Keurmerk Verantwoorde Affiliates (KVA)

What Keurmerk Verantwoorde Affiliates (KVA) does

Keurmerk Verantwoorde Affiliates (KVA) is a Dutch commercial certification body for affiliates in the regulated online gambling market, founded on 1 September 2021 and headquartered in Utrecht, Netherlands. It operates under XY Legal Solutions B.V. and certifies affiliate websites that promote only operators licensed by the Kansspelautoriteit. KVA issues a quality mark under a structured KVA-Code covering six regulatory domains — canalisation, responsible channel use, balanced advertising, prevention of misleading content, alignment with addiction-prevention goals, and adherence to the Besluit Ongerichte Reclame Kansspelen op Afstand (Besluit ORKA) — and conducts annual audits plus ongoing spot-check monitoring.

Its core offering is the KVA Quality Mark Certification Service, supported by the KVA-Code Compliance Framework, annual compliance checks, and dedicated certificate pages hosted on kva.nl that allow public verification of each member's status. KVA monetises through a €1,125 (excl. VAT) one-time onboarding fee and a €925 (excl. VAT) annual renewal fee per affiliate, supplemented by professional-services revenue from compliance advisory and demographic-data reporting supplied to licensed operators (vergunninghouders). The organisation serves three customer segments: 100+ certified affiliate websites (SMB and mid-market), 12 licensed operators that recognise or mandate the mark (enterprise), and Dutch consumers who use the mark as a trust signal. An international sub-brand, Quality Mark Responsible Affiliates (QMRA), extends the model to Germany, Denmark, Sweden, UK, Ontario, Poland, and Belgium.

Name

Keurmerk Verantwoorde Affiliates (KVA)

Legal name

Keurmerk Verantwoorde Affiliates (KVA)

Website

https://kva.nl

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

KVA is a Dutch commercial certification body that audits and certifies online gambling affiliates against the KVA-Code, ensuring they promote only Kansspelautoriteit-licensed operators and serve 100+ affiliates and 12 licensed operators in the Netherlands.

Ownership category

akta.pro rank

NAICS

Testing Laboratories and Services (54138)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYMPAEAOAJ

Compliance Training, Policies & Governance (SOPs, controls, board reporting)

Media, Entertainment & Sports/Gambling, Betting & Casinos/Regulatory, Compliance & Licensing Services for Gaming

SECONDARYMPAEAOAF

KYC/Identity Verification & Age Verification Compliance Services

Media, Entertainment & Sports/Gambling, Betting & Casinos/Regulatory, Compliance & Licensing Services for Gaming

Keywords

• Affiliate compliance certification
• Gambling regulatory compliance
• Responsible gambling marketing
• Igaming affiliate auditing
• Quality mark certification

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Affiliate Membership Fees: KVA charges affiliates a one-time onboarding fee of €1,125 (excl. VAT) and an annual renewal fee of €925 (excl. VAT). These fees fund initial compliance checks, annual re-certification audits, and spot-check monitoring throughout the membership year.
2. Compliance Advisory Services for Licensed Operators: KVA provides affiliate compliance support to licensed gambling operators (vergunninghouders), including reporting on affiliate compliance, demographic data analysis, and strategic consulting on responsible marketing practices. Some operators also outsource age-demographic data collection to KVA on behalf of their affiliates.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

KVA is a Dutch certification body that issues a quality mark to online gambling affiliates whose websites comply with the KVA-Code, a structured compliance framework covering canalisation, responsible channel use, advertising design, prevention of misleading content, addiction-prevention alignment, and adherence to the Besluit ORKA. Certified affiliates undergo initial and annual compliance audits, receive detailed feedback reports and a public certificate page on kva.nl, and gain access to compliance reporting for licensed gambling operators; an international counterpart QMRA extends the certification model to other regulated jurisdictions.

Product overview

Keurmerk Verantwoorde Affiliates (KVA) is a certification and compliance quality mark for affiliates in the Dutch online gambling market. The core offering is the KVA Quality Mark/Certification Service, which verifies that affiliates comply with Dutch gambling regulations and responsible marketing codes. This is supported by the KVA-Code Compliance Framework, a comprehensive code of conduct covering advertising rules, consumer protection, and addiction prevention. Related services include annual Compliance Checks and Audits, Feedback Report Service, and dedicated KVA-Certificate Pages for each member. KVA also provides Affiliate Compliance Support for License Holders—reports to licensed gambling operators on affiliate adherence to advertising regulations. Additionally, KVA offers Consumer Education and Awareness programs and Research and Market Intelligence on illegal gambling activity. An international sub-brand, Quality Mark Responsible Affiliates (QMRA), extends similar certification to affiliates in other European markets and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• KVA Quality Mark / Certification Service Certification service for affiliates in the Dutch online gambling market that verifies compliance with Dutch gambling regulations and responsible marketing codes; certified affiliates receive annual compliance checks, feedback reports, and the right to display the KVA quality mark.
• KVA-Code Compliance Framework A comprehensive code of conduct that affiliates must sign, covering advertising rules, consumer protection, addiction prevention, and transparency requirements based on Dutch gambling (kansspel) legislation.
• Compliance Checks and Audits Annual and periodic spot-check compliance examinations of affiliate websites to verify adherence to the KVA-Code, including advertising standards, age targeting, responsible gambling messaging, and transparency requirements.
• KVA-Certificate Pages Each certified member receives a dedicated certificate page on kva.nl and an official logo package that may be placed in the website footer, linking back to the personal certificate page.
• Affiliate Compliance Support for License Holders Reporting service to licensed gambling operators (vergunninghouders) regarding affiliate compliance with the Besluit Ongerichte Reclame Kansspelen op Afstand (Besluit ORKA), including demographic data analysis and content controls; some operators also outsource age-demographic data collection to KVA on behalf of their affiliates.
• Research and Market Intelligence Regular investigations into illegal gambling market activity (e.g., 'Casino zonder Cruks' search volumes, Meta illegal advertising revenues), with findings shared with the Kansspelautoriteit and other stakeholders to support enforcement and policy development.
• Quality Mark Responsible Affiliates (QMRA) International variant of the KVA quality mark extending similar affiliate certification to markets outside the Netherlands, including Germany, Denmark, Sweden, the United Kingdom, Ontario (Canada), Poland, and Belgium.

Quantifiable outcome

• Estimated 1,677,494 monthly visits to 41 'Casino zonder Cruks' websites, illustrating the scale of the illegal market that KVA-certified affiliates work to counteract by driving players to legal operators.
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Kansspelautoriteit (Ksa)coreStrategic or Co-development Partner · 1 May 2025KVA cooperates formally with the Dutch Gambling Authority (Kansspelautoriteit) in the Alliantie voor het Bestrijden van Illegale Online Kansspelen (Alliance Against Illegal Online Gambling), established in May 2025. KVA shares signals, intelligence, and compliance findings with the regulator's enforcement division. Prior to the Alliance, KVA advised the Ksa regularly on affiliate market trends and enforcement strategies. KVA also participates in working groups such as the marketing best-practices working group within the Alliance.
• Vergunde Nederlandse Online Kansspelaanbieders (VNLOK)coreStrategic or Co-development PartnerVNLOK is the Dutch trade association for licensed online gambling operators. KVA collaborates with VNLOK on joint market research (e.g., the Meta advertising revenue report, March 2026), shares regulatory intelligence, and is represented in KVA's Raad van Advies by VNLOK's Chair (Björn Fuchs) and Senior Policy Advisor (Eric Konings). Several VNLOK member companies recognise KVA for their affiliate programmes.
• Centrum voor Verantwoord Gokken (CvVG)coreStrategic or Co-development PartnerCentrum voor Verantwoord Gokken is a leading Dutch addiction-prevention organisation for gambling. Yvon Jansma, its director, sits on KVA's Raad van Advies. CvVG provides expertise on responsible gambling policies that inform the KVA-Code. KVA's website and member affiliates refer to CvVG as a resource for players seeking help. The two organisations collaborate on consumer-protection content and events.
• Alliantie voor het Bestrijden van Illegale Online KansspelencoreStrategic or Co-development PartnerThe Alliance brings together the Kansspelautoriteit, trade associations (VNLOK), licensed operators, KVA, and other stakeholders to jointly combat illegal online gambling in the Netherlands. KVA participates in working groups (e.g., marketing best practices) and shares compliance data and market research within the alliance framework.
• Gaming in HollandminorGTM or Marketing PartnerGaming in Holland is a Dutch gaming industry association and event organiser. KVA's logo appears on the Gaming in Holland partner page. KVA representatives present at Gaming in Holland events, contributing to industry dialogue and networking with licensed operators and affiliates.
• 711coreChannel Partner/ Reseller/ Distributor711 is a licensed Dutch online casino and sports-betting operator. It requires KVA membership from its affiliate partners and receives compliance reports from KVA in connection with Besluit ORKA obligations. KVA has a dedicated partner page for 711 on kva.nl.
• Circus.nlcoreChannel Partner/ Reseller/ DistributorCircus.nl is a licensed Dutch online casino. It started affiliate compliance cooperation with KVA and requires KVA certification from its affiliates. KVA provides ongoing compliance reporting for Circus.nl affiliates. A dedicated partner page is maintained on kva.nl.
• 777.nlcoreChannel Partner/ Reseller/ Distributor777.nl is a licensed Dutch online casino. It launched affiliate compliance cooperation with KVA, making KVA membership mandatory for its affiliate partners. KVA provides compliance reporting and Besluit ORKA data management. A dedicated partner page is maintained on kva.nl.
• UnibetcoreChannel Partner/ Reseller/ DistributorUnibet (Kindred Group) is a licensed Dutch online casino and sportsbook. It cooperates with KVA on affiliate compliance, receiving reports on KVA-certified affiliates in connection with Besluit ORKA. KVA membership is accepted as a quality signal. A dedicated partner page is maintained on kva.nl.
• BetMGMcoreChannel Partner/ Reseller/ DistributorBetMGM is a licensed Dutch online casino operator. It partners with KVA and references the mark as part of its responsible affiliate programme. KVA maintains a dedicated partner page for BetMGM.
• HardRockcoreChannel Partner/ Reseller/ DistributorHardRock is a licensed Dutch online casino operator (HardRockCasino.nl). It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for HardRock.
• LeoVegascoreChannel Partner/ Reseller/ DistributorLeoVegas is a licensed Dutch online casino operator. It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for LeoVegas.
• KansinocoreChannel Partner/ Reseller/ DistributorKansino is a licensed Dutch online casino that joined KVA as a recognised partner. It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for Kansino.
• TonyBetcoreChannel Partner/ Reseller/ DistributorTonyBet is a licensed Dutch online casino and sportsbook. It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for TonyBet.
• ComeOncoreChannel Partner/ Reseller/ DistributorComeOn is a licensed Dutch online casino operator. It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for ComeOn.
• GetLuckycoreChannel Partner/ Reseller/ DistributorGetLucky is a licensed Dutch online casino operator. It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for GetLucky.
• BetnationcoreChannel Partner/ Reseller/ DistributorBetnation is a licensed Dutch online casino operator. It cooperates with KVA on affiliate compliance. KVA maintains a dedicated partner page for Betnation.
• XY Legal Solutions B.V. (parent company)coreOthersXY Legal Solutions B.V. is the Dutch legal consultancy that founded and hosts KVA. It provides operational infrastructure, compliance expertise, and the legal foundation for KVA's activities. XY Legal Solutions also operates a consultancy practice for online gambling companies and an international counterpart to KVA called QMRA (Quality Mark Responsible Affiliates). KVA's compliance team operates independently from XYLS's commercial consultancy work, with formal separation of roles, NDAs, and information barriers.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• BMM Testlabs: Independent gaming testing laboratory and certification body with deep Dutch/European market presence. Provides compliance testing for gambling platforms; comparable to KVA in audit-driven third-party certification but in a different layer of the gambling value chain.
• Gaming Laboratories International (GLI): Global testing and certification laboratory for gaming equipment, software, and online gambling systems. Like KVA, it serves both operators and regulators and provides audit-based compliance services, though at the platform rather than affiliate level.
• eCOGRA: Internationally recognised testing, inspection and certification body for the online gambling industry. While its primary focus is software/game testing rather than affiliate certification, it operates the same RegTech-adjacent model (third-party audits against published codes) and competes for compliance mind-share in the gambling sector.

Emerging players

• Responsible Gambling Council (RGC): Canadian independent responsible-gambling body that develops standards, accreditation, and certification programmes for gambling operators and harm-minimisation programmes. Comparable in operating independent codes, accreditation services, and consumer-protection content in the gambling sector.

Others

• NOGA (Netherlands Online Gambling Association): Dutch trade association for online gambling operators, active in policy advocacy and responsible gambling. Not a direct competitor but a comparable Dutch gambling governance body interacting with the same regulator and ecosystem as KVA.
• EGBA (European Gaming and Betting Association): Brussels-based trade association representing major European gambling operators. Comparable to KVA in publishing codes of conduct and representing compliance/responsible-gambling standards, though at the operator rather than affiliate level.
• VNLOK (Vergunde Nederlandse Online Kansspelaanbieders): Dutch trade association for licensed online gambling operators. Although not a peer in affiliate certification, VNLOK partners with KVA on joint research and is structurally adjacent as the operator-side governance body in the same Dutch regulatory ecosystem.

Direct peers

• IBAS (Independent Betting Adjudication Service): Independent UK adjudication body for betting disputes, providing third-party compliance and dispute resolution services to the gambling sector. Functionally comparable to KVA as a private standards/adjudication body for gambling-related commerce.
• Quality Mark Responsible Affiliates (QMRA): International counterpart of KVA covering Germany, Denmark, Sweden, UK, Ontario, Poland, and Belgium. Operates the same certification framework and is run by the same parent XY Legal Solutions B.V., making it a direct sibling peer in affiliate quality-marking.

Regional players

• NMi Gaming: Netherlands-headquartered gaming test laboratory and certification body, providing testing, auditing, and inspection services for the Dutch and broader European gambling industry. Direct regional peer in Dutch gambling compliance certification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/keurmerk-verantwoorde-affiliates-kva

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Keurmerk Verantwoorde Affiliates (KVA)