Dutch Online Gaming Commission welcomes aboard Betway

Online British bookmaker Betway has joined the Dutch Online Gaming Commission in a move that has been greeted with a considerable amount of optimism. 

The news comes as the gambling group became the latest operator to join over the last couple of months ahead of the launch of the country’s iGaming market next year.

NOGA chief executive, Peter-Paul de Goeij indicated that this move was a clear indication of Betway seeing the many benefits of joining the Dutch gambling market as well as supporting Betway’s array of premium products.

In July 2020, the Dutch government sent across its Remote Gambling Act to the European Commission to be reviewed in preparation for a brand new regulated framework being brought to the market in 2021.

Since then, there has been considerable momentum as a significant number of operators declared interest in joining the country’s brand new online gambling industry. Betway adds its name to a list of gambling companies that are already part of NOGA, which includes Betsson Group, Bet365, Dazzletag Entain (formerly GVC Holdings), Flutter Entertainment, and Kindred Group.

It is understood that NOGA is currently in negotiations with other gambling companies and are working on adding more in the coming months.

What this means for Betway

With corporate headquarters in the online gambling hub of Malta, this quintessentially British gambling firm has forged a sterling reputation in the marketplace over recent years applying a particular strategy with much success.

Realising early on the strength of partnerships, the company that launched in 2006 adopted a slightly different approach to its rivals. With an emphasis on strategic alliances, thanks to a significantly strong commercial team, the company quickly spread its awareness due to some highly tactical and very clever deals.

This highly effective approach has seen the brand establish allegiances with a number of other entities over the last few years, but importantly, in other European countries, with Betway focusing on customer acquisition across all angles.

As a result of this, one of their most effective tactics has been securing partnerships with notable and vogue European football clubs, who are not in the elite bracket but still have a cult-like following and revered reputation.

This includes AS Roma in Italy, Alaves, Leganes, and Levante in Spain, Werder Bremen in Germany, RSC Anderlecht in Belgium, and most famously, West Ham United from England.

In addition to this, their sponsorship of key events across multiple sports and in different countries has also added a substantial amount of credibility which has helped to drive customer acquisition massively over the last few years.

Why the Dutch market is a great opportunity for Betway

With the company’s reputation for securing commercial partnerships, this move into the Dutch market represents a significant amount of possibilities for the ambitious gambling operator. 

Should they continue with the same strategy and given its success, there is no reason why the company should not, it means that there is a lot of potential to sign some key football clubs as official betting partners.

Arguably the jewel in the crown would be AFC Ajax, which is arguably one of the most famous football clubs in Europe, although PSV Eindhoven would still be seen as a substantial coup. However, Ajax play consistently in the Champions League every year, and this amount of exposure would be recognised as being seriously good - especially given the club’s stadium’s over 55,000 capacity.

Also, Betway has established a reputation for being innovative in its gambling products in recent years, something that is very much aligned with Dutch culture and this could go down well with what is perceived to be a substantially lucrative market.