on the contributions we make to society? How does regulation influence the way we protect our players? Do certain measures work as intended, or do they unintentionally push players towards illegal operators? And what does this mean for the organisation’s strategy and structure?
These are just some of the topics we discuss every day — always with integrity and transparency at the core. In practice, this means we operate according to the official code of conduct for lobbyists.
A project we’re particularly proud of? The in-house model we developed to answer the question: how large is the illegal gambling market in the Netherlands really? This model provides clear insight into both the nature and scale of illegal gambling activity. For years, politics in The Hague assumed the issue was relatively limited. Our carefully developed methodology showed the market to be far larger and more persistent than expected. The Dutch Gambling Authority has since adopted and further developed this methodology.
These insights matter. Illegal operators take no responsibility for safer play. By keeping this issue high on the agenda, we contribute to better policymaking and a fairer market. In doing so, we help shape policies that keep gaming fun and exciting, while ensuring it happens responsibly — with maximum protection for players and maximum value for society.
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