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Last week a committee made up of MPs from across the Netherlands’ political spectrum also raised concerns around the role of Meta and Google in supporting the black market.

Candidates from the VVD party urged the government to take a “harder stance” against these big tech platforms.

Van Bruggen told the gambling committee that both Meta and Google were open to maintaining a dialogue with the government on this.

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VIP operations have changed drastically over year last ten years. In October 2020, a new code of conduct came into force in the UK following a consultation process between the Gambling Commission and the Betting and Gaming Council.

This required operators to subject players to rigorous checks before signing up new VIPs, including having their betting behaviour being closely monitored. 

Operators were also banned from incentivising customers based on losses, and reward programmes must be overseen by senior management. The code restricts any player under the age of 25 from taking part. 

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The total cost of the ad has not been divulged by Polymarket, but it is fair to estimate that it fell in the millions given the high expenses of bringing aboard a prominent filmmaker such as Berg. Beyond director fees, Polymarket also had to budget for agency and concept fees, set construction and post-production costs that include visual effects, licensing and sound design. In late-August, Polymarket disclosed that it has sought a $21 billion valuation in a new funding round led by Donald Trump Jr’s venture firm, 1789 Capital.

Polymarket may defend any substantial investment in marketing given the overwhelming impact on customer acquisition that ensued. On Tuesday, Polymarket ranked first on the App Store in downloads for free finance apps, topping archrival Kalshi, Capital One Mobile and prominent payment providers PayPal and Venmo.

The company did not immediately respond to a request for comment from iGB.