European Gambling CEOs Urge Smarter Regulation

In an unprecedented show of unity, the chief executives of some of Europe’s most prominent gambling operators have issued a collective call for what they describe as “smarter, more balanced” regulation of the continent’s gaming industry. The aim, they say, is not only to bolster the legal gambling ecosystem but also to curb the growing influence of unregulated, offshore operators that continue to flourish across the European market.

This appeal was delivered through a joint letter under the auspices of the European Gaming and Betting Association (EGBA), the trade body that represents the continent’s leading online gambling operators. The signatories include CEOs from high-profile entities such as bet365, Betsson Group, Entain, evoke, FDJ United, Flutter Entertainment, LeoVegas Group, and Superbet.

The executives warn that the future of Europe’s regulated gambling sector hangs in the balance if immediate, coordinated action is not taken to address the structural weaknesses that currently enable black market operators—many of whom are domiciled outside Europe and thus beyond the scope of EU law—to gain a substantial market foothold.

The growing threat of unregulated gambling

According to the CEOs, the current regulatory fragmentation across the European Union creates an environment in which illegal operators can flourish, exploiting gaps in enforcement and offering services that circumvent consumer protection mechanisms. These operators typically avoid paying local taxes, are not subject to advertising restrictions, and often do not comply with responsible gambling standards.

“Europe has a clear choice,” the CEOs write. “Either let regulated markets continue to lose ground to unregulated operators who undermine consumer protection and offer nothing positive to our society, or work together to protect players and support responsible operators who invest billions every year in Europe’s future.”

The black market issue is particularly acute in countries where domestic regulations are either overly restrictive or inconsistently enforced, leading some consumers to seek out more lenient offshore alternatives. This migration not only compromises consumer safety but also deprives national governments of substantial tax revenues.

Advocating for evidence-based, behaviorally informed regulation

The CEOs stress the importance of regulatory policies that are “evidence-based and behaviourally informed,” arguing that regulations should be designed in a way that reflects actual player behavior and preferences. They caution against arbitrary or overly moralistic regulatory measures that inadvertently push players toward unregulated alternatives.

In their view, sustainable regulation must achieve a dual objective: enabling licensed operators to offer competitive and attractive products, while simultaneously ensuring that consumers are shielded from harmful gambling practices. This can only be accomplished, they contend, through robust enforcement against illegal providers and a renewed emphasis on harmonised standards for licensing and oversight.

Calls for increased enforcement and industry responsibility

Another core component of the letter is a request for stricter enforcement mechanisms targeting non-EU operators that continue to offer services to European consumers without proper licensing. The CEOs advocate for increased cross-border cooperation between regulators, and for governments to prioritise the removal of illegal sites through technological and legal means.

At the same time, they acknowledge the gambling industry’s own responsibilities. “Our companies have shown that commercial success and social responsibility go hand in hand,” the letter states. “We’ll continue to invest in messaging, training, research, and innovative tools that improve player protection and raise industry standards.”

This includes commitments to support research into gambling harm, fund responsible gambling programs, and implement state-of-the-art player monitoring systems designed to identify risky behavior early.

Signatories reflect broad market presence

The weight of the letter is amplified by the stature of its signatories, who collectively represent a substantial share of Europe’s licensed online gambling market. Among the signatories are:

• John Coates, Joint Group CEO, bet365
• Jesper Svensson, CEO of Betsson Operations
• Stella David, CEO of Entain
• Nils Andén, CEO of FDJ United
• Peter Jackson, CEO of Flutter Entertainment
• Mattias Wedar, CEO of LeoVegas
• Per Widerström, CEO of evoke
• Jimmy Maymann, CEO of Superbet Group

These executives represent companies that not only operate under strict national licenses but also invest heavily in compliance infrastructure, staff training, and social responsibility initiatives. Their collective appeal is therefore framed as an effort to safeguard the legitimacy and future viability of the regulated sector.

The EGBA’s role and influence

The European Gaming and Betting Association (EGBA) has consistently supported the development of harmonised regulations and stronger consumer safeguards within the online gambling sector. The organisation supports initiatives that promote industry accountability, responsible advertising, and uniform standards for player safety.

Through ongoing dialogue with EU institutions and national regulators, EGBA seeks to shape policies that reflect the realities of the digital gambling landscape. This includes encouraging best practices in areas such as anti-money laundering (AML), age verification, and data protection.

The current letter from member CEOs marks an escalation in these advocacy efforts and signals a willingness on the part of industry leaders to engage more directly with policymakers at both the national and EU levels.

Balancing market freedom with consumer safeguards

One of the persistent tensions in the European gambling debate is how to reconcile open market principles with the need to protect vulnerable consumers. While some EU member states have adopted liberal licensing regimes, others have imposed strict state monopolies or heavily restricted private operator involvement.

The CEOs argue that extreme regulation can backfire, pushing consumers toward the very offshore providers that national laws are designed to deter. By contrast, well-regulated markets with competitive licensing systems tend to have higher “channelisation rates”—the percentage of gambling activity that occurs through legal operators.

“Europe is well positioned to lead the world in sustainable gambling,” the letter reads. “But only if policymakers adopt a cooperative and pragmatic approach.”

Political implications and next steps

The letter comes at a time of increasing political focus on gambling in several EU countries. Ongoing debates in Germany, the Netherlands, and Spain—among others—highlight the difficulty of balancing public health concerns with economic and legal realities.

National authorities often find themselves under pressure from advocacy groups, healthcare professionals, and political factions to enact tighter controls on gambling, including restrictions on advertising, stake limits, and sponsorship bans. While such measures may be well-intentioned, they risk driving a wedge between regulation and actual consumer behavior.

The CEOs’ letter encourages a re-framing of the debate: instead of viewing gambling solely through the lens of risk, they propose a model in which licensed operators can serve as allies in harm prevention. This model depends on mutual trust between regulators and the industry and hinges on transparent reporting, open data sharing, and third-party oversight.

Conclusion

The gambling sector in Europe stands at a crossroads. With consumer habits increasingly shifting online and cross-border digital services challenging national laws, regulators face a complex and evolving landscape. The coordinated appeal from eight of the continent’s leading gambling executives underscores the urgency of the moment.

Whether EU institutions and member state regulators will heed the call for smarter, more balanced regulation remains to be seen. But the message from industry leaders is unequivocal: a failure to act may jeopardise not only legitimate business but also the integrity of consumer protection frameworks across Europe.

FAQs

What is the EGBA?
The European Gaming and Betting Association (EGBA) is a Brussels-based trade association representing Europe's leading online gambling operators and promoting sustainable gambling policy.

Why are gambling CEOs calling for regulatory change?
They believe the current system allows black market operators to thrive, undermining both consumer safety and licensed operators that follow the rules.

What is meant by “channelisation” in gambling regulation?
Channelisation refers to the percentage of gambling activity that takes place with licensed and regulated operators as opposed to unlicensed or illegal providers.

Who signed the letter calling for regulatory reform?
CEOs from bet365, Betsson Group, Entain, evoke, FDJ United, Flutter Entertainment, LeoVegas, and Superbet.

Why is there concern about offshore gambling operators?
Offshore operators are often not subject to European laws, evade taxes, and do not implement proper consumer protection measures, making them a risk to both markets and players.

What type of regulation are the CEOs advocating?
They call for “evidence-based and behaviorally informed” regulation that protects consumers without being so strict that it pushes users to the black market.

How can regulators combat illegal gambling?
Through better cross-border cooperation, stronger enforcement actions, and prioritising the removal of illegal sites from the European digital ecosystem.

What role does the gambling industry play in harm prevention?
Licensed operators invest in responsible gambling tools, fund addiction research, and employ technology to monitor and mitigate risky behavior.

Is there political momentum for reform in Europe?
Several EU countries are reviewing their gambling laws, but approaches vary widely, which is part of the problem the CEOs aim to address.

What’s at stake if reforms are not implemented?
The continued rise of the black market, erosion of consumer protections, loss of tax revenue, and weakening of the regulated gambling sector in Europe.