Bet365获得法国牌照，将在世界杯期间首次亮相

Jake Pollard reports that the UK giant’s entry is poised to enhance marketing efforts and intensify competition within the established French market, precisely ahead of the World Cup.

Bet365 is anticipated to make its debut in France imminently, having secured licensing for online sports betting operations in the country. This decision was reached following a scheduled meeting of the Autorité Nationale des Jeux (ANJ) last Thursday and was officially announced yesterday morning.

The impending arrival of Bet365 in France was first exclusively reported by SBC-Gaming&Co last October. The UK-based major operator submitted its license application through its subsidiary, Hillside (New Media Malta) Plc, in January.

This development signifies that Bet365 will be able to promote its offerings to French consumers in the lead-up to the World Cup, which had been set as a firm launch deadline for 2026. Its entry represents a significant shift for the French online sports betting (OSB) industry, as it marks the first time in many years that a new operator with the financial capacity and brand recognition to challenge current market leaders Betlclic, Winamax, and Unibet has entered the arena.

Furthermore, with PMU introducing its new PMU Play app, which prominently features cross-selling opportunities for racing bettors into OSB, competition within this crucial sector is expected to escalate. Although OSB is not PMU’s primary business, the group indicated to G&Co that it aims for online poker and sports betting to become central components of its mobile and online strategies.

Previously, Bet365 had opted against entering the French market. However, as the company has expanded its presence across Europe, Australia, and more recently, the United States, France has progressively become a key target market. As SBC-G&Co noted in October, the group’s “financial firepower also gives it time, a precious commodity, to promote its products and cope with losses, especially in the early years of activity. It did this when it started out in Australia and more recently in the US, where it is now active in 14 states.”

France Refreshes Euro Ambitions

On a corporate level, a launch in France would further bolster Bet365’s growth trajectory and expand its reach into another prominent regulated market, potentially paving the way for a future sale.

Bet365 reported a 9% year-on-year increase in revenues, reaching £4 billion in the 12 months ending March 31, 2025. This growth was primarily driven by a 5% rise in sports betting and a substantial 25% increase in online casino revenue. However, pre-tax profits saw a decline of 41% to £349 million in 2024/25, and operating profits fell by 40% to £218 million. This decrease is attributed to rising costs, which increased from £687 million to £896.5 million, largely due to the expenses associated with entering new, locally regulated markets.

Its entry is projected to drive up the cost of media advertising space, and with affiliates poised to launch promotional campaigns, a surge in marketing activity is anticipated in the coming weeks. As one of the world’s leading betting brands, the group’s brand recognition has consistently been strong among French bettors, even without its presence in the market. Additionally, its global sponsorship of the UEFA Champions League, which extends until 2027, will allow Bet365 to promote its brand name in French stadiums during UCL matches, where it has previously advertised its Follow Scores brand.

France represents a mature, well-established, and heavily taxed market, with OSB serving as the primary growth driver in the absence of regulated online casino offerings. Following the announcement of its planned launch, industry executives informed SBC-G&Co that they were not “over the moon” about the arrival of such a significant brand, but acknowledged that robust competition ultimately benefits their operations by encouraging the development of superior products and content.

Natives Ready to Battle

At the time, Nicolas Béraud, founder and president of Betclic (Banijay Group), commented to Les Echos that Bet365 possessed the strength to influence all operators due to its “powerful brand.” However, he noted that its “historic English model, with fairly technical bets on which sophisticated players wager large sums of money” differed from Betclic’s approach, which he believes is “better suited to the French market.”

Furthermore, one of Bet365’s strengths lies in offering a wide variety of bet types. However, this will be constrained by France’s strictly “regulated and limited offer,” which will restrict its ability to differentiate, according to the Betclic chief. He also pointed out that the country’s 85% return-to-player (RTP) ratio means Bet365 will be unable to implement its typical ‘best price’-low margin model. Béraud concluded that if the UK group invests “millions of euros in marketing campaigns – and they have the means to do so – there will obviously be an impact on legal French operators.”