01
Operator-side perspective
Every recommendation comes from inside the operation. Numbers from real P&Ls, decisions from real boards, trade-offs from real cashflow constraints. Not from research papers or vendor marketing.
About
Henk Wolff.
Operator-side, since 2014.
Independent iGaming strategy consultant based in the Netherlands. Operator-side experience since 2014, working with regulated and offshore brands across go-to-market, acquisition, retention, and licensing.
Profile
Inside the operation. Not on the deck-builder side.
I started in iGaming as a marketing manager in 2014, became a CMO, co-founded an affiliate aggregation business, and have been operating independently as a strategy consultant since 2023. The work is operator-side. I know what it feels like to be the one explaining the missed forecast to the board, not the one writing the deck about it.
Today I work with operators across regulated markets, offshore licences, and grey markets where the operator profile fits. Multi-market entry, interim executive mandates, turnaround economics, pre-launch builds, and CRM implementation are the shapes most engagements take.
Industry events, 2025
44+
Operators advised
€55M
GGR allocated
10y
Operator-side
6
Continents covered
MBA
Warwick FT top 5
On the floor
The work happens where the players are.
Conferences, casinos, operator events, partner offices. Most of the value in iGaming consulting comes from being in the room with operators, suppliers, and players. Not from a Zoom grid. The frameworks I bring to client work are tested in the field, not on a slide.
Principles
How I work, and what to expect.
02
Honest about what does not work
I tell clients when their plan is wrong, when the market they want to enter does not fit them, when the migration they are weighing will cost more than it saves. The goal is the right answer, not the comfortable one.
03
Specific over generic
No "depends on context" answers. Specific operator types, specific markets, specific licence frameworks, specific cost ranges, specific timelines. Generic advice is vendor advice.
04
Currently working
The frameworks I share with clients are the ones I am actively using on current engagements. Not consulting theory from five years ago. The market shifts. The advice has to shift with it.
Industry presence
In the room where the work happens.
Conferences, panels, partner offices, operator events. The real work happens in person. The relationships that turn into engagements rarely start on a video call.
Credentials
The detail, for those who care about it.
Education
MBA, Warwick Business School (2022-2025). FT global top 5 for five consecutive years. Triple-crown accreditation (AACSB, AMBA, EQUIS).
Industry experience
10+ years operator-side iGaming. Marketing manager to CMO to independent strategy consultant.
Sectors covered
Online casino operators, sportsbook, game providers, affiliate networks, B2B platform suppliers, sweepstakes social casino.
Industry roles
Co-founder, Affilinx Holding. Founding partner, Dutch Gambling Association.
Languages
English (primary). Dutch (native).
Based
The Netherlands. Travel for client work and conference engagements across the EU and globally.
Want to see if this fits your operator?
WhatsApp first.
Operator size, current state, what you are weighing, timeline. Same-day reply with structured questions back. The first message is to test fit, not to sell.