Bet365 to launch in France after licence approval
A new contender will enter the French betting market in time for the FIFA World Cup 2025.
France.- UK-based Bet365 is to expand into the French gambling market after securing approval from the Autorité Nationale des Jeux (ANJ) to operate online sports betting. The operator, which has also been expanding in the US and elsewhere in Europe, applied for a licence in January through its subsidiary Hillside (New Media Malta).
The timing of the approval means a new offering will launch on the competitive French online betting market in time for the crucial period of the FIFA World Cup. Bet365 will be the first major new international operator in many years to enter a market dominated by Betclic, Winamax, FDJ United through Unibet and the racing specialist PMU, which recently launched its PMU Play app to sell sports betting to racing customers.
France is a mature, tightly regulated market where online casino gaming is still unregulated and where incumbent operators have been facing the challenge posed by the French gambling tax increase introduced from July 2025. Amid that difficult scenario, Bet365’s size gives it some flexibility to accept early losses while it works on carving out a share, replicating the approach it’s taken in Australia and the US.
It’s expected that this new arrival on the French market could spark a rise in marketing activity among all operators. Bet365 already has strong recognition globally due to its UEFA Champions League sponsorship, which runs until 2027. It will now be able to advertise directly under its brand name during UCL matches at French stadiums, replacing its previous “Follow Scores” branding. The ANJ has already warned operators to avoid excessive advertising during the World Cup.
Bet365 reported revenue of £4bn in the year ending March 2025, a rise of 9 per cent year-on-year. Sports betting revenue was up by 5 per cent while online casino revenue grew by 25 per cent. Profits fell by 41 per cent to £349m due to costs related to its expansion.
