bet365, Entain, FDJ United and Flutter form World Gaming & Betting Alliance
Geneva-based WGBA to launch and publish its first report at year-end
Key Takeaways
- bet365, Entain, FDJ United and Flutter and the European Gaming and Betting Association formed the World Gaming and Betting Alliance (WGBA).
- Maarten Haijer, former Secretary General of the EGBA, is Director General of the WGBA and announced the role on LinkedIn.
- WGBA is based in Geneva and will hold its official launch and publish its first major report at the end of the year.
- The alliance's stated missions include protecting consumers, supporting integrity in regulated markets and tackling illegal gambling.
Four major iGaming operators — bet365, Entain, FDJ United and Flutter — together with the European Gaming and Betting Association (EGBA) have established the World Gaming and Betting Alliance (WGBA), the groups announced on 19 October 2026. The Geneva-based organisation is led by Maarten Haijer, former Secretary General of the EGBA, who revealed the appointment in a LinkedIn post. The WGBA plans an official launch in Geneva and the release of its first major report scheduled for the end of the year.
Purpose and priorities
Maarten Haijer set out the alliance's objectives in his LinkedIn announcement. He wrote: > "It is with great excitement that I announce a new chapter in my career, taking on the role of Director General of the newly established World Gaming and Betting Alliance (WGBA), based in Geneva." He added that WGBA intends to advocate for regulatory frameworks that do not impose the same restrictions on licensed operators as on illegal ones, while pressing for more rigorous action against the illicit sector.
The organisation lists four core missions: to protect consumers and reduce gambling-related harm; to enable the safe enjoyment of gaming or betting as a mainstream leisure activity; to support integrity and transparency in regulated markets; and to tackle illegal gambling that undermines safeguards and public revenues.
Engagement and launch plans
WGBA says it will work with governments, regulators, law enforcement, public health authorities, international institutions, civil society and consumers to advance policy outcomes grounded in evidence and tailored to national and local contexts. Haijer wrote: > "At WGBA, we aim to unite the international gaming and betting community around the shared purpose of championing effective regulation, high industry standards, and evidence-led policy, so that gaming and betting can remain what it is for most adults: a lawful, safe form of entertainment." The group will engage regulators and policymakers ahead of its Geneva launch and year-end report.
For regulatory readers the organisation’s stated emphasis on differential treatment between licensed operators and the illicit sector will be a central plank of its advocacy work; WGBA intends to pursue that position in international dialogues and reports. regulators and industry stakeholders can expect the first WGBA outputs at the end of the year.
Frequently Asked Questions
Who founded the World Gaming and Betting Alliance?
The alliance was founded by bet365, Entain, FDJ United and Flutter together with the European Gaming and Betting Association (EGBA). The formation was announced on 19 October 2026.
Who will lead the WGBA and how was that announced?
Maarten Haijer will serve as Director General of the WGBA, and he announced the appointment in a LinkedIn post where he described taking on the role and the Geneva base for the organisation.
When and where will WGBA officially launch?
WGBA will officially launch in Geneva and release its first major report at the end of the year, according to the organisation's announcement.
What are WGBA’s primary objectives?
WGBA aims to protect consumers and reduce gambling-related harm, enable safe enjoyment of gaming as leisure, support integrity and transparency in regulated markets, and tackle illegal gambling that undermines safeguards and public revenues.
Tags
About the author
Marcus Webb
Industry Deals Correspondent
Marcus Webb covers the deal flow of the gambling industry — operator strategy, M&A, market entries, and product launches from sportsbook rebrands to full platform migrations. The reports name the companies, valuations, and jurisdictions exactly as disclosed and separate the announcement from its market impact. When a group consolidates a brand or a challenger launches into a new state, Marcus Webb explains who gains, who pays, and what closes next quarter.
More from Marcus Webb
