European Gaming and Betting Association (EGBA)

What European Gaming and Betting Association (EGBA) does

European Gaming and Betting Association (EGBA) is a Brussels-based, non-profit trade association incorporated under Belgian law (Rue Gray 50, 1040 Brussels) and registered in the EU Transparency Register since 2009 (registration 29508582413-52). Founded to represent leading online gambling operators established, licensed, and regulated within the EU, EGBA acts as the sector's collective voice in regulatory advocacy, standards-setting, and player-protection coordination. The association currently has nine full operator members — bet365, Betsson Group, Entain, Flutter, Kindred Group, 888 William Hill, Tipico (joined January 2026), and Super Technologies (joined the Board in July 2026) — alongside associate members including Aircash and Yaspa; collectively they hold 321 (2024) to 401 (2026) online gambling licenses across 21–22 European countries, serve 30+ million customers, and account for approximately 30% of Europe's regulated online gambling gross gaming revenue.

EGBA's product set is institutional rather than commercial. The association publishes industry codes and standards, including the Code of Conduct on Responsible Advertising for Online Gambling (April 2020), the Pledge on Responsible Influencer Marketing in Online Gambling (October 2025, developed with the European Advertising Standards Alliance), and the European Standard on Markers of Harm (EN 18144) published by CEN in May/June 2026. It operates the annual European Safer Gambling Week — a pan-European coalition initiative that grew to 221 partners across 24 countries in its 2025 edition — and runs the safergambling.eu portal providing country-specific helplines and self-exclusion resources. Other output includes the Annual Activity Report, Annual Sustainability Report (which documented €3.8 billion in member tax contributions and 100 million safer-gambling messages sent in 2024), licensing info maps, position papers, and policy documents distributed via egba.eu and social channels.

The business model is membership-funded: operators pay recurring dues to participate in standard-setting initiatives, regulatory advocacy, and industry coordination. The association is funded through these membership dues from leading online gambling operators; no public pricing information is disclosed. EGBA's leadership consists of a Secretary General (Maarten Haijer), a Director of Legal and Regulatory Affairs (Dr Ekaterina Hartmann), a Director of Communications (Barry Magee), and a Senior Manager of EU Affairs (Vasiliki Panousi), supported by a small Brussels-based team. The association engages with EU institutions, national regulators, standardisation bodies (notably CEN), and global sports-integrity partners including the International Betting Integrity Association, working with sports governing bodies such as FIFA and the IOC on match-fixing prevention.

Name

European Gaming and Betting Association (EGBA)

Legal name

European Gaming and Betting Association

Website

https://egba.eu

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

EGBA is a Brussels-based, non-profit trade association representing Europe's leading online gambling operators (bet365, Flutter, Entain, Kindred, Betsson, 888 William Hill, Tipico, Super Technologies and others) in EU regulatory advocacy, standards-setting and player protection, covering roughly 30% of European online GGR.

Ownership category

akta.pro rank

Product category

Online Gambling Industry Trade Association

NAICS

Professional Organizations (81392)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

KYC/Identity Verification & Age Verification Compliance Services (MPAEAOAF)

akta.pro secondary industry

iCasino Compliance, KYC/AML & Responsible Gaming Services (MPAEABAN)

Keywords

• Online gambling trade association
• Regulatory advocacy
• Safer gambling standards
• Responsible advertising
• Industry coordination

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: EGBA is funded through membership dues from leading online gambling operators. The association represents members including bet365, Betsson Group, Entain, Flutter, Kindred Group, 888 William Hill, Tipico (joined January 2026), and Super Technologies (joined Board July 2026). Associate members include Aircash and Yaspa.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

EGBA is a Brussels-based non-profit trade association that represents leading online gambling operators established, licensed, and regulated within the EU. Its core offering consists of industry-coordination services: regulatory advocacy with EU institutions and national authorities, development and maintenance of industry standards and codes (responsible advertising, anti-money laundering, markers of harm, influencer marketing), and pan-European safer gambling initiatives including the annual European Safer Gambling Week and the Safer Gambling EU digital platform. The association is funded by recurring membership dues from its operator members and delivers value through collective representation rather than commercial products.

Product overview

EGBA is a Brussels-based trade association representing leading online gambling operators in the EU, not a commercial product company. Its offering consists of industry coordination services including: annual European Safer Gambling Week initiative and the supporting Safer Gambling EU digital platform; industry standards and codes such as the Responsible Advertising Code, Influencer Marketing Pledge, and European Standard on Markers of Harm (EN 18144); data visualization tools like licensing info maps; and annual research publications including Activity and Sustainability Reports. These initiatives collectively promote a well-regulated, competitive, and safer online gambling market in Europe.

Differentiator

Problem solved

Functional benefit

Brands

• European Safer Gambling Week: Annual pan-European initiative organized by EGBA to raise awareness about safer gambling and reinforce player protection culture across Europe.
• safergambling.eu
• Code of Conduct on Responsible Advertising for Online Gambling
• Pledge on Responsible Influencer Marketing in Online Gambling

Products and services

• European Safer Gambling Week Annual pan-European initiative organised by EGBA to raise awareness about safer gambling and reinforce player protection culture across Europe's gambling sector; coordinates operators, regulators, lotteries, harm-prevention organisations, and football clubs.
• Safer Gambling EU Website Dedicated platform providing players with country-specific helplines and self-exclusion resources across Europe.
• Pledge on Responsible Influencer Marketing in Online Gambling Comprehensive pledge establishing standards for responsible influencer marketing across Europe's gambling sector, with focus on transparency, minor protection, and independent monitoring.
• Code of Conduct on Responsible Advertising for Online Gambling First pan-European code establishing long-term standards for gambling advertising content across all media platforms, with particular focus on minor protection.
• European Standard on Markers of Harm (EN 18144) European standard establishing nine core behavioral markers that operators can use to recognize risky gambling patterns before they escalate.
• Licensing Info Maps Overview of EGBA members' online gambling licenses, showing their 321+ licenses across European countries and regulatory compliance.
• Annual Activity Report Annual publication showcasing EGBA's key achievements, standard-setting progress, membership growth, and aggregated market data from member operators.
• Annual Sustainability Report Annual sustainability report detailing member contributions to European society including safer gambling initiatives, tax contributions (€3.8 billion in 2024), and social responsibility metrics.

Quantifiable outcome

• Members contributed €3.8 billion in taxes to European economies in 2024
• +4 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and major.

• Super TechnologiescoreChannel Partner/ Reseller/ Distributor · 16 July 2026Super Technologies joined EGBA's Board of Directors in July 2026, reflecting its commitment to high industry standards and a well-regulated online gambling market in Europe. Super joined EGBA in October 2024.
• European Committee for Standardisation (CEN)coreStrategic or Co-development Partner · 31 May 2026EGBA proposed the European standard on markers of harm (EN 18144) to CEN in 2022 and actively participated in its development alongside operators, national authorities, academics, and other harm prevention stakeholders. The standard was published in May 2026.
• European Advertising Standards Alliance (EASA)coreStrategic or Co-development Partner · 21 October 2025EGBA collaborated with EASA to develop the first comprehensive pledge establishing standards for responsible influencer marketing across Europe's gambling sector. EASA provides best practice recommendations for advertising standards and the DiscloseMe tool for influencer marketing transparency.
• National Gambling Associations (Belgium, Denmark, Netherlands, Norway, Portugal)majorStrategic or Co-development Partner · 28 April 2020Five national gambling associations (Belgium, Denmark, Netherlands, Norway, and Portugal) have endorsed EGBA's Code of Conduct on Responsible Advertising for Online Gambling, extending its reach and impact across national markets.
• International Betting Integrity Association (IBIA)coreStrategic or Co-development PartnerEGBA members actively protect sports integrity through participation in IBIA, which has established sophisticated monitoring systems and alert platforms working directly with major sports governing bodies including FIFA and the IOC to identify and prevent match-fixing.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• European Lotteries (EL): Pan-European association representing national lottery operators across Europe. Comparable to EGBA as a Brussels-based gambling-sector trade association engaging on EU regulation, responsible gaming standards, and player protection, though representing the state-monopoly lottery segment rather than private online operators.
• American Gaming Association (AGA): The US national trade association for the commercial gaming industry, representing casino and sports betting operators. Directly comparable to EGBA as a regional trade association advocating for gaming operators with national regulators, setting industry standards on responsible gambling, and conducting policy engagement on Capitol Hill and with federal agencies.
• International Betting Integrity Association (IBIA): Global not-for-profit body representing regulated sports betting operators on integrity issues including match-fixing, doping, and data integrity. Comparable to EGBA as a formal partner on sports integrity (EGBA members participate in IBIA's monitoring systems alongside FIFA and IOC) and a similarly sized industry-funded association.
• European Casino Association (ECA): Trade association representing Europe's licensed land-based casino industry, based in Brussels. Directly comparable to EGBA as a Brussels-based sector trade association engaging on EU regulation, responsible gambling, and anti-money-laundering standards, but with a land-based casino focus rather than EGBA's online gambling focus.
• Betting and Gaming Council (BGC): The UK industry's primary trade association representing licensed betting and gaming operators. Comparable to EGBA in function—advocating to UK and EU regulators, publishing codes of conduct on responsible gambling and advertising, and running safer gambling initiatives—though UK-specific in scope rather than pan-European.

Emerging players

• GamCare: UK-based leading charity providing information, advice, and support for gambling-related harm, often funded by industry levies. Comparable to EGBA's safer-gambling ecosystem work, particularly in player helplines and self-exclusion resources delivered via safergambling.eu, though operating as an independent harm-prevention charity rather than as an operator trade body.
• Responsible Gambling Council (RGC): Canadian non-profit focused on preventing problem gambling through research, public education, and responsible gambling standards. Comparable to EGBA's safer-gambling functions (e.g., European Safer Gambling Week, EN 18144 markers-of-harm standard), though RGC is jurisdiction-specific and operates as an independent harm-prevention body rather than an operator trade association.

Broad incumbents

• World Lottery Association (WLA): Global trade association for state-licensed lotteries, sports betting operators, and suppliers. Comparable to EGBA in representing regulated gambling operators on policy and responsible gaming, though broader in scope (global versus EU) and focused on lotteries rather than the online casino and sports betting operators EGBA represents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/EUgambling
• YouTubeyoutube.com/channel/UCmF5TYQTMCzfdF7J3WnpV5A
• LinkedInlinkedin.com/company/european-gaming-and-betting-association

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about European Gaming and Betting Association (EGBA)