Bet365, Entain, FDJ United and Flutter Back New Global Gambling Alliance

Bet365, Entain, FDJ United and Flutter Entertainment are among the members of the newly established World Gaming and Betting Alliance (WGBA), a Geneva-based industry body focused on gambling regulation, consumer protection and action against illegal operators.

The European Gaming and Betting Association (EGBA) also participates in the alliance. Former EGBA secretary general Maarten Haijer has become its first director general, extending his industry advocacy work from a European remit to an international one.

WGBA was formed in July 2026, according to SBC News. Haijer has announced plans for a formal launch in Geneva later this year, alongside the publication of its first flagship report. 

Regulation and Illegal Gambling Set the Agenda

The alliance’s stated priorities include promoting regulation that distinguishes between licensed and unlicensed operators, strengthening consumer protection and supporting enforcement against illegal gambling.

Its proposed approach combines policy advocacy with research. WGBA intends to bring together regulated operators, industry associations and other stakeholders, while providing information for policymakers, regulators and the media.

The organisation describes its objective as supporting proportionate regulation informed by evidence. Its research agenda encompasses both the role of regulated gambling markets and the risks associated with illegal operators, according to its mission statement reported by industry publication AffPapa.

In announcing his appointment on LinkedIn, Haijer identified regulators, policymakers and public health stakeholders as groups he intended to engage with. He presented effective regulation and higher industry standards as central to the alliance’s work.

Those statements establish WGBA’s advocacy position. Its first report will provide an opportunity to assess the evidence and specific policy recommendations underpinning that agenda.

Haijer Moves Into an International Role

Haijer joins WGBA after more than 13 years leading EGBA. He originally joined the European association as director of regulatory affairs in 2008 and became secretary general in 2013.

EGBA announced his departure in August, with senior director Pierre Tournier taking over as interim secretary general from September 1.

During Haijer’s tenure, the association expanded its engagement with European policymakers and supported the development of competitive licensing frameworks. EGBA also credited him with establishing European Safer Gambling Week, its annual initiative promoting safer gambling across the region. 

His new role places him at the head of an organisation whose membership combines several major international gambling businesses with an established European trade association.

Geneva Launch and First Report Planned

WGBA is organised as a non-profit association under Swiss law, with a general assembly, board and secretariat. Haijer leads its day-to-day operations as director general. 

The planned Geneva event will mark the alliance’s formal public launch, following its establishment earlier in the year.

Haijer’s announcement linked that event to the publication of WGBA’s first flagship report. He did not specify a launch date or disclose the report’s detailed scope in the statement reproduced by SBC News.