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Maarten Haijer Takes Helm at the Newly Formed World Gaming and Betting Alliance

By jili tutorial · October 13, 2026

Maarten Haijer Takes Helm at the Newly Formed World Gaming and Betting Alliance

Introduction to WGBA and Maarten Haijer’s Role

Maarten Haijer, the former Secretary General of the European Betting and Gaming Association (EGBA), has been appointed as the inaugural Director General of the Geneva-based World Gaming and Betting Alliance (WGBA). This newly established trade body, formed in July 2026, aims to address critical issues in the global gambling industry, including combating the black market, advocating for sustainable policies, and enhancing consumer protection standards. Haijer brings over 13 years of experience from his tenure at EGBA, where he played a pivotal role in shaping industry standards and initiatives.

The Formation and Mission of WGBA

Founding Members and Objectives

The WGBA was established with the support of industry giants such as bet365, FDJ United, Flutter, and Entain. These founding members share a commitment to fostering a regulated and sustainable gambling sector. The Alliance’s core mission focuses on:

  1. Combating the Black Market: By promoting regulated markets, WGBA aims to reduce illegal gambling activities that undermine consumer safety and industry integrity.
  2. Advocacy and Policy Work: The Alliance will engage with regulators and policymakers to shape a global regulatory framework that prioritizes sustainability and fairness.
  3. Consumer Protection: WGBA seeks to elevate industry standards to ensure safer gambling practices and better protection for vulnerable individuals.

Haijer’s Vision for WGBA

In a LinkedIn post announcing his new role, Haijer emphasized the urgency of adapting to the rapidly evolving global regulatory landscape. He stated:
“The case for well-regulated markets has never been more important, both for consumers and for the societies in which they operate. I look forward to engaging with regulators, policymakers, and public health stakeholders to help shape the conversation on a global scale.”
The WGBA plans to formally launch later this year in Geneva, accompanied by its first flagship report, which will outline its strategic priorities and initiatives.

Haijer’s Legacy at EGBA

Achievements and Contributions

Haijer’s departure from EGBA in August 2026 marked the end of a transformative era for the association. During his tenure, he spearheaded several groundbreaking initiatives, including:

Transition to WGBA

Haijer’s move to WGBA represents a natural progression in his career. His extensive experience in advocacy, policy work, and consumer protection aligns perfectly with the Alliance’s mission. Interim Secretary General Pierre Tournier has taken over Haijer’s responsibilities at EGBA, ensuring continuity in the association’s ongoing projects.

The Importance of WGBA in the Global Gambling Landscape

Addressing the Black Market

The rise of illegal gambling operators poses significant risks to consumers, including fraud, lack of consumer protection, and unfair practices. WGBA’s focus on combating the black market is a critical step toward establishing a safer and more transparent industry.

Advocating for Regulation

As gambling markets continue to expand globally, the need for consistent and effective regulation becomes increasingly apparent. WGBA aims to bridge the gap between industry stakeholders and policymakers, fostering collaboration to create frameworks that prioritize sustainability and fairness.

Enhancing Consumer Protection

One of WGBA’s primary goals is to raise the bar for consumer protection. By promoting responsible gambling practices and ensuring adherence to high standards, the Alliance seeks to protect vulnerable individuals while fostering a trustworthy industry.

What’s Next for WGBA?

Official Launch and Key Initiatives

The Alliance plans to officially launch in Geneva later this year, accompanied by its inaugural flagship report. This report will provide insights into WGBA’s strategic priorities and outline actionable steps to achieve its objectives. Haijer expressed enthusiasm for the journey ahead, stating:
“Excited for what’s to come in the weeks ahead.”

Collaboration with Stakeholders

WGBA will actively engage with regulators, policymakers, and public health experts to shape the future of the gambling industry. By fostering dialogue and collaboration, the Alliance aims to create a balanced approach that benefits both consumers and society.

Conclusion

Maarten Haijer’s appointment as Director General of the World Gaming and Betting Alliance marks a significant milestone in the global gambling industry. With his proven track record at EGBA and a clear vision for WGBA, Haijer is well-positioned to lead the Alliance in its mission to combat the black market, advocate for sustainable policies, and enhance consumer protection. As the gambling landscape continues to evolve, WGBA’s efforts will play a crucial role in shaping a safer and more regulated industry.