France’s L’Autorité Nationale des Jeux (ANJ) has approved promotional strategies for 2025 from the nation’s 16 licensed online operators and two exclusive rights holders, FDJ and PMU, with conditions. After analyzing the proposed strategies, the regulator called for reductions in promotional budgets, particularly for the four largest operators, whose spend accounts for 85% of the industry’s planned promotional investments.
Promotional Spend on the Rise
Promotional budgets for 2025 are set to increase by 11%, reaching an estimated €695 million. This figure includes marketing expenses and bonuses, with financial rewards alone growing by 11% to represent 58.5% of the overall budget. Marketing expenses will rise 12%, partly due to a 5% increase in advertising costs. Digital media remains the primary channel, consuming 45% of marketing investments, followed by traditional media at 32%.
Sports sponsorships will see a notable 23% increase, underscoring operators’ continued focus on partnerships to enhance visibility.
ANJ’s Mandate for Responsible Marketing
While the ANJ approved the overall strategies, it imposed strict conditions for compliance.
- Reduction in Budgets for Top Operators:
The regulator emphasized the need for the four largest operators to reduce their promotional spending. Although unnamed, these operators must submit revised plans to the ANJ by February 17, 2025. Budget reductions should specifically address financial retention rewards, advertising, and sponsorship activities. - Moderation in Sports Sponsorships:
Operators are required to limit sponsorship activities to reduce their impact on problem gambling and underage audiences. - Exclusion of Problem Gamblers from Campaigns:
Licensees must ensure excessive gamblers are excluded from promotional communications and exercise heightened caution in targeting at-risk players, particularly for potentially addictive formats such as fast poker tournaments.
Insights from 2024 Performance
Reflecting on the prior year, the ANJ noted that operators largely adhered to recommendations, including an 8% reduction in marketing spend compared to forecasted budgets. The regulator also highlighted responsible practices, such as avoiding partnerships with influencers who appeal to minors and showing greater restraint in distributing bonuses, which were reduced by 3%.
Two major sporting events in 2024—the Paris Olympic Games and Euro 2024—contributed to a 13% increase in online gambling accounts. However, with no similar events on the 2025 calendar, operators aim to consolidate player bases through cross-selling strategies, such as converting sports bettors into poker players using attractive bonuses.
ANJ’s Vision for 2025
The ANJ remains committed to balancing legitimate advertising needs with harm prevention, as outlined in its 2021 framework and 2022 guidelines. By urging moderation, the regulator seeks to curb excessive gambling while fostering a safer gambling environment.
As promotional budgets grow, the ANJ’s directive for reduced spending and responsible practices is set to shape the future of France’s regulated gambling market.
Source:
French regulator orders top tier operators to reduce promotional spend in 2025, igamingbusiness.com, January 7, 2025.
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