WGBA: Maarten Haijer takes the helm
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14 Oct 2026 •
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The World Gaming and Betting Alliance (WGBA), a new international organisation dedicated to gambling and betting, has appointed Maarten Haijer as chief executive officer. The former EGBA executive will be tasked with promoting effective regulation of the sector worldwide.
A gambling market facing a growing threat
The creation of the WGBA comes amid mounting concerns about the scale of unregulated gambling, particularly in Europe.
According to a study published by the Campaign for Fairer Gambling, unregulated operators are estimated to have generated €91.6 billion in gross gaming revenue across the 27 European Union member states in 2025, compared with €36.5 billion for regulated operators.
These estimates suggest that unregulated activity could account for nearly 72% of a European online gambling market valued at €128 billion.
Maarten Haijer, an experienced leader for the WGBA
To support its international ambitions, the WGBA has chosen Maarten Haijer, an experienced figure in relations between the gambling industry and European institutions.
Before his appointment, he worked at Algonquin Consulting. He had previously served for thirteen and a half years as secretary general of the EGBA, a position he left in September 2026. During his tenure, the association strengthened its relationships with European Union institutions and national gambling regulators.
The EGBA credits him in particular with playing an important role in promoting “safe, well-regulated and competitive markets open to multiple licensed operators”. Maarten Haijer also contributed to the creation of the European Safer Gambling Week, an annual initiative organised by the association.
His career also includes several roles at the Dutch Ministry of Economic Affairs and at the Permanent Representation of the Netherlands to the European Union.
This institutional experience is a key factor behind his appointment to lead the new organisation.
An international alliance preparing for its launch in Geneva
The WGBA is due to be officially launched in Geneva before the end of 2026. Its launch is expected to coincide with the publication of its first benchmark report.
Based in the Swiss city, the non-profit organisation plans to have a structure consisting of a general assembly, a board of directors and a secretariat. Its founding members are expected to include several major industry players, including the EGBA, Flutter Entertainment, FDJ United, Bet365 and Entain.
The WGBA aims in particular to encourage dialogue with policymakers and strengthen the data available to inform public decision-making on gambling. In doing so, the organisation hopes to contribute to regulatory discussions beyond the European market alone.