Founded in 2005, with offices in Germany and Switzerlan, GAMB aims to give power to online merchants by providing e-commerce software. The Gambio team introduced GAMB - the Global Alliance of Merchants on the Blockchain with the vision of becoming the decentralized marketplace of the future, governed by smart contracts, and with no decision making entity other than the stakeholders. According to their whitepaper, "token holders will define rules and regulations and program them into smart contracts" in efforts to increase transparency, trust, and sustainability.