Major betting brands form new global gaming alliance

Four giant betting operators and a European association have united to create the World Gaming and Betting Alliance.

Written by the BettingEdgeHub desk, 19 October 2026

Four major betting companies have joined forces in Switzerland to launch a brand new organization. Bet365, Entain, FDJ United, and Flutter are part of this new group.

New leadership takes charge

The newly formed group will be led by Maarten Haijer. He previously worked as the Secretary General for the European Gaming and Betting Association.

Fighting the black market

The alliance plans to push governments for stricter rules against illegal gambling sites. Licensed bookmakers want authorities to target unlicensed operators instead of placing heavy restrictions on legal brands.

Protecting regular players

Another main goal of the group is to keep gambling safe for consumers. The organization wants to make sure betting stays a secure leisure activity.

Official launch coming soon

The group will officially launch in Geneva later this year. They also plan to release their first major report at that time.

The wagering requirement for any future promotions from these operators was not stated in the announcement.

What it means for a bet

This new alliance aims to push for fairer regulations and crack down on illegal betting sites.

Carry on from here

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