The Dutch regulated iGaming market matured fast since online gambling launched in 2021. For affiliates, that means one thing above all: the opportunities didn’t disappear, but the rules changed the way you have to earn them.
Today, affiliates compete less on banners and more on compliance-ready information, player safety messaging, and content that helps Dutch players make decisions inside the regulated channel.
How big is the Dutch iGaming market (and what it means for affiliates)
The Netherlands is still a substantial regulated online gambling market. The Kansspelautoriteit (Kansspelautoriteit, Ksa) reported that licensed operators generated about €602 million in gross gaming revenue in the second half of 2025, roughly €100 million per month. Around 500,000 people gambled online in an average month.
Growth has clearly slowed. Gross gaming revenue in 2025 was about 18% lower than in 2024. At the same time, the average number of active gambling accounts increased to around 1.38 million per month, which does not equal 1.38 million individual people, since one person can hold accounts with multiple licensed operators.
Affiliate takeaway: the market is not shrinking, but player behaviour is. Simply feeding new deposits to a casino is getting harder. Meanwhile, content that answers practical, product-level questions for people who are already actively researching becomes more valuable.
Think about searches like: withdrawal speeds, deposit limits, verification procedures, game RTP, and bonus conditions. Players still want detail. So do regulators, just for different reasons.
Why iGaming affiliates still matter (even when competition is fierce)
Dutch players can choose from many licensed operators, and comparing them is not always simple. Important information often lives across separate pages, account rules, and varying terms and conditions.
That is where affiliates can add real value. A strong affiliate site does more than place links. It helps users answer operational questions, for example: whether a casino has the correct Dutch licence, which payment methods are supported, how account verification works, what deposit and wagering restrictions apply, how transparent the bonus terms are, and what to expect when withdrawing money.
This matters because the channel between legal and illegal gambling is not equal. The Ksa has stated that around 91% of Dutch online gamblers played exclusively with legal operators in the second half of 2025. But when the regulator measures by estimated gross gaming revenue, only around 53% went to licensed operators. The Ksa’s position is that players at illegal gambling sites may lose substantially higher amounts on average.
So affiliates can fit into policy objectives too. A user who is already set on gambling does not always need an “extra offer” from an affiliate. They need a safe steering decision toward licensed options instead of offshore sites.
Where the best affiliate opportunities are hiding right now
The most reliable opportunity in the Netherlands continues to come from content that matches how players search, not from generic “best casino” pages that try to out-push established brands and comparison platforms.
Because gambling advertising is restricted, player intent is increasingly the driving factor. If you target broad terms, you often face heavy competition. If you target specific decision questions, you can build an angle that is harder to copy.
Examples that tend to perform better for affiliates:
- Payment methods and practical deposit behaviour (what works, what fails, what to expect)
- Withdrawal times and step-by-step withdrawal workflows
- Verification procedures and what documentation is typically required
- Game and live casino supplier information
- Responsible gambling tools and how access actually works
- Clear explainers on Dutch gambling rules (licences, Cruks, and what they mean for players)
- Localized coverage of changes in gambling advertising and player protection policies
Detailed reviews also stay important. A review that lists the number of slots might entertain, but it rarely protects a reader from a bad fit. Better reviews check the operator licence status, payment methods, withdrawal process, verification requirements, customer service, and key restrictions. That is the kind of content that supports a user through uncertainty.
And because legislation and guidance can move, content that stays current has an edge. Affiliates with an actual update process can publish relevant changes faster than sites that go stale for years.
Dutch advertising rules complicate affiliate marketing (a lot)
Regulation is the biggest limitation for affiliates. Affiliate content can fall under Dutch gambling advertising rules, so the legal “shape” of your marketing matters.
The core constraint is simple: affiliates cannot legally promote unlicensed gambling offers to Dutch consumers. The Ksa has taken action against websites that promote illegal gambling. In an investigation involving affiliates and other websites, 14 out of 33 sites reviewed were found to be promoting illegal gambling offers.
Advertising licensed online gambling is still possible, but it comes with strict conditions. Operators need to prevent advertising from reaching vulnerable groups. On top of that, at least 95% of the audience reached by online gambling advertising must be people aged 24 and older. Consumers also need a way to opt out of receiving such advertising.
Influencers and streamers are also not a free escape route. In February 2026, the Ksa clarified that influencers, bloggers, vloggers and streamers can qualify as “role models”. If they do, they cannot be used to promote online gambling. In other words, the creative workaround is only as safe as the compliance framing.
Sponsorship by online gambling companies has also been prohibited since 1 July 2025, which affects affiliate-linked activation content and partnerships.
What a wider advertising ban could change for the affiliate market in 2026
Political developments in 2026 are especially important for affiliates. The Dutch government wants to further restrict advertising for online gambling. In its plans, bonuses would also fall under a broader advertising ban.
This is not the same as saying a fully new advertising ban already exists. In a government letter dated 12 June 2026, the cabinet explained that legislation still needs amendment. It also indicated consultation on the relevant bill might not start until 2027.
For affiliates, one of the most relevant parts is the investigation into possible exceptions. The government is looking at whether future rules should allow exceptions such as an operator’s own website and advertising shown only after someone explicitly searches for online gambling websites.
The affiliate position in that future model still looks like an open question. If an affiliate business model depends heavily on commercial casino pages and promotional angles, stricter rules could push affiliates to rework what they publish and how they frame it.
Bottom line: follow the policy debate, not just the headline. The affiliate market will react to the details, especially around exceptions and how “explicit search” is defined.
CPA, revenue share, or a hybrid model, and why the contract details dominate
Dutch affiliate programmes can run on CPA, revenue share, or a combination. Which structure you get depends on the operator and affiliate agreement.
CPA (cost per acquisition) usually means a fixed payment when a referred player meets certain qualification requirements.
Revenue share gives you an agreed percentage of defined revenue generated by referred players. It can create recurring income, but the calculation rules are where affiliate economics are won or lost.
Affiliates should check, in particular: negative carryover, administrative deductions, bonus-related costs, minimum payout thresholds, and how inactive accounts are treated. Do not project earnings based solely on an attractive percentage headline without reading the contract.
There’s another layer. The Dutch gambling tax rate increased to 37.8% from 1 January 2026. Even when affiliates do not pay that tax directly, the higher tax rate can squeeze operator margins. That often flows back into marketing budgets and partner programme economics over time.
What you should check in an affiliate agreement (practical checklist)
- How a new player is attributed to your account, including any attribution window.
- When commission becomes final (not just when it is “pending”).
- For revenue share, which expenses get deducted before your percentage is calculated.
- Whether negative revenue is carried into future months.
- Rules on brand keyword use and the approved advertising channels.
- Minimum payout terms and how delays are handled.
- Termination clauses, especially what happens to tracked players after the partnership ends.
The biggest risks for iGaming affiliates in the Netherlands
The biggest mistake affiliates make is assuming this market behaves like less-regulated gambling jurisdictions. It doesn’t. Three risk areas deserve constant attention.
1) Promoting illegal casinos
An operator being licensed elsewhere does not automatically mean it is legal in the Netherlands. You still need to verify the correct Dutch licence at the time you promote.
2) Using Cruks as a marketing angle
Phrases like “casino without Cruks” can end up steering vulnerable players toward illegal gambling sites. The Ksa has taken explicit attention to messaging of this type.
3) Depending on one traffic source
Regulatory changes, platform updates, and affiliate agreement revisions can quickly reduce traffic and revenue. Build resilience by spreading risk across content types and player intents, not just channels.
There is also a broader enforcement angle. The Ksa has identified illegal affiliate promotion as a specific enforcement priority. Its supervision can include SEO, affiliate websites, advertisements, and the infrastructure illegal operators use to reach Dutch consumers.
So, are affiliates iGaming opportunities in the Netherlands still attractive?
Yes, but the market has become more professional and harder. The best opportunities are no longer built on aggressive promotions, influencer-driven shortcuts, or attempts to work around Cruks.
The strongest affiliate opportunities are increasingly found in organic visibility tied to useful comparison content, accurate and verifiable information, and clear guidance to licensed operators.
Affiliates that rely heavily on bonus pages and purely commercial casino link grids face more regulatory exposure. Businesses that build durable resources around games, payments, withdrawals, security, gambling regulations, and player protection build a broader foundation that is less fragile when rules change.
There is also a Dutch-specific advantage for affiliates who understand local regulation rather than translating content created for another country. Cruks, Ksa licensing mechanics, advertising limits, and duty of care requirements shape what operators can offer and what affiliates can safely communicate. Local knowledge has genuine commercial value.
That also means affiliate discipline matters. Work only with operators that hold the required Dutch licence at the time of promotion, and keep reviewing both operator conditions and regulatory developments.
And one reality check: even with a licensed casino, gambling carries risk. Players can still lose money, and anyone who feels gambling is getting out of control can use Cruks to take a Gokstop and block access to licensed gambling operators.
In short: the Dutch iGaming affiliate market still offers opportunities, but “easy money” is no longer the story. In a more regulated environment, strong research, compliance-aware content, useful guidance, and reader trust are the competitive advantages that actually survive.
Suggested next reading on MauriceKruytzer.com
If you are building or auditing affiliate pages in the Netherlands, these related pieces help connect the dots between content and regulation:
- Dutch gambling advertising bans in 2026, and what changes for players and operators
- What the Kansspelautoriteit looks for in affiliate casino reviews (2026 checklist)
- A rapid compliance update system for iGaming content teams
- Gambling UX dark patterns, and the implications for affiliates
- Moving toward the individual license model for player safety
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EDITORIAL CONCLUSION
Affiliates still have a job to do in the Netherlands, but the successful model now looks like information, verification, and compliance discipline. If your plan is built around promotions and short-term traffic tactics, the next regulatory shift will hurt. If it is built around useful player guidance inside the licensed channel, it can keep working.
Need Dutch iGaming content that stays accurate as rules move? View Dutch iGaming content services.
Written by Maurice Kruytzer
