The Mill Adventure strengthens European expansion with Winz.nl partnership

Technology-driven platform provider The Mill Adventure has further strengthened its European regulated market footprint after successfully powering the launch of new Dutch brand Winz.nl.

Through its collaboration with The Mill Adventure, operator Orange Gaming’s new brand is benefiting from the provider’s full turnkey solution, including its AI-driven SmartLobbies, advanced player personalisation capabilities and real-time Business Intelligence tools.

The platform has been specifically adapted to meet Dutch regulatory requirements, incorporating comprehensive responsible gambling safeguards, robust player protection measures and full compliance with KSA standards.

The full launch follows Orange Gaming receiving its licence from Kansspelautoriteit (KSA) in late 2025, with Winz.nl soft launching in January. The brand has entered the Dutch market with a clear ambition of providing a high-quality, player-centric alternative in a landscape largely dominated by multinational operators.

A key differentiator is WinClub, a loyalty concept designed to give players genuine choice over how and when they redeem rewards. Moving away from traditional operator-driven bonus mechanics, the system allows players to earn points through regular play and select from a catalogue of bonuses, free spins and rewards at their discretion. This player-initiated model aligns closely with responsible gambling principles, encouraging more deliberate engagement while avoiding aggressive promotional “push” dynamics.

By combining local market ambition with The Mill Adventure’s scalable, compliance-centric technology, the partnership underlines the provider’s ability to activate ambitious brands in Europe’s most established regulated jurisdictions.

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.”