Bet365 is preparing to make its debut in France’s highly regulated online sports betting industry, having secured approval from the Autorité Nationale des Jeux through its subsidiary Hillside (New Media Malta). This development signifies a strategic move for the international operator, positioning it to enter the French market ahead of a crucial commercial window associated with the FIFA World Cup 2025. Bet365 Market France.
The granting of a license to Bet365 marks a pivotal milestone in its ongoing European expansion efforts. The company’s application was submitted in January via Hillside (New Media Malta), and the recent approval effectively removes barriers for a market launch. The timing of this authorization is particularly strategic, as it enables Bet365 to establish a foothold in France prior to the FIFA World Cup 2025, a period anticipated to be one of the most lucrative for online betting operators in the country.
This move introduces Bet365 into a relatively mature market that has seen limited influxes of new international players in recent years. Currently, the French online betting landscape is dominated by established brands such as Betclic, Winamax, FDJ United through Unibet, and PMU. The arrival of Bet365 thus holds significance not only from a regulatory standpoint but also in terms of competitive dynamics. Entering this well-established sector will likely necessitate significant investment in customer acquisition and a well-defined long-term strategic approach.
France remains a jurisdiction characterized by stringent regulation of gambling activities, with online casino gaming still outside the scope of regulation. Meanwhile, incumbent operators are grappling with the implications of a recent increase in gambling taxes, set to take effect from July 2025. In this environment, Bet365’s considerable scale could afford it the flexibility to absorb initial losses and focus on gaining market share, akin to its strategies in other markets such as Australia and the United States.
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Furthermore, Bet365’s entry into France is bolstered by its strong international brand presence, partly reinforced by its ongoing sponsorship of the UEFA Champions League, which extends until 2027. The approval permits the company to advertise directly under the Bet365 brand during Champions League matches hosted in French stadiums, replacing its previous “Follow Scores” branding. This move could intensify marketing efforts within the sector, although the Autorité Nationale des Jeux (ANJ) has already issued warnings against excessive advertising, particularly during the World Cup.
Financially, Bet365 reported revenue of £4 billion for the fiscal year ending March 2025. Its sports betting segment experienced a 5 percent increase, while online casino revenue grew by 25 percent. However, profits declined by 41 percent to £349 million, primarily due to costs associated with expansion initiatives. Bet365 Market France.
