Lead brief
bet365 has received approval from French regulator ANJ to launch online betting operations in France, marking a significant market entry just weeks before the 2026 FIFA World Cup begins. This move reshapes the French landscape and signals intensifying competition among regulated sportsbook operators.
Coverage frame
This piece sits inside the wider 31Casino news desk, where single developments are read against regulation, market structure, and reader relevance.
Primary source base
- ▸bet365 has secured authorisation from France's ANJ to operate online betting services.
- ▸The launch occurs less than a month before the 2026 FIFA World Cup.
- ▸bet365’s entry increases competition in France’s tightly regulated betting market.
- ▸The approval highlights the ongoing liberalisation and evolution of French gambling regulation.
What Happened
Leading international betting operator bet365 has officially received a licence from the Autorité Nationale des Jeux (ANJ), allowing it to offer online sports betting in France. The ANJ's formal approval follows more than a year of preparatory work and marks one of the most high-profile market entries since France regulated online gambling in 2010.
The timing is strategic. The 2026 FIFA World Cup, set to begin in June, is among the most lucrative periods for betting globally, drawing millions of casual and regular punters to the platforms of licensed French operators.
Why It Matters
bet365’s entrance represents a significant competitive development in one of Europe’s most regulated betting jurisdictions. Since the country opened its online betting market, France has maintained a restrictive framework: only fixed-odds sports betting, horse racing betting, and poker are permitted, with online casinos remaining prohibited. The ANJ tightly controls licensing, advertising, and responsible gambling requirements to ensure consumer protection.
For French bettors, the presence of bet365, a global brand with a vast sports betting product suite, signals an expanded range of markets and betting experiences, though all offerings must be tailored to comply with French regulatory standards. This comes at a moment when the French market has experienced consistent year-on-year growth in online betting volumes and gross gaming revenue.
€2.1 billion — gross gaming revenue from the French online betting market in 2025, according to ANJ figures.
For the French market, the arrival of such a major operator just ahead of the World Cup could alter market shares among incumbents like FDJ’s ParionsSport, Betclic, and Unibet.fr. These operators, until now, have benefited from relatively limited competition compared to the UK or other more liberalised markets.
The ANJ’s willingness to license another global operator reflects a gradual shift towards fostering innovation and international best practices, while maintaining stringent local oversight. This approach aims to channel French players to regulated sites and away from unlicensed offshore platforms.
Industry Context
bet365’s strategic expansion targets high-value, mature jurisdictions. France’s regulatory environment has previously deterred some international brands due to its high tax rates on stakes, stringent technical requirements, and tight restrictions on marketing and betting product types.
Yet the market’s growth and the potential for scale have begun to outweigh these concerns for some. In 2025, ANJ reported 3.8 million active online betting accounts, driven by large sporting events and growing mobile adoption. The 2022 World Cup, for instance, generated record wagering volumes in France. The 2026 tournament is expected to further drive both new sign-ups and total stakes, underscoring the value of bet365’s well-timed launch.
Other European regulators, including the UK Gambling Commission and the KSA in the Netherlands, have similarly opened doors to global operators, but France’s approach to consumer protection, advertising limits, and product design remains among the strictest on the continent. bet365’s entry will test how international brands adapt and localise their offering within France’s unique regulatory framework.
Regulatory Background
French online gambling regulation is built on the 2010 legalisation of sports betting, poker, and horse racing. The market is regulated by the Autorité Nationale des Jeux (ANJ), which succeeded ARJEL in 2020 and took on expanded oversight powers, including advertising and responsible gambling initiatives.
Licences are typically issued after a robust evaluation of the applicant's integrity, technical controls, responsible gambling protocols, and financial stability. France retains a ring-fenced model that restricts liquidity for online poker and imposes significant reporting and data requirements.
For international operators, the process to enter the French market is resource-intensive, often taking more than a year from application to launch. The ANJ’s decision to approve bet365 comes after careful scrutiny and aligns with the regulator’s mission to protect consumers while maintaining channelisation—encouraging French players to use regulated rather than offshore sites.
What Happens Next
bet365 is expected to rapidly scale its French offering in the weeks ahead, focusing on compliance and market localisation to comply with ANJ standards. The operator will be subject to ongoing monitoring by ANJ for advertising, betting limits, responsible gambling measures, and technical security.
Rival French-licensed sportsbooks are anticipated to adjust their marketing and retention strategies in response to the increased competition, particularly during the World Cup window. The development will likely influence future market share dynamics and could spur further innovation or partnerships within the French betting sector.
Sources
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