Maarten Haijer has been appointed director general of the World Gaming and Betting Alliance (WGBA), a new global body focused on gambling regulation, consumer protection and evidence-led policy.
The appointment follows Haijer’s 13-and-a-half-year tenure as secretary general of the European Gaming and Betting Association (EGBA). He joins the WGBA from Algonquin Consulting and brings extensive experience in European gambling regulation and industry lobbying.
WGBA Plans Global Policy Initiative On Gambling Regulation
The WGBA said it intends to unite the international gaming and betting industry around “effective regulation, high industry standards and evidence-led policy”. This organisation will promote consumer protection, integrity and transparency while engaging policymakers, regulators and other stakeholders.
It said the global initiative would focus on improving the evidence base underpinning gambling regulation and supporting safer, well-regulated markets. The alliance will launch formally in Geneva later this year alongside its first flagship report.
Founding Members Include Major International Operators
The Geneva-based non-profit will be structured around a general assembly, board and secretariat. Founding members reportedly include EGBA, Flutter Entertainment, FDJ United, bet365 and Entain.
Haijer said the alliance would work to ensure that gambling remains “a lawful, safe form of entertainment” for most adults. The WGBA said his previous experience includes work with the Dutch Ministry of Economic Affairs and the Netherlands’ Permanent Representation to the European Union.
Haijer’s EGBA Record Includes Safer Gambling Initiatives
During his time at EGBA, Haijer helped expand the association’s engagement with EU institutions and national regulators. EGBA credited him with supporting “safe, well-regulated and competitive multi-licensed markets” across Europe and establishing the annual European Safer Gambling Week.
The WGBA said that under his leadership, “the organisation will drive a worldwide initiative focused on engaging policymakers and enhancing the evidence base that underpins gambling regulation”.
Haijer has argued that the case for robust regulation has become more important as unlicensed gambling expands. A Campaign for Fairer Gambling report estimated that unregulated operators accounted for €91.6bn in gross gambling revenue across the EU’s 27 member states in 2025, compared with €36.5bn for regulated operators.
Haijer’s appointment gives the WGBA immediate regulatory experience and a strong European policy network. The new body will need to demonstrate that its evidence-led approach is credible to regulators and public health stakeholders, particularly because several founding members are large operators.
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