This is based on the plans provided by France’s 16 permitted internet operators and two operators with explosive rights (FDJ and PMU).
L’Autorité Nationale des Jeux (ANJ), France’s national gambling regulator, evaluated online operators’ marketing tactics for 2025 and identified certain tendencies.
According to the authority, promotional and marketing spending will rise across the board as bookmakers battle for customers’ attention.
Operators to Increase Their Promotional Spending
Despite the dearth of significant athletic events on the horizon, the ANJ announced an 11% increase in promotional spending among French gaming companies.
While the UEFA European Championship and the Olympics were held in 2024, and no similar contests are scheduled for 2025, firms intend to increase their promotional spending to EUR 695 million.
Meanwhile, operators intend to boost their marketing spending by 12%, with digital media projected to remain the dominant channel for advertising their offerings.
Approximately 45% of the marketing money will be spent on digital ads, with the remaining 32% allocated to traditional media marketing.
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Financial awards, on the other hand, will climb by 11%, accounting for around 58.5% of the total expenditure.
Meanwhile, operators intend to increase sponsorships by 23%.
ANJ outlined a number of conditions.
The aforementioned numbers are based on plans submitted by France’s 16 permitted internet providers and two operators with explosive rights (FDJ and PMU). The ANJ examined their promotional strategies for 2025 and authorized them if the following conditions were met.
The four major web operators must lower their promotional expenses and report the reductions to the ANJ by February 17.
Operators must exercise caution when it comes to sports collaborations in order to avoid negatively impacting problem players or minor fans.
Operators must not encourage problem gaming in any way and must prevent riskier players from overspending.
Meanwhile, the ANJ stated that previous recommendations, such as moderation of promotional strategies, stabilization of digital media use, foregoing deals with influencers who may appeal to younger audiences, and greater restraint in bonus distribution, had been implemented.
L’Autorité Nationale des Jeux Announces New Appointments
Meanwhile, the ANJ announced three new hires to its team. These included the appointment of Pauline Hot as deputy director general and the admission of Justine Atlan and Olivia Pett to its college.
Hot was identified as a former Ecole Normale Supérieure and Ecole Nationale d’Administration student who worked as an auditor and petitions master for the Council of State for four years.
Pett and Atlan, on the other hand, will succeed Chantal Rubin and Charles Dudognon, whose tenure expired.
In other news, Michel Barnier was recently removed in a December no-confidence vote, putting the future of French iGaming in jeopardy. While Bernier advocated for tax increases that could have harmed the gaming industry as a whole, his resignation would stall continuing efforts to legalize internet casinos.
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