Maarten Haijer appointed director general of new World Gaming and Betting Alliance

Maarten Haijer has been named director general of the newly formed World Gaming and Betting Alliance (WGBA), the group announced on 9 October 2026. Haijer left his role as secretary general of the European Gaming and Betting Association (EGBA) in September after 13 years leading that body, and will head the WGBA from its Geneva registration ahead of a formal launch later this year and publication of a flagship report.

Leadership change and immediate background on Maarten Haijer

Haijer stepped down from the EGBA in September 2026 after 13 years at the helm. Pierre Tournier assumed leadership of the EGBA in an interim capacity from 1 September 2026. Prior to his EGBA tenure, Haijer worked at the Dutch Ministry of Economic Affairs and the Netherlands' Permanent Representation to the EU; WGBA’s appointment statement highlights that experience as part of his regulatory and trade background.

The WGBA has listed Haijer as its sole employee to date. The organisation is registered as a non-profit association in Geneva, Switzerland, and its governance structure comprises a general assembly, a board and a secretariat.

What the World Gaming and Betting Alliance says it will do

The WGBA sets out a policy-oriented remit. Its mission statement says the alliance will "work with governments, regulators, law enforcement, public health authorities, international institutions, civil society and consumers to support policy outcomes grounded in evidence and tailored to national and local contexts." The group describes itself as "a global alliance of regulated gaming and betting operators, industry associations and other stakeholders" and urges governments to adopt "evidence-led frameworks that clearly distinguish between regulated and unregulated operators" and to "strengthen collaboration between regulators, public health authorities and the regulated sector."

"At WGBA, he leads a global effort to engage with policymakers and contribute to the shared knowledge base on gambling data and evidence, helping ensure regulation enables a safer environment for consumers," the WGBA said of Haijer’s appointment.

— WGBA statement

Membership and founding participants

The WGBA lists a combination of trade associations and operators among its founding members. Organisations named by the WGBA include the European Gaming and Betting Association (EGBA), Flutter Entertainment, FDJ United, bet365 and Entain. The alliance describes its membership as encompassing both operators and industry associations; the initial roll-call indicates participation from major listed operators and an established regional trade body.

The WGBA has not published a broader membership roster beyond those names and the single listed employee.

Governance, registration and planned launch

The organisation is formally registered in Geneva as a non-profit association. Its governance model comprises three components: a general assembly, a board and a secretariat. The WGBA confirmed that its formal public launch is scheduled for later in 2026 in Geneva, alongside the publication of its first flagship report.

Haijer reiterated the organisation’s public-facing goals in his statement announcing the appointment. He said the WGBA aims to "unite the international gaming and betting community around the shared purpose of championing effective regulation, high industry standards and evidence-led policy," and that the group will engage with regulators, policymakers and public health stakeholders at the global level.

What the WGBA emphasises on regulation and evidence

The WGBA emphasises evidence and regulatory distinction. The organisation’s public materials stress two recurring policy points:

• prioritising evidence-led frameworks for gambling policy; and

• creating clear regulatory distinctions between regulated and unregulated operators to protect consumers.

Those priorities inform the organisation’s stated intention to collaborate with regulators and public health authorities and to contribute to a shared knowledge base on gambling data and evidence. The alliance framed this work as a means of supporting policy outcomes "tailored to national and local contexts." One of the WGBA’s public lines is to encourage cross-stakeholder collaboration between the regulated sector and public authorities.

Reactions and contextual notes

EGBA confirmed the personnel changes at the European trade body: Haijer left in September and Pierre Tournier began as interim secretary general on 1 September 2026. The WGBA appointment statement cites Haijer’s prior roles at the Dutch Ministry of Economic Affairs and the Netherlands' Permanent Representation to the EU as part of his regulatory and international-trade credentials.

EGR Intel carried the announcement on 9 October 2026. The EGR article notes that Arnold Ash is EGR’s executive recruitment partner and that the recruitment adviser supports organisations seeking executive talent.

What to expect next from the WGBA

The WGBA plans a formal launch event in Geneva in 2026 coinciding with the release of its flagship report. That report is presented by the organisation as the first public output intended to inform policymakers and regulators and to establish the alliance’s evidence base. Until the launch and the report are published, the WGBA’s membership beyond the named organisations and Haijer’s role as director general remain the clearest confirmed facts.

For regulators and market participants tracking industry coordination, WGBA positions to watch will include: how the alliance frames the distinction between regulated and unregulated operators, what evidence and data it relies on in its flagship report, and which additional operators and associations join the Geneva-based membership.