FDJ United aims for top three spot in seven key markets
The French gambling giant has outlined a new strategy for “sustainable, profitable growth”.
France.- The newly rebranded FDJ United has outlined its new strategy and growth objectives at its Captal Market Day. Dubbed Play Forward 2028, the strategy aim to achieve 5 per cent annual growth in gross gaming revenue (GGR) up to 2028.
The operator aims to increase its market share in all existing jurisdictions and to be one of the top three operators in seven of its eight leading European markets by 2028.
FDJ said it’s targeting “sustainable, profitable growth” while enhancing value creation for both shareholders and broader stakeholders. Its goal is a recurring EBITDA margin exceeding 26 per cent underpinned by operational efficiencies and enhanced scale benefits aimed at curbing costs.
It aims to expand its player base responsibly across key segments, such as its French lottery and retail sports betting operations. These efforts will be anchored in its two main distribution formats, supplemented by a broader omnichannel strategy. Digital expansion will leverage the expertise of Kindred Group, which FDJ acquired last year.
The strategy also includes a pledge to reduce the share of revenue linked to high-risk gambling behaviors. Meanwhile, the company aims to raise its voluntary contributions to social and environmental causes to 5 per cent of reported net profits by 2030.
Chairwoman and CEO Stéphane Pallez described the new framework as a turning point, stating that 2025 marks a crucial year for the group, which was floated in 2019 following its privatisation.
She said: “The Play Forward 2028 plan represents the next step in our journey to becoming Europe’s leading responsible gaming operator, driven by a portfolio that is more diversified, more digital, and more global.”
For 2024, FDJ posted revenue growth of 16.9 per cent year-on-year to €3.07bn for 2024. EBITDA rose by 20.6 per cent to €792m. The company has been expanding, buying the online gambling operator Kindred and Ireland’s Premier Lotteries.
The new FDJ structure sees the business reorganised into four units: French lottery and retail sports betting, online betting and gaming, international lottery and, finally, payment and services, which includes the Nirio payment services launched in 2022.
