Betting Promo Activity Set To Rise In France
The regulator for the gambling industry in France is expecting promotional activity in 2025 to be up despite the sporting calendar.
Key Facts:
- Promotional investments could rise by more than 10%
- Total amount spent could be reaching around €695m this year
- Online player accounts rose during the Euros and Olympic Games
- But 2025 lacks the same blue chip sporting events on the calendar
The National Gaming Authority (ANJ) expects that promotional activity will be up by more than 10% this year.
ANJ data suggested that the amount being spent by betting sites in promos could reach as high as €695 million, a rise of 11% on the figures for 2024.
This is despite the fact that 2025’s sporting calendar lacks the major events of the previous 12 months, when football teams from across Europe competed in Euro 2024.
Last year was also when France hosted the Olympic Games, with ANJ saying there was a 13% rise in online accounts in 2024.
Call For Moderation
Sports sponsorships by betting companies continues to be a controversial topic around the world, with the Premier League in England having confirmed an upcoming ban.
The ANJ said there should be moderation for sports sponsorships from the betting industry, although it expects a rise of 23% in these over the course of the coming year.
It also said that the four largest online operators need to cut their promotional budgets.
The quartet, which makes up 85% of promotional investments, will have to present their revised plans by February 17.
Digital media is still the main way that betting companies are targeting for promotional investments according to the ANJ release.
This makes up nearly half (45%) of investments, with traditional media in second spot at just under a third (32%).
ANJ Changes
ANJ has also confirmed some changes for its top team for 2025 in its latest update.
The regulator has appointed Pauline Hot as its new deputy director general.
Hot, a former student of the Ecole Normale Supérieure, previously served as rapporteur to the 6th chamber of the litigation section as well as to the administration section.
ANJ has also added a pair of new college members. Justine Atlan from the e-Enfance Association is joining the ANJ along with Olivia Petit from Kedge Business School.
Atlan and Petit have been added to the college as replacements for Chantal Rubin and Charles Dudognon, with the ANJ thanking the outgoing duo for their commitment.
