bet365, Entain and Flutter Join New Global Gambling Industry Alliance in Switzerland

^{Maarten Haijer, CEO of the WGBA}

A new international organisation, the World Gaming and Betting Alliance (WGBA), has been established in Switzerland to represent the interests of licensed betting operators and casinos in discussions on gambling regulation worldwide. This was reported by Next.io.

Although the WGBA was only publicly announced in October, the organisation was established earlier in the summer. According to the Swiss commercial register, it was founded on July 9, 2026, and officially registered on July 30.

The alliance lists some of the world’s largest gambling companies among its members, including bet365, Entain, Flutter Entertainment and FDJ United.

The European Gaming and Betting Association (EGBA) is also listed as a member. However, the operators themselves have yet to issue separate public statements confirming their involvement.

The alliance plans to focus on several key areas:

• Working with governments and regulators;
• Protecting players;
• Improving transparency across the gambling industry;
• Combating illegal gambling operators;
• Producing research to help governments make informed decisions on gambling regulation.

Maarten Haijer has been appointed CEO of the alliance. He previously led the EGBA for more than 13 years before stepping down in September 2026. Earlier in his career, he also worked at the Dutch Ministry of Economic Affairs and the Netherlands’ Permanent Representation to the European Union.

According to Haijer, gambling regulations are changing rapidly around the world. He believes it is increasingly important to highlight the benefits of regulated gambling markets and ensure that gambling remains a legitimate form of entertainment for adults.

The WGBA’s official launch is scheduled for November 2026 in Geneva, where the organisation also plans to present its first major research report.