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Rules and licensingMaarten Haijer appointed director general of the World Gaming and Betting Alliance
The former head of the European Gaming and Betting Association will lead a new global group focused on regulation and safety.
Written by the BettingEdgeHub desk, 13 October 2026
Maarten Haijer has moved to the newly formed World Gaming and Betting Alliance. This organization is based in Geneva and plans to start its operations fully later this year. The group will release an initial report when it launches.
A new global focus
The alliance aims to bring the betting industry together to support better regulation. It wants to promote high standards for consumer safety and transparency across the world. The group plans to share data and evidence to help policymakers make informed decisions.
Tackling illegal operators
One major goal for the alliance is to address the issue of unregulated gambling. Recent data suggests that illegal operators generate a significant portion of total gambling revenue in Europe. This poses a challenge for both regulators and the legal betting market.
Experience in the sector
Haijer previously spent over ten years leading the European Gaming and Betting Association. During his time there, he worked to open markets to regulated competition. He also helped start the annual European Safer Gambling Week.
Engagement with regulators
The alliance will work closely with public health officials and government leaders. By providing a shared knowledge base, they hope to create a safer environment for people who gamble. This effort aims to ensure that betting remains a lawful and controlled activity.
Better regulation and the curbing of illegal sites could lead to a more stable and secure environment for all bettors.