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Petra’s experience in aviation and education taught her that people are important – losing the human interaction on the casino floor would be a bad idea. Sure, not all customers want to talk, but the success of the Next Zone points to players seeing Holland Casino as a sociable, lively experience rather than a solitary one.

The Netherlands has been the subject of much industry conversation, particularly the online side of the business. Petra emphasises the importance of a ‘healthy legal gambling market’ to help the sector thrive. “We see taxes going up, we see regulations going up. You see your guests changing what they want. We have to make sure that we have a good legal offer because if we don’t have that, we also know that people will find their way to illegal means.”

Holland Casino celebrates 50 years this year since the Dutch government founded it. Petra says it was very important at the time to provide that activity to local people. “So they decided to found Holland Casino. At that time, they also thought it might be interesting for tourists. That aspect is really gone, we’re really focused on the local market now. But 50 years later, it’s still very relevant to have a good, healthy legal industry.”

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The first was direct marketing (emails, texts, push notifications). Citing randomised studies, the committee noted that limiting direct marketing resulted in reduced betting and fewer short-term harms. 

Referencing an Australian study on direct marketing and its link to gambling harms, Dr Philip Newall, senior lecturer at the University of Bristol noted that “causality was established by getting a random subset of participants to opt-out of receiving direct marketing offers”.

It was found that “this group then self-reported significantly lower expenditure and harms [ … ] over the next two weeks”.  

How to play Brawlers Brew

Earlier this year, the Illinois Gaming Board approved 65 VGT licence applications in the city, according to the Sun-Times. VGTs are the highest-grossing gaming vertical in Illinois, generating substantially more revenue and taxes than land-based casinos.

Papanier said the components of Bally’s Chicago that are being “reset and re-contemplated” are “all in conjunction with the proliferation of VGTs”. While the current number of licences is low, he asserted that widespread proliferation could result in a “30% to 50% impact on top-line revenue” for the casino and it would be “irresponsible” to continue construction “until we understand what the landscape looks like”.

Bally’s stock jumped 7% in trading on Monday to $9.84. Shares had fallen 30% in the last month in response to uncertainty in Chicago and warnings about the company’s ability to continue as a growing concern in its Q2 earnings report. Former CFO Mira Mircheva resigned on 4 September, prompting Papanier to take over the role on an interim basis.