Trade Association Consolidation Aims to Strengthen Oversight and Market Cohesion
The Netherlands’ online gambling industry is poised for a significant structural change as two leading trade associations—Netherlands Online Gambling Association (NOGA) and Licensed Dutch Online Gambling Providers (VNLOK)—announce plans to merge. The decision, confirmed by both organisations, aims to unify industry representation and enhance regulatory alignment within the evolving Dutch gambling landscape.
The formal integration process is expected to begin in the coming weeks, with all licensed NOGA members transitioning under the VNLOK umbrella. This move will effectively consolidate the voice of licensed online operators in the Netherlands, streamlining stakeholder engagement with government agencies, regulators, and the public.
From Cooperation to Consolidation: Industry Leaders Weigh In
The merger follows years of cooperative efforts between the two organisations on key policy issues, including advertising standards, responsible gambling initiatives, and anti-illegal gambling enforcement. In 2024, NOGA and VNLOK jointly launched a national hotline for reporting illegal online gambling, reinforcing their shared commitment to consumer protection and legal market integrity.
NOGA Vice Chair Sanna van Doorm expressed strong support for the transition, calling it “a broad and solid trade association that will continue to make a relevant contribution to a structurally healthy and safe online gambling market in the Netherlands.” Her statement echoes the industry’s recognition that fragmentation among trade bodies can weaken advocacy and dilute efforts to combat challenges such as problem gambling and black-market operations.
VNLOK Chair Björn Fuchs also welcomed the merger, stating that the unified body will provide “one clear, united voice towards all relevant stakeholders.” He praised NOGA’s board for facilitating the dialogue that led to this “necessary and logical step.”
Regulatory Pressures and Market Maturation Drive Change
The timing of the merger is noteworthy, coming shortly after the Dutch Gambling Authority (KSA) published a report highlighting inadequate interventions by operators to prevent problem gambling. The report raised concerns about weak data monitoring, lack of proactive outreach to at-risk players, and insufficient controls over advertising exposure.
A unified trade association could play a pivotal role in shaping more effective self-regulation and collaborative policymaking with KSA. As gambling regulation in the Netherlands continues to tighten—particularly following 2023’s advertising restrictions and enhanced due diligence requirements—industry consolidation may be crucial for achieving long-term compliance and sustainable growth.
Implications for the Dutch iGaming Ecosystem
By consolidating under VNLOK, former NOGA members—many of whom include major international operators with licences in the Netherlands—will benefit from greater alignment on lobbying, regulatory response, and public relations strategy. It also reduces operational redundancy and enhances resource sharing for initiatives like safer gambling education and illegal market surveillance.
More broadly, this merger signals the maturation of the Dutch online gambling sector, less than four years after the launch of the regulated market in October 2021. As stakeholders seek clearer communication and more efficient governance, the formation of a unified trade body could become a blueprint for similar consolidations in other regulated jurisdictions.
As the merger takes shape, the Dutch industry—and its stakeholders—will be watching closely to see whether a “one voice” approach leads to more cohesive policymaking, improved consumer outcomes, and a more robust regulatory framework.
