Maarten Haijer appointed first Director General of World Gaming and Betting Alliance
The former European Gaming and Betting Association (EGBA) head will lead the newly established global body, which aims to engage with policymakers on regulation and industry standards worldwide.
- Maarten Haijer has been named the inaugural director general of the Geneva-based World Gaming and Betting Alliance (WGBA).
- The new organisation, formed in July 2026, will focus on evidence-based policy, combating the black market, and promoting high industry standards.
- Haijer brings over 13 years of experience as secretary general of the EGBA, where he championed regulated markets and safer gambling initiatives.
Maarten Haijer has been appointed as the first director general of the newly created World Gaming and Betting Alliance (WGBA). The appointment places the long-serving industry executive at the head of the Geneva-based non-profit organisation, which was established in July 2026 to address global gambling industry matters.
Haijer transitions to the WGBA from Algonquin Consulting. His appointment follows a 13-and-a-half-year tenure as secretary general of the European Gaming and Betting Association (EGBA), a role he held until September after announcing his departure in August. His earlier career included positions within the Dutch Ministry of Economic Affairs and at the Netherlands’ Permanent Representation to the European Union.
During his time leading the EGBA, Haijer was credited with key initiatives including the establishment of the annual European Safer Gambling Week. The association also noted his role in championing “safe, well-regulated and competitive multi-licensed markets” across the continent and overseeing the publication of a voluntary pan-European standard on markers of gambling harm. Following his departure, Pierre Tournier was appointed interim Secretary General of the EGBA.
A Global Mandate for Regulation
The WGBA, which will operate with a general assembly, board and secretariat, has a core mission to unite the international sector. Its focus includes advocacy for a more sustainable gambling industry, improving consumer protection standards, and confronting the unlicensed black market.
the organisation will drive a worldwide initiative focused on engaging policymakers and enhancing the evidence base that underpins gambling regulation.
effective regulation, high industry standards and evidence-led policy.
Founding members of the new global body reportedly include Haijer's former organisation, the EGBA, alongside major operators such as Bet365, Entain, Flutter Entertainment, and FDJ United.
The scale of the challenge facing the regulated industry was highlighted in a recent report from the Campaign for Fairer Gambling. It estimated that for 2025, unregulated operators would account for €91.6 billion in gross gambling revenue across the EU’s 27 member states, significantly larger than the regulated market’s €36.5 billion. The report suggested the unlicensed sector comprised 72% of the total €128 billion online gambling marketplace.
