Khalid Ali, IBIA: “Mission 2030 is about anticipating change, not reacting to it”
In the following interview, Khalid Ali, CEO of the International Betting Integrity Association, talks about IBIA’s Mission 2030 and the association’s recent rebrand.
Exclusive interview.- The International Betting Integrity Association (IBIA) has announced the launch of Mission 2030, a new five-year strategy intended to strengthen its role in setting global standards for sports betting integrity. The body has also unveiled a refreshed brand identity, designed to reflect its growing international reach.
To know more about IBIA’s refreshed identity and the Mission 2030 roadmap, Focus Gaming News spoke with Khalid Ali, CEO of IBIA.
For those less familiar, what is IBIA and what role does it play in safeguarding sports betting integrity?
IBIA is the leading global voice of the regulated betting industry in the fight against match-fixing. We have over 90 regulated operators and 200 brands generating more than $300 billion in sports betting turnover each year. This means through our Global Monitoring & Alert Platform (Global MAP), we can analyse betting transactions across six continents, detecting and reporting suspicious betting activity to sports bodies and regulators worldwide.
“Operator intelligence—account-level data from regulated operators—is what makes our monitoring system unique and effective.”
Khalid Ali, CEO of IBIA.
Why launch Mission 2030 now?
The global sports betting landscape is evolving faster than ever. Internationalisation, digitalisation, and new technologies such as cryptocurrency and AI are reshaping the industry, while esports, women’s sport, and new sporting powers are redefining global competition.
In this rapidly changing environment, safeguarding betting integrity has never been more important or more complex. As we mark our 20th anniversary, it is an opportune moment to reflect, adapt, and plan for the decade ahead.
Mission 2030 is about anticipating change—not reacting to it.
What exactly is Mission 2030, and what does it aim to achieve?
Mission 2030 is our five-year strategic roadmap to strengthen its global role and impact.
It sets a clear ambition:
- To establish IBIA as the global standard for sports betting integrity.
- To reaffirm our mission of safeguarding sports, athletes, operators, and consumers from match-fixing and betting-related fraud.
- To realise our vision of an environment where the highest integrity standards apply across all regulated markets.
What are the key strategic objectives of Mission 2030?
- Enhanced Monitoring: Operator intelligence remains at the heart of our integrity model. The Global MAP, now covering over $300bn in transactions annually, has been upgraded to strengthen detection and reporting capabilities. These improvements enhance cooperation with regulators, sports bodies, and law enforcement.
- Deeper Collaboration: No single stakeholder can combat integrity risks alone. We aim to expand collaboration with regulators, sports governing bodies, operators, athletes, and law enforcement, building collective resilience across the ecosystem.
- Smarter Prevention: We use our unparalleled access to industry data to provide policy insight and evidence-based recommendations to governments and regulators. Athlete education remains central for us; empowering players and officials to recognise and resist manipulation.
“Education, intelligence and cooperation form the three pillars of sustainable sports integrity.”
Khalid Ali, CEO of IBIA
How does Mission 2030 make IBIA more dynamic and future-ready?
Mission 2030 is designed as a living roadmap, not a static plan. It sets a clear direction while remaining flexible and responsive to change.
We will adopt a proactive approach, addressing emerging issues such as new market openings and technological innovations before they escalate. Implementation will be collaborative, with tactical initiatives developed alongside partners to ensure shared ownership and lasting impact.
How does the new brand reflect this new phase for IBIA?
To mark this new era, we have unveiled a refreshed brand identity and a bold new strapline: “Safeguarding Sports Betting.”
The redesign represents more than a visual update, it signals our expanding global reach and its commitment to collaboration as the foundation of integrity.
The new logo, formed of six interwoven segments, symbolises the interconnected pillars of the sports betting ecosystem: operators, sports governing bodies, athletes, regulators, law enforcement, and institutions.
“Our brand mirrors our belief that integrity depends on interconnectedness—no one can do this alone.”
Khalid Ali, CEO of IBIA.
What does Mission 2030 ultimately represent for IBIA and the industry?
Mission 2030 is both a statement of ambition and a blueprint for preparedness. It’s about ensuring IBIA, and the wider eco-system , are ready for what comes next.
By combining:
- Enhanced operator intelligence,
- Stronger cross-sector collaboration,
- Proactive prevention and education, and
- A modern, transparent brand,
We are equipping ourselves and our partners to safeguard the future of sports betting integrity.
“The future of sports integrity will be shaped by those who anticipate change, innovate, and work together.”
Khalid Ali, CEO of IBIA.
