The move comes as NOGA works to unite industry figures "under one flag” and to represent the industry's collective interests as a whole.
The organisation has laid out some of its primary objectives, with two major goals being guarantees of consumer protection and the advocation of responsible gambling. NOGA hopes to achieve these through forging new partnerships and alliances with other key industry figures.
NOGA Director Peter-Paul de Goeij says the partnership has given NOGA a major boost, and that “EM Group also endorses NOGA's core values and objectives, and helps to achieve and defend them.”
He went on to describe how EM Group’s 15 years of international experience “is a great added value for us, and it also offers a wealth of additional expertise and experience that can only benefit the members of NOGA and the wider industry.”
EM Group MD Kees-Jan Avis said: “From EM Group we are very pleased to be part of the NOGA family.”
In describing NOGA and EM Group’s common goals, he said: “Think, for example, of the objectives and core values with regard to the integrity and social responsibility of the sector.
"NOGA also endorses this and that is why we enter into the collaboration with great conviction and confidence. Our goal is to make a joint contribution to the online gambling market in the Netherlands and beyond.”
NOGA has worked to form partnerships with other gambling companies; BetCity joined the association in April 2022 and Bayton joined in January 2022.
