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France’s National Gaming Authority (ANJ) has revealed that gambling operators plan to increase promotional spending by 11% in 2025, bringing total investments to €695 million ($724 million). Despite this surge, the regulator is urging the country’s top-tier operators to reduce their budgets and adopt more responsible practices to mitigate the risks of gambling harm and underage exposure.
The ANJ’s analysis of promotional strategies from France’s 16 licensed online operators, as well as the monopolistic entities La Française des Jeux (FDJ) and Pari-Mutuel Urbain (PMU), indicates a notable rise in marketing and bonus allocations. Investments in digital media will account for 45% of promotional spending, while sports sponsorship is expected to increase by 23%. Financial rewards for players will also see an 11% boost, comprising 58.5% of the sector’s overall budget.
This planned growth follows a successful 2024, which saw a 13% rise in online player accounts, spurred by the Euros and Summer Olympic Games. However, with no major sporting events on the horizon in 2025, the ANJ views this escalation in spending as unnecessary for operators already well-established in the market.
To address these concerns, the ANJ has issued several directives to gambling operators, focusing particularly on the four largest online operators, whose budgets represent 85% of total promotional expenditures. These operators must reduce their marketing and sponsorship budgets and present revised plans to the regulator by February 17, 2025.
The ANJ emphasized the importance of moderation in promotional activities, particularly in sports sponsorships, to minimize potential harm to problem gamblers and vulnerable populations, including minors. Operators have also been instructed to carefully monitor marketing campaigns to avoid encouraging excessive gambling, especially with high-risk offerings like fast poker tournaments.
Reflecting on its 2024 recommendations, the ANJ noted significant compliance from operators, with marketing budgets reduced by 8% below forecasts. The regulator praised efforts to collaborate with influencers who have minimal appeal to minors and highlighted the industry’s focus on responsible advertising practices during major events.
In addition to these regulatory measures, the ANJ has bolstered its leadership team with new appointments. Pauline Hot has been named Deputy Director General, while Justine Atlan and Olivia Petit have joined the authority as new members, further enhancing its ability to oversee the gambling industry effectively.
As the gambling sector in France continues to grow, the ANJ’s emphasis on responsible promotional spending aims to balance industry success with the need to protect consumers. By fostering a more moderated approach, the regulator seeks to ensure the sustainability and integrity of the market.
Sources: IGB, Gambling Insider
