Dutch regulator forces Betca to pull gambling ad from mobile game
The Dutch gambling regulator, Kansspelautoriteit (KSA), has taken swift action after discovering a placed within the popular mobile game Tiny Tower. The ad, promoting online casino platform Circus.nl, appeared in a non-gambling digital environment – a clear breach of Dutch advertising regulations aimed at protecting minors and young audiences from gambling exposure.
Ad found in child-friendly mobile game
The advertisement was linked to Betca, the licensed operator of Circus.nl. According to the KSA, the ad violated rules that prohibit gambling promotions in digital spaces where children and young people may be active.
Tiny Tower is a casual mobile game with a broad user base, including minors. Dutch law explicitly bars gambling operators from advertising in such environments. The appearance of the Circus.nl ad raised immediate red flags for the regulator.
Betca responds promptly to KSA warning
Upon being alerted by the KSA, Betca took immediate steps to remove the ad. The company attributed the incident to human error during the setup of its ad campaign. It stated that the ad was meant to be shown only to individuals over the age of 24 who had previously visited the Circus.nl website.
Betca further informed the regulator that it has now introduced internal safeguards to prevent similar errors from occurring in the future.
No further sanctions, but increased scrutiny
Given Betca’s swift action and cooperation, the KSA chose not to impose additional penalties at this time. However, the regulator made it clear that it expects gambling operators to remain fully compliant with advertising laws.
The KSA stressed its ongoing commitment to monitor Betca and other licensed operators closely. The goal is to ensure that all marketing and promotional activities align with national rules designed to reduce gambling risks among vulnerable groups.
Part of a wider regulatory push
This incident comes amid a broader effort by Dutch authorities to tighten gambling oversight. Recent initiatives include enhanced controls on illegal gaming machines and proposed rules introducing age restrictions for high-risk gambling activities.
The KSA, has warned against the illicit distribution of gambling machines, particularly as land-based venues face closures. Additionally, gambling tax hikes have had a lasting impact on the Dutch brick-and-mortar industry, leading to the closure of several establishments across the Netherlands.
“These are professional devices,” the . “It is important that buyers do not operate these slot machines without the necessary licences.”
To prevent misuse, the regulator has proactively contacted every identifiable buyer of the machines to remind them of their obligations under Dutch gambling law. “In order to install a slot machine in a catering establishment or gaming hall, an operating license must first be issued,” the KSA explained. “If it concerns a gaming machine, a presence permit for the location must also be obtained from the relevant municipality.”
KSA against black market
In October 2024, new rules came into force requiring affordability checks and introducing monthly spending caps: €700 for adults over 25 and €300 for young adults aged 18 to 24. In the fourth quarter of 2024, immediately after these measures were implemented, online gambling revenue fell by 12.3 percent.
The regulator has vowed to work closely with the Regional Information and Expertise Centres (RIEC), the police, and local municipalities to curb illegal activity.
The public is also being asked to help: a reporting centre has been launched for citizens to flag suspicious activity.
The KSA has made it clear that, if necessary, it will seize and destroy illegal gaming machines to keep them out of circulation.
