The Mill Adventure has powered the launch of Winz.nl, the debut Dutch brand from operator Orange Gaming, adding the Netherlands to its roster of active regulated European markets.
Orange Gaming received its licence from the Kansspelautoriteit (KSA) in late 2025, soft launching Winz.nl in January before going fully live. By building on The Mill Adventure's platform, the team arrived in the market with the compliance infrastructure already in place. KSA-aligned responsible gambling safeguards, player protection measures and regulatory reporting were built in from the start, giving Orange Gaming the confidence to focus on brand execution rather than technical groundwork.
The Netherlands is a competitive market, and Winz.nl has entered with a clear point of difference. WinClub, the brand's loyalty concept, puts control back with the player. Rather than relying on operator-pushed bonus mechanics, players earn points through regular play and choose from a catalogue of rewards, bonuses, free spins and more, on their own terms. It's a model that aligns naturally with responsible gambling principles, encouraging deliberate engagement over reactive promotion-chasing. In a market where player trust is hard-won, that distinction matters.
The platform layer handles personalisation that surfaces relevant content to players in real time, automated lobby management, and real-time data intelligence, giving the Winz.nl team the tools to act quickly on what players respond to, without the operational overhead of managing those systems manually.
Bjørnar Heggernes, Chief Commercial Officer at The Mill Adventure, said:
Going live with Winz.nl marks another important milestone in our European growth strategy. The Netherlands is a highly regulated and competitive market, and this launch demonstrates both the flexibility of our platform and our ability to support ambitious new entrants from day one.
Our turnkey solution enables partners to combine strong brand vision with advanced personalisation, automated lobby management and real-time data insight, all within a fully compliant framework. We are excited to support Winz.nl as it builds momentum and delivers a differentiated, player-first experience in the Dutch market.
Petrit Dibrani, CEO at Orange Gaming, said:
Our vision is to make the regulated Dutch offer the clear first choice for players – safer, more trustworthy and genuinely enjoyable. Launching with The Mill Adventure's platform gives us the technology, compliance confidence and analytical capabilities to execute that vision effectively.
Early results show that players are not only signing up but staying engaged. By focusing on quality, transparency and giving players meaningful control, we are building a brand designed for sustainable growth within the regulated Dutch landscape.
The Netherlands joins a growing list of regulated markets where The Mill Adventure actively supports operator launches — alongside Germany, Sweden, Ontario, Portugal, Austria, Estonia and Georgia.
Planning your own launch in a regulated market?
Talk to The Mill Adventure about how our turnkey platform can get you live, compliant and differentiated from day one.
