Maarten Haijer appointed chief executive of new World Gaming and Betting Alliance
WGBA registered in Geneva and will publish a flagship report before year-end
Key Takeaways
- Maarten Haijer has been appointed chief executive of the World Gaming and Betting Alliance (WGBA).
- The WGBA is registered as a non-profit association in Geneva with a general assembly, board and secretariat, and Haijer is currently listed as the only employee.
- Haijer left the European Gaming and Betting Association (EGBA) in September 2026 after 13 years; Pierre Tournier became interim successor on 1 September.
- Listed founding members of the WGBA include EGBA, Flutter Entertainment, FDJ United, bet365 and Entain.
- The WGBA will hold its formal launch in Geneva later in 2026 and will publish a flagship report at that time.
Maarten Haijer has been appointed chief executive of the newly formed World Gaming and Betting Alliance (WGBA). Haijer left his post as secretary general of the European Gaming and Betting Association (EGBA) in September after 13 years leading the organisation; his interim successor at the EGBA is Pierre Tournier, effective 1 September.
World Gaming and Betting Alliance: structure and registration in Geneva
The WGBA has been registered as a non-profit association in Geneva, Switzerland, and its formal governance includes a general assembly, a board of directors and a secretariat. In the public records related to the entity's incorporation, Haijer is currently listed as the sole employee.
The organisation's statute and mission state its intention to work with governments, regulators, law enforcement, public health authorities, international institutions, civil society and consumers to support evidence-based policies adapted to national and local contexts.
Operational objectives of the World Gaming and Betting Alliance and policy priorities
The WGBA defines its purpose as bringing together regulated operators, trade associations and other stakeholders to promote regulatory frameworks grounded in evidence. The group has stated it seeks governments to prioritise frameworks that clearly distinguish between regulated and unregulated operators and to strengthen cooperation among regulators, public health authorities and the regulated sector.
"The World Gaming and Betting Alliance (WGBA) is a global alliance of regulated gaming and betting operators, industry associations and other stakeholders," the organisation said in its statement.
Among the organisations the WGBA lists as members are the European Gaming and Betting Association (EGBA), Flutter Entertainment, FDJ United, bet365 and Entain.
Appointment of Maarten Haijer and his regulatory background
Haijer will assume the chief executive role at the WGBA after leaving the EGBA in September 2026. The WGBA statement highlights Haijer's experience in gaming regulation, consumer protection and international trade, and refers to his previous tenure as secretary general of the EGBA and to earlier roles at the Ministry of Economic Affairs of the Netherlands and at the Permanent Representation of the Netherlands to the European Union.
In his comments, Haijer said the WGBA intends to unite the international gaming and betting community to promote effective regulation, high industry standards and evidence-led policies, with the aim that gaming and betting remain a lawful and safe form of entertainment for the large majority of adults.
"It is with great enthusiasm that I announce a new chapter in my career, taking up the role of chief executive of the newly established World Gaming and Betting Alliance (WGBA), based in Geneva," Haijer said.
Formal launch and initial deliverable: flagship report
Haijer confirmed the WGBA will hold its formal launch in Geneva later in calendar year 2026 and that the event will coincide with the publication of its first flagship report. The exact date of the event and the detailed contents of the report have not yet been published; the organisation has indicated the document will form part of its effort to provide data and evidence for policy design.
For the regulatory community and stakeholders, the promise of an initial report is intended to serve as a reference point on data collection methodologies and good practices in cooperation between authorities and operators.
Implications for the sector and relations with existing associations
The formation of the WGBA brings together actors already active in regional and national fora and industry working groups. The inclusion of the EGBA among the founding members indicates continuity of European actors in an initiative with global ambition. The presence of large operators such as Flutter Entertainment, bet365 and Entain points to broad private-sector representation in the new structure.
The WGBA has requested dialogue with regulators and policymakers; that formalised engagement could reduce fragmentation of positions across markets, but the organisation still needs to establish operational and governance mechanisms that specify how the priorities of different members will be balanced.
Other details and notes on executive recruitment
The original statement mentions Arnold Ash as EGR's executive search partner, which helps organisations identify and attract senior sector talent. EGR will publish the appointment notice in its news service.
For information on regulatory frameworks and policy debates linked to the announcement, interested parties can consult coverage in the section of [regulation](/regulation) and sector updates in [b2b](/b2b) and [news](/news).
Frequently Asked Questions
Who will be the chief executive of the WGBA and what is his prior experience?
Maarten Haijer will be the chief executive of the World Gaming and Betting Alliance (WGBA). He served as secretary general of the European Gaming and Betting Association (EGBA) for 13 years and previously held roles at the Ministry of Economic Affairs of the Netherlands and the Permanent Representation of the Netherlands to the EU.
Where is the WGBA registered and what is its formal structure?
The WGBA is registered as a non-profit association in Geneva, Switzerland. Its formal structure comprises a general assembly, a board of directors and a secretariat; Haijer is currently listed as the only employee.
Which organisations are listed as founding members of the WGBA?
The WGBA's public listing of members includes the European Gaming and Betting Association (EGBA), Flutter Entertainment, FDJ United, bet365 and Entain.
When will the WGBA formally launch and what will it publish?
The WGBA's formal launch is scheduled for later in 2026 in Geneva and will coincide with publication of its first flagship report, which the organisation says will provide data and evidence to inform policy design.
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About the author
Miguel Sandoval
Regulatory Affairs Correspondent
Miguel Sandoval tracks gambling legislation, licensing, and regulator enforcement — from Spain's DGOJ and the Latin American authorities to the UKGC, the MGA, and the state-by-state map in North America. The reports answer three questions precisely — what changed, where, and who it affects — with jurisdictions, dates, and penalties cited exactly as published. Operators and compliance officers read Miguel Sandoval to know which rulebook moved before their next meeting.
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