Together, we keep playing fun and safe

At Nederlandse Loterij, it’s about more than just excitement and fun – it’s also about responsibility. That’s why we work with our partners to raise awareness about the risks of gambling. Through the Rugdekking program, TOTO – part of Nederlandse Loterij – collaborates with the KNVB and Eredivisieclubs to show the importance of addressing gambling risks openly. Players, staff, employees, and fans of clubs partnered with TOTO receive clear guidance on responsible participation in sports betting. In this way, we help prevent problems and ensure that taking part remains fun and safe. Responsible Gaming Specialist Nienka Kroesen, TOTO Sponsor Manager Bregje van Grinsven, and experience expert Arne Nilis – former professional footballer – play key roles in this initiative.

TOTO aims to remain the most responsible provider of sports betting and casino games in the Netherlands. Rugdekking was born out of a shared sense of responsibility between TOTO, football clubs, and the KNVB. Nienka explains: “Together with professional football clubs, we’ve joined forces to help fans and players make responsible choices and prevent problems. Our goal is to start the conversation about the risks of gambling.”

Rugdekking offers a multifaceted approach: interactive sessions for players and staff, personal experience stories, online videos, and fan-focused events. This mix of initiatives creates impact at multiple levels. Over the past three years, Rugdekking has toured clubs such as Feyenoord, SC Heerenveen, PSV, Willem II, Sparta Rotterdam, FC Groningen, FC Twente, RKC Waalwijk, and was featured during the TOTO KNVB Cup.

A key role for Arne Nilis

One of Rugdekking’s most powerful elements is the personal story of Arne Nilis. Arne speaks openly about his experiences with gambling addiction during the sessions. His story is brutally honest and strikes a deep chord with his audience.

Arne’s success as a player—from his youth days at PSV to his professional career in Belgium came with intense pressure. That pressure, combined with his competitive nature, made him vulnerable to gambling. During the Rugdekkingsessions, Arne shares how gambling gradually took over his life: “It started out harmless, but eventually it wasn’t about winning anymore. It became an escape from reality.” He speaks about hitting rock bottom and his path to recovery—stories that leave a lasting impression on players and staff. “Everyone listens with bated breath,” says Nienka. It clearly shows how quickly gambling can spiral from fun into a problem. This personal approach is what sets Rugdekking apart.

At Nederlandse Loterij, responsible play is at the heart of everything we do. We aim to help players make informed choices, because playing should always remain fun. With clear information, prevention programs, and partnerships with experts and organizations, we continuously work to minimize risks. In 2024, we reached thousands of players with our initiatives and continued to take further steps to prevent problematic behavior.

In 2024, we focused on responsible play with these results:

574,827 messages sent to players via the TOTO portal, including information about limits and payouts.
31,896 emails sent to players to highlight their playing behavior.
17,769 phone calls made to players regarding their playing habits.
151 employees from creative agencies working with Nederlandse Loterij completed the “Responsible Marketing” e-learning.
502 retail locations were visited by mystery shoppers to assess responsible sales practices of the Decemberkalender.

What happens in a Rugdekking session?

A typical session begins with a clear introduction about the risks of gambling and the rules that apply to professional footballers. This is followed by Arne Nilis sharing his story, offering practical tips that encourage reflection and conversation. “Clubs respond positively, and it’s become clear that this program is much needed,” says Bregje. “Players and staff get concrete tools to recognize risks and start conversations about gambling, both on and off the pitch.”

Involving fans

Rugdekking doesn’t just engage players, it also involves fans. Through a variety of online and social videos, fans are made aware of the risks of sports betting. PSV team manager Bas Roorda explains: “Rugdekking is a great example of how a partner can provide meaningful contributions based on expertise. TOTO is helping not only our players and staff, but also contributes to a safe and responsible sports environment.”

Results and future

While measuring impact can be complex, the positive responses and engagement from both clubs and fans point to success. “It’s fantastic to see clubs embracing the message and keeping the conversation going,” says Bregje. However, challenges lie ahead. Starting in July 2025, sports sponsorship by online gambling providers will no longer be allowed. It remains to be seen how this will affect the Rugdekking program. “Rugdekking is about prevention and awareness. That message remains relevant,” Bregje states.

Leaving a lasting impression

For Nienka, the impact of Rugdekking is undeniable: “Every time players and staff listen intently to Arne’s story, we know we’re doing something important. His personal journey touches a nerve and raises awareness about gambling.” Arne hopes most of all that his story helps others: “If my story gets even one person who’s struggling to stop and seek help, then all the effort has been worth it.”

At Nederlandse Loterij, together, we go for the win. We do this by working hard and having fun. Do you want to be part of our team? Have a look at our vacancies.