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Former EGBA Chief Maarten Haijer Named Director General of New Global Gambling Alliance

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Altay Celikkaya

Content Manager

Updated: 13/10/26

Reading Time: 2 minutes

Maarten Haijer, the former Secretary General of the European Gaming and Betting Association (EGBA), has been appointed the first Director General of the World Gaming and Betting Alliance (WGBA).

The Geneva-based organisation brings together major gambling operators and industry associations to promote evidence-based regulation, strengthen consumer protection and address illegal gambling worldwide. The alliance announced the appointment on 9 October 2026, ahead of its planned formal launch in Geneva later this year.

Maarten Haijer pictured alongside WGBA branding and Geneva’s skyline, highlighting his new leadership role at the global gambling industry alliance.

People Moves

Key Takeaways From Maarten Haijer's WGBA Appointment

Maarten Haijer becomes the first Director General of the newly established World Gaming and Betting Alliance.
Founding members include bet365, Entain, Flutter Entertainment, FDJ United and EGBA.
The Geneva-based organisation will focus on regulatory cooperation, player protection and illegal gambling.
WGBA plans to formally launch later in 2026, alongside its first flagship industry report.

Haijer Moves Into Global Role After 13 Years at EGBA

Haijer joins WGBA after more than 13 years as EGBA Secretary General, a position he held until September 2026. He joined EGBA in 2008 as Director of Regulatory Affairs before becoming Secretary General in 2013.

During his tenure, the association expanded its engagement with European policymakers and supported competitive licensing frameworks across regulated gambling markets.

EGBA’s latest annual activity report highlighted growing regulatory cooperation, including developments in player protection and anti-money laundering standards. Following Haijer’s departure, Pierre Tournier became interim Secretary General on 1 September.

Announcing his new role, Haijer said:

The global regulatory landscape is evolving fast.

His appointment shifts his focus from European regulatory affairs towards international cooperation across multiple gambling jurisdictions.

WGBA Brings Major Gambling Operators Together

According to the WGBA’s official governance information, the organisation operates as a non-profit association registered under Swiss law. Its structure includes a General Assembly, Board and Secretariat, with Haijer overseeing daily operations and stakeholder engagement. The alliance’s membership includes bet365, Entain, Flutter Entertainment, FDJ United and EGBA.

WGBA aims to develop coordinated responses to illegal gambling while promoting stronger industry standards. The organisation’s priorities reflect existing concerns about offshore operators, including those identified in research estimating a $50 billion global unlicensed gambling market. Its approach also aligns with previous EGBA calls for coordinated European action against online gambling fraud.

Global Launch and Industry Report Planned

WGBA plans to hold its formal launch in Geneva later this year, alongside publication of its inaugural flagship report. The report is expected to support discussions about regulated gambling, consumer protection and evidence-based policymaking.

For operators and B2B stakeholders, the alliance introduces another platform for industry representation beyond national and regional trade associations. However, its practical influence will depend on future membership expansion, regulatory engagement and the research it produces. Haijer will now oversee those efforts as WGBA prepares to establish its international presence.