Leading platform provider launches new Netherlands brand focused on a player-first experience
Technology-driven platform provider The Mill Adventure continues to strengthen its presence in Europe’s regulated markets following the successful launch of the new Dutch brand Winz.nl.
Through this collaboration, Orange Gaming’s new brand benefits from The Mill Adventure’s full turnkey solution, including its AI-powered SmartLobbies, advanced player personalisation capabilities and real-time Business Intelligence tools.
The platform has been specifically adapted to meet Dutch regulatory requirements, incorporating strong responsible gambling measures, robust player protection features and full compliance with Kansspelautoriteit (KSA) standards.
The full launch follows Orange Gaming securing its licence in late 2025, after Winz.nl completed a soft launch in January. The brand enters the Dutch market with a clear ambition to deliver a high-quality, player-centric alternative within a landscape largely dominated by multinational operators.
A key differentiator is WinClub, a loyalty concept designed to give players greater control over how and when they redeem rewards. Moving away from traditional operator-driven bonus mechanics, the system allows users to earn points through regular play and choose rewards, free spins and benefits from a catalogue, encouraging more deliberate engagement aligned with responsible gambling principles.
By combining strong local ambition with The Mill Adventure’s scalable, compliance-focused technology, the partnership highlights the provider’s ability to empower innovative brands in some of Europe’s most demanding regulated markets.
Bjørnar Heggernes, Chief Commercial Officer at The Mill Adventure, said: “The launch of Winz.nl marks another key milestone in our European growth strategy. The Netherlands is a highly regulated and competitive market, and this project 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 insights, all within a fully compliant framework. We are excited to support Winz.nl as it builds momentum and delivers a differentiated, player-first experience.”
Petrit Dibrani, CEO at Orange Gaming, added: “Our vision is to position the regulated Dutch offering as the first choice for players, making it safer, more trustworthy and genuinely enjoyable. Launching with The Mill Adventure’s platform provides us with the technology, compliance confidence and analytical capabilities needed to deliver on that vision.
Early results show that players are not only signing up but staying engaged. By focusing on quality, transparency and player control, we are building a brand designed for sustainable growth within the regulated Dutch market.”
For more information about The Mill Adventure, visit themill.io.
