Maarten Haijer to lead new World Gaming and Betting Alliance

The former secretary general of the European Gaming and Betting Association (EGBA) Maarten Haijer has been appointed director general of the World Gaming and Betting Alliance (WGBA).

The Geneva-based non-profit organisation seeks to bring the international gambling industry together. Its aim is to engage policymakers and strengthen the evidence that informs gambling regulation. Its formal launch is expected later this year, and we expect a publication of a first flagship report.

From European lobbying to a global role

Haijer joins from Algonquin Consulting following 13-and-a-half years leading EGBA. He left the European association in September. During his tenure, he oversaw its expansion and increased engagement with EU institutions and national regulators.

EGBA promoted competitive markets with multiple licensed operators and established European Safer Gambling Week. Haijer’s earlier career included positions at the Dutch Ministry of Economic Affairs and the Netherlands’ Permanent Representation to the EU.

The appointment takes his work beyond Europe. It gives him responsibility for coordinating a wider international industry voice on gambling policy.

Major operators behind the alliance

Founding members reportedly include EGBA, Flutter Entertainment, FDJ United, bet365 and Entain. The organisation will operate through a general assembly, board and secretariat.

Haijer announced his appointment on LinkedIn. He stated that the alliance would unite the industry around “effective regulation, high industry standards and evidence-led policy”.

He also said gambling should remain “a lawful, safe form of entertainment” for most adults, while arguing that the case for robustly regulated markets had become increasingly important.

“At WGBA, we promote high standards of consumer protection, integrity and transparency, and support practical, evidence-led approaches to reduce gambling-related harm and tackle illegal gambling worldwide.” – Maarten Haijer

The alliance’s stated purpose centres on policy engagement and research. Its launch will provide an opportunity to set out how those ambitions will translate into specific work, including the scope of its inaugural report.

Black market figures underline the policy debate

The appointment comes amid renewed discussion about the scale of unregulated online gambling.

A report produced by Gaming Compliance International for the Campaign for Fairer Gambling estimated that unregulated operators generated €91.6 billion in revenue from EU consumers in 2025. That was an estimated 72% of the EU’s online gambling market. Those figures should be treated as estimates from the commissioned study.

For UK readers, the alliance’s membership is particularly relevant. Several founding operators have substantial British businesses. A coordinated international position could inform their contributions to domestic debates about regulation and consumer protection.

However, the EU figures do not establish the size of Britain’s unlicensed market. The WGBA’s first report will offer an early indication of how the new body intends to substantiate its policy arguments.