Maarten Haijer to Lead New World Gaming and Betting Alliance (WGBA)

The global gambling industry is witnessing a strategic consolidation of its representative bodies. The launch of the World Gaming and Betting Alliance (WGBA) marks the creation of a new international force dedicated to establishing high standards of consumer protection and transparency worldwide. Leading the charge is Maarten Haijer, a seasoned professional who served as the Secretary General of the European Gaming and Betting Association (EGBA) for over 13 years, bringing unparalleled experience in navigating the intersection of operator interests and regulatory requirements.

This new alliance is designed to function as a central hub for intelligence, analysis, and evidence regarding safe and sustainable gambling practices. As many jurisdictions across the globe revisit their legislative frameworks, the WGBA aims to provide a credible, data-driven voice in public debates. Beyond promoting the benefits of regulated markets, the organization is explicitly committed to highlighting the systemic risks posed by illegal, offshore gambling operators. The formal introduction of the body is set for November in Geneva, Switzerland, where the release of a comprehensive flagship report will mark its inaugural activity.

Numbers and facts

The WGBA launches with the robust backing of some of the sector's most significant players. Its roster of inaugural members includes bet365, Entain, Flutter Entertainment, and FDJ United. The European association EGBA is also listed as a member, indicating a strong link between regional European expertise and global strategic goals. Maarten Haijer’s career path provides a solid foundation for this role. Prior to his 13-year tenure at the EGBA, he held positions within the Dutch Ministry of Economic Affairs and the Netherlands’ Permanent Representation to the European Union.

Following Haijer’s departure from the EGBA just weeks ago, the European body appointed Pierre Tournier as its interim Secretary General effective September 1, 2026. Tournier, a 15-year industry veteran, previously held senior roles at the Betting and Gaming Council (BGC) and the Remote Gambling Association (RGA). This shifting of leadership across major trade bodies underscores a period of dynamic transformation as the industry seeks to address global regulatory challenges with renewed expertise.

"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." - Maarten Haijer, Director General of the WGBA

Background

The necessity for a global entity like the WGBA stems from the increasing complexity of national gambling markets. While Europe has a long-standing history of strict oversight, other regions like Latin America and North America are constantly evolving their regulatory windows. The WGBA intends to act as a global mediator, ensuring that political decisions are informed by empirical data rather than mere assumptions. Haijer noted on LinkedIn that the global regulatory landscape is evolving rapidly, making the case for well-regulated markets more critical than ever for both consumers and society.

A primary focus for the alliance will be engaging with public health stakeholders and policymakers. The goal is to demonstrate that a licensed, transparent sector is the most effective way to guarantee player safety while securing tax revenues for the state. This initiative comes amid the backdrop of a growing global black market, which has become increasingly difficult to monitor due to technological advancements. The WGBA plans to leverage transparency and the sharing of best-practice models across different continents to combat this trend.

Why it matters for German players

For players in Germany, the creation of the WGBA does not change daily gameplay immediately, but it significantly strengthens the framework of the legal market. Germany’s State Treaty on Gambling 2021 (GlüStV 2021) is already one of the most rigorous regulatory systems in the world. The collaboration of giants like bet365 and Entain within the WGBA means that high safety standards familiar to German users, such as the 1,000 Euro monthly deposit limit or the 1 Euro stake limit on slots, could serve as a global benchmark.

The WGBA is likely to advocate for systems like LUGAS (the cross-state gambling supervision system) and the OASIS ban file to be discussed on an international level. German customers benefit when their providers operate under the same high ethical standards globally as those required by the GGL (Joint Gambling Authority of the States). A more robust international lobby against the black market also helps to push unlicensed operators further away from German consumers, ensuring a safer overall environment.

What it means for GGL-licensed casinos

Casinos holding a German license from the GGL view the WGBA as a potential ally. With members like bet365 and Flutter already on the German whitelist, the discussion surrounding regulatory hurdles in Germany is now being elevated to a global stage. This could eventually lead to the GGL utilizing international data sets curated by the WGBA when drafting new guidelines. For licensed operators, this means greater legal certainty and a stronger voice against unfair competition from MGA or Curacao-licensed casinos that often ignore strict German consumer protection rules.