Q&A: Hard Rock Casino NL CEO on using a brand-led approach for Dutch gains

It’s an exciting time for Cristiano Blanco. The former ComeOn Group and Kindred head has taken on his first CEO role with the Netherlands-facing Hard Rock Casino NL, and is relishing the challenge.

With his appointment confirmed at the start of December, the CEO has spent the past six weeks getting his feet under the table, and is preparing to make a serious dent in the Dutch market.

Hard Rock Casino NL, which is operated and licensed by iCasino BV, secured a licence from the Dutch regulator last May and is planning to use its brand licence deal with Hard Rock as an key acquisition and retention tool.

The operator, which is online casino-only at the time of writing, is also committed to responsible gambling as it only accepts customers who are at least 24.

But headwinds in the Netherlands will make Blanco’s first CEO role a defining one, with a tax hike coming into effect over two years and machinations from MPs to ban advertising and certain elements of online slot games.

Speaking to EGR, Blanco delves into his hopes and expectations for the operator and how he sees the market playing out in the Netherlands.

EGR: Why did you choose to join Hard Rock Casino NL, and why was the company the right choice for your first CEO role?

Cristiano Blanco (CB): Joining Hard Rock Casino NL was an opportunity I couldn’t pass up. It’s not every day you get to lead a globally recognised brand with such a strong and unique identity, especially in an industry as competitive as gaming. Hard Rock’s tone of voice is unmatched in the Dutch market, it’s youthful, fresh and vibrant, with no real rivals. Being entrusted with the responsibility of managing this iconic brand in the Netherlands is both an honour and a rare privilege.

I knew this was the right choice for my first CEO role because the brand’s uniqueness, combined with the challenge of driving its success in a young and evolving market, aligned perfectly with my ambitions and expertise.

EGR: Hard Rock Casino NL is a relatively new entrant to the Dutch market, having only secured a licence in May 2024. What are the targets for the brand in terms of market share?

CB: While I can’t share specific numbers, our goal is to make Hard Rock Casino NL a standout success story in the Dutch market. We aim to transform this brand into a tier-one operator, setting a benchmark for innovation, customer experience and market leadership. Entering the market just a few months ago, we are focused on building a strong foundation and scaling strategically. Our ambition is not only to secure a significant market share but also to revolutionise how online casinos are perceived in the Netherlands.

EGR: How does the Hard Rock brand licensing help position the company, and does the branding have significant penetration in the Netherlands?

CB: The Hard Rock brand is a tremendous asset. Its global recognition and positive reputation opens many doors, especially in the Dutch market. Hard Rock resonates across generations, making it a great tool for customer acquisition and retention.

While the Dutch market is still relatively new to Hard Rock’s casino offering, the brand’s legacy provides an unmatched level of trust and excitement. This unique positioning gives us a distinct edge over competitors.

EGR: Could you expand further on how that relationship with Hard Rock was formed?

CB: The partnership with Hard Rock came about in the months leading up to my arrival. Initially, there were discussions about entering the market with a different brand but, as opportunities evolved, the chance to collaborate with Hard Rock presented itself.

It was a natural fit, and securing the licensing agreement was a strategic move. While there are some confidential elements to this story, the result is a partnership that combines Hard Rock’s global appeal with our local market expertise, creating a winning formula.

EGR: Why was the Netherlands chosen as the launch market for the brand, given the rising pressures seen since regulation in October 2021?

CB: The decision to launch in the Netherlands was driven by two key factors. First, it’s a market I and some of the founders know intimately. My experience managing Unibet and later overseeing ComeOn’s market entry gave us a deep understanding of the landscape.

Second, while the regulatory environment is stringent, we believe it presents unique opportunities for smaller, newer entrants like Hard Rock Casino NL. Deposit limits, for example, may pose challenges for larger operators but, for a rising star like ours, they can create a level playing field where innovation and agility shine.

EGR: What is the strategy with being an online casino-only operation and not having a sportsbook product for the time being?

CB: I can’t reveal too much on this topic as there are confidential elements to our strategy. However, I believe a complete product offering is essential for long-term competitiveness. While our current focus is on the casino vertical, I wouldn’t rule out surprises in the near future. Stay tuned.

EGR: What concerns do you have around the planned tax hikes in the Netherlands, and how are you planning to tackle the headwinds?

CB: The planned tax increases are certainly a concern as they limit operators’ margins and flexibility. The market conditions are challenging. However, I believe every challenge presents an opportunity. Some operators have left the market, creating room for new players like us to carve out a significant presence.

By staying nimble, focusing on efficiency and leveraging the Hard Rock brand’s appeal, we are confident we can navigate these headwinds effectively.

EGR: Other headwinds include a potential ad ban and restrictions on online slots. Are these concerning developments for you?

CB: Yes, these potential restrictions are concerning as they could impact the way we engage with our audience and offer our products. That said, we are committed to being compliant while continuing to deliver an exceptional customer experience. If the market becomes more restrictive, it will require adaptability on our part. 

EGR: Are there any plans for the Hard Rock Casino brand to expand outside of the Netherlands?

CB: For now, our focus is firmly on the Netherlands. However, Hard Rock’s global reputation and proven success in other regions certainly open the door to future expansions. While I can’t confirm specific plans at this time, the brand’s appeal and the expertise we’re building here in the Netherlands could pave the way for growth into other regulated markets in the future.