PR in the Philippines

Jake Pollard reports that the UK giant’s entry is poised to stimulate marketing and heighten competition within the mature French sector… just in time for the World Cup.

Bet365 is set to launch in France imminently, following the receipt of its online sports betting license. The approval was granted after a scheduled session by the Autorité Nationale des Jeux (ANJ) last Thursday, with the official announcement following yesterday morning.

The news of Bet365’s expansion into France was first reported by SBC-Gaming&Co last October, with the UK operator filing its license application through its subsidiary, Hillside (New Media Malta) Plc, in January.

This development allows Bet365 to begin marketing to French consumers ahead of the World Cup, meeting the internal deadline the company had set for its 2026 launch. Its entry represents a significant shift for the French online sports betting (OSB) industry, as it marks the first time in years that a new operator with the financial resources and brand equity to challenge established leaders like Betclic, Winamax, and Unibet has entered the market.

Furthermore, with PMU introducing its new PMU Play app—which emphasizes converting horse racing bettors into sports punters—competition in this sector is expected to intensify. Although OSB is not PMU’s primary focus, the company informed G&Co that it intends to make online poker and sports betting central components of its digital strategy.

Previously, Bet365 had opted against entering the French market. However, as the group has grown across Europe, Australia, and more recently the US, France has increasingly become a strategic priority. As SBC-G&Co noted in October, the firm’s “financial firepower provides it with the luxury of time to promote its offerings and absorb initial losses, a strategy it successfully employed during its expansion into Australia and the US, where it is now live in 14 states.”

France refreshes Euro ambitions

Corporately, a French launch extends Bet365’s growth trajectory and increases its footprint in another major regulated market, potentially setting the stage for a future sale.

Bet365 reported a 9% year-on-year revenue increase to £4bn for the 12 months ending March 2025, bolstered by a 5% rise in sports betting and a 25% surge in online casino revenue. Nevertheless, pre-tax profits fell by 41% to £349m for the 2024/25 period, while operating profits dropped 40% to £218m, driven by costs rising from £687m to £896.5m due to expansion into new regulated territories.

The company’s arrival is expected to drive up media inventory costs. With affiliates prepared to launch promotional campaigns, a surge in marketing activity is anticipated in the coming weeks. As a globally recognized betting brand, Bet365 already enjoys strong awareness among French bettors despite its previous absence. Additionally, its global UEFA Champions League sponsorship runs through 2027; the new license will allow the brand to advertise directly in French stadiums during UCL matches, replacing the “Follow Scores” branding used previously.

France remains a mature, highly regulated, and heavily taxed market, where OSB serves as the primary growth driver in the absence of regulated online casino gaming. Following the announcement, industry insiders told SBC-G&Co that while they are not thrilled about the arrival of such a formidable competitor, they acknowledge that increased competition typically drives operational improvements and better product development.

Natives ready to battle

At the time, Nicolas Béraud, founder and president of Betclic (Banijay Group), told Les Echos that Bet365 possesses a “powerful brand” capable of impacting all operators. However, he noted that its “traditional English model, which focuses on technical bets favored by sophisticated players,” differs from Betclic’s approach, which he believes is “better suited to the French market.”

Béraud also pointed out that while one of Bet365’s core strengths is its vast array of betting options, the strictly “regulated and limited offer” in France will restrict its ability to differentiate itself. He added that the country’s 85% Return to Player (RTP) requirement prevents the operator from utilizing its typical “best price,” low-margin model. Nevertheless, Béraud conceded that if the UK firm invests “millions of euros in marketing—which they have the resources to do—it will inevitably impact existing legal French operators.”