With the World Cup fast approaching, the Dutch Gambling Regulator KSA is launching the campaign “Don’t get lost playing”. The campaign warns young adults about the risks of sports betting.
During the World Cup and other major sporting events, the Dutch place more bets on sports. These types of events hold a strong appeal for young adults. Because this target group in particular often believes that sports betting does not really fall under gambling, the KSA is launching another campaign this summer to alert them to the potential risks.
To kick off the campaign, street art collective Kamp Seedorf created a mural in Amsterdam as an ode to former international Glenn Helder. Helder played for the Dutch national team and was open about his gambling past for years. With his story, he wants to show young people that betting can start small but can have major consequences.
The mural is a tribute to Helder as a footballer and his struggle with his gambling problem. In doing so, he forms the face of a campaign that aims to reach young people in a place where the temptation is great: around football, friends, excitement and the World Cup.
Michel Groothuizen, Chairman of the KSA, said: “During major football tournaments, the temptation to place sports bets increases. Young adults, in particular, are susceptible to tension, peer pressure, and overestimating their chances of winning. With this campaign, we do not want to lecture them, but rather show them what the risks are and help them make informed choices.”
Influencer and footballer Noah Zeeuw interviewed Glenn Helder at the mural. In that conversation, both his football past and time with the Dutch national team, as well as his gambling history, are discussed. Following this kick-off, Noah Zeeuw will create several content items for the campaign during the World Cup, which he will share via his own social channels. In these, he delves deeper into the risks of placing bets, drawing on personal stories and relatable situations from football culture, among other things.
Glenn Helder said: “Football should be something you enjoy. With betting, you can lose much more than money. I know what it is like to lose yourself, and also how important it is to find yourself again. That is why I say to young people: don’t let yourself get lost in the game.”
Noah Zeeuw: “Young people might view betting as a minor issue or something that is part of football. But that is precisely why it is important to open up the conversation and talk about the risks. Not with a raised finger, but with real stories and relatable situations.”
The campaign runs leading up to and during the 2026 FIFA World Cup and is distributed via social media, including Instagram, Snapchat and YouTube.
