Bet365 has officially launched its sportsbook in France, entering one of Europe’s most tightly regulated betting markets ahead of the 2026 FIFA World Cup. The British operator went live on 27 May 2026 via bet365.fr, backed by a sports betting licence granted by the Autorité Nationale des Jeux.
The Autorité Nationale des Jeux (ANJ) issued the approval through Decision No. 2026-114 on 16 April 2026, with the decision published on the regulator’s website on 22 April.
The licence was granted to Hillside (New Media Malta) PLC, bet365’s subsidiary, under licence number 0067-PS-2026-04-16-AGR-00. It is valid for five years, renewable, and non-transferable, and authorises sports betting exclusively via the bet365.fr domain.
The launch comes after bet365 filed its ANJ application on 5 January 2026. The timing positions the operator to capture volume from the World Cup, which begins on 11 June. France is a mature, segmented market where online casino gaming remains unregulated and incumbents including Betclic, Winamax, and Unibet hold entrenched positions.
Product and features
The bet365 France product launches with iOS and Android apps. Available features include a bet builder, Bet Tracker, Match Live, and the operator’s Sub On Play On functionality, which keeps bet slips active if a named player is substituted during a match. Cash-out is also available from day one.
Bet365 has indicated it intends to add online poker and horse race betting to its French offer in due course. No confirmed dates or regulatory decisions for those verticals have been published at the time of writing.
The France entry follows bet365’s recent expansion in the United States, where the operator launched in Michigan and Kansas. The company is led by Denise Coates, whose family featured in the 2026 Sunday Times Rich List with a fortune of £9.73bn.
Alex Sefton, global chief marketing officer at bet365, said:
“Bet365’s expansion strategy has always been built around combining the scale, technology, innovation and expertise of a global brand with the understanding and appreciation of local customs and culture. Our arrival in France will be no different. We’re thrilled to create a product and experience tailored specifically for French players, within a framework fully compliant with the requirements of the French National Gaming Authority.”
Responsible gambling
Bet365 has integrated player protection tools into the French launch, including self-exclusion, gambling controls, and voluntary gambling bans.
The operator has entered into partnerships with Joueurs Info Service, the national remote assistance service for problem gambling, and Evalujeu, the ANJ’s programme for prevention of excessive gambling.
A further collaboration with the Association de Recherche et de Prévention des Excès du Jeu (ARPEJ) is intended to provide targeted support to players showing signs of problematic behaviour.
The responsible gambling framework reflects the ANJ’s strict operating environment. The regulator’s own data, published earlier this month, found that more than 600,000 online players in France, around 8.7% of the online player population, are classified as excessive gamblers.
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Market outlook
Bet365 is the first major international operator to enter the French market in over a decade. Its arrival is expected to intensify competition and marketing spend among incumbents, particularly during the World Cup window. The ANJ has already indicated it will monitor advertising practices closely throughout the tournament.
For operators already active in France, the launch adds a well-capitalised global brand with deep product capability. Bet365’s phased approach, launching the sportsbook first before adding further verticals, shows the ANJ’s segmented licensing structure and the certification obligations attached to each product category.
