Summary of our market study

The global sports betting market has seen considerable growth, with a marked increase in the French sector, reaching a PBJ of 1,389 million euros in 2022. Despite the impact of the COVID-19 pandemic leading to a drop in online sports betting revenues in 2020 due to the cancellation of sporting events, the market has rebounded strongly. Soccer remains the most popular sport for betting, accounting for 56% of total stakes in France in 2022, although there is a visible trend towards diversification of interest towards other sports. The 2022 World Cup illustrated this popularity by setting a new record in France, with 51 million euros wagered on the final match alone. The market is heavily regulated to limit illegal activity, with the ANJ supervising authorized operators. Online betting platforms have been criticized for being perceived by a majority of French people as addictive and uncontrolled.this has prompted operators to invest heavily in marketing and promotional activities, for a total of 485 million euros by 2022, in order to improve their image and attract consumers.

The changing landscape of sports betting in France: a booming, lucrative market

An analysis of the sports betting market in France shows that it has grown steadily over the years, with demand trends driven primarily by the lure of winning. The country's sports betting scene has seen an expansion in the number and value of stakes placed, indicating a thriving industry that harnesses the excitement of sporting passion combined with monetary incentives. In recent years, the size of the online sports betting market has more than doubled, reaching a value of 8 to 9 billion euros by 2022. At the same time, gross gaming revenue (GGR) has also risen significantly. This rise in PBJ testifies to the growing attractiveness of sports betting, with the rate of return to players after bonuses reaching 86% by 2022. This upward trend encourages players to reinvest their winnings in new bets, keeping the betting cycle active and profitable for operators.

This growth is not limited to financial indicators alone, but extends to the demographics involved in sports betting. By 2022, around 3.5 million unique players were engaged in this activity, with each punter spending an average of between 2,300 and 2,400 euros a year. What's more, the average age of these punters hovers around 30, with a slightly lower median age of 29, giving the picture of a fairly young and committed betting population. Betting has not only increased in financial terms, but also in terms of frequency.

However, in the face of inflation and the resulting loss of purchasing power, the amount has stabilized between 11 and 12 euros from 2021 to 2022, indicating a more cautious approach on the part of punters in a context of economic pressures. It's important to note that soccer remains the undisputed favorite of punters, as more than half of all sports betting stakes are devoted to this sport - between 50 and 60%, or more than 4.5 billion euros. The sport's supremacy is followed by tennis and basketball, which together with soccer account for almost 90% of all bets placed. `

The titans of sports betting: exploring the main market players

In the highly competitive world of sports betting, several champions have emerged, each carving out a significant share of the market thanks to its distinct brand and loyal customer base. Below is an exploration of some of the major players with a notable presence in this dynamic market.

  • Française des Jeux (FDJ):

As the French state lottery operator with a monopoly on brick-and-mortar betting thanks to its network across France, FDJ stands out as a dominant force in the sports betting sector. With a wide range of offers and a strong presence, FDJ has established itself as a household name, attracting punters with its "Parions Sport en ligne" platform.

  • Pari Mutuel Urbain (PMU):

PMU stands out for its specialization in horse racing and sports betting, and is another important name with a strong heritage. Although the company's core business revolves around betting on horse racing, it also offers a competitive range of sports betting options, contributing to its established image in the gambling landscape.

  • Winamax:

One of the ANJ-approved online sports betting operators, Winamax presents itself as a digital competitor. Winamax is known for its user-friendly interface, engaging in heavy marketing strategies that target sports fans, particularly for online betting on soccer, tennis and basketball, the most popular sports among punters.

  • ZEbet:

Another licensed player in the digital arena, ZEbet offers a range of betting options that appeal to the modern punter. Although smaller than the giants, its focused approach to the world of online sports betting attracts the attention of dedicated segments of the betting population.

  • Unibet (Kindred Group):

With its origins and strong presence in Europe, Unibet, part of the Kindred Group, is a transnational player offering a wide variety of betting options. Its international vision and expertise resonate well with punters looking for comprehensive sports betting experiences.

  • Betclic Group:

A well-established entity in the European betting market, Betclic appeals to punters with its dynamic offerings, which range from traditional sports betting to live betting scenarios. Betclic's strategic marketing and promotions have consolidated its market position as a sports betting hub.

  • Bwin:

This globally recognized brand is part of the Entain gaming group and holds a significant share of the sports betting market. Bwin's reputation for offering competitive odds and a wide selection of sports bets makes this site a benchmark in sports betting.

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  • Number of pages : ~ 40 pages
  • Format : Digital and PDF versions
  • Last update : 01/05/2024
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Summary and extracts

1 Market overview

1.1 Presentation and definition of the sports betting market

A sports bet is a wager on a sporting result, given odds (a coefficient used to calculate the potential payout). If the bet is right, the bettor receives the expected winnings, otherwise he loses his stake. In France, sports betting is reserved for adults. Sports betting has existed in France since the late 19th century, with the development of horse racing and the Pari Mutuel Urbain (PMU). Over the years, betting has diversified, and it is now possible to bet on virtually every type of sport and sporting event around the world. The early 2000s saw the development of online sports betting sites with virtual betting rooms.

There two ways to place sports bets :

  • bricks andmortar, in the physical network of Française des Jeux (FDJ)
  • online, on the websites of sports betting operators approved by the ANJ (Autorité Nationale des Jeux).

The Autorité Nationale de Jeux (ANJ), the body responsible for regulating betting in France, distinguishes between sports betting and horse betting. This study therefore does not deal with horse betting, although allusions to it will be made in certain sections for comparison purposes.

In France, the sports betting market, in terms of sales generated and stakes placed, has been growing steadily since 2011, making it one of the most dynamic segments of online gambling. In 2022, Gross Gaming Revenue (the difference between the amount wagered by the player and the amount paid out as winnings) grew modestly (3% ), despite the record amounts wagered during the World Cup in Qatar. The vast majority of sports betting customers are male and relatively young (under 35), looking for the best odds (for maximum winnings). Sports betting is also going digital, and is increasingly conducted via applications on mobile devices (smartphones, tablets). Most bets are on soccer, followed by tennis and basketball.

The growing popularity of sports betting is undeniable, and the various operators are waging a fierce battle to win new shares in a relatively concentrated market. Marketing efforts include communication campaigns (partnerships with soccer clubs or TV channels, with sports personalities, etc.) and promotions (notably bonus offers and "boosted" odds). The aim is also to take advantage of major sporting events such as the World Cup and Euro soccer tournaments, key moments for recruiting new punters. During the 2022 World Cup , for example, over 900 million euros were wagered , according to the National Gaming Authority.

The COVID-19 crisis has had a major impact on the sports betting market. Indeed, with the cancellation or postponement of several major sporting events (Euro 2020, Summer Olympics, etc.), market growth has been curbed, despite the multiplication of distribution channels.

1.2 A well-established and growing global market

the sports betting market has evolved considerably over the last ** years. The advent of the Internet changed all that. The democratization of online gambling has brought with it strong growth in "brick-and-mortar" betting. The exponentially increasing number of operators, now operating worldwide, have developed a highly attractive offering, covering all sports ...

1.3 Strong growth in the French market

According to the Ligue de Football Professionnel, sales in the online sports betting market correspond to the total amount of bets. The chart below shows market trends over the period ****-****:

Growth in the size of the online sports betting market France, **** - ****, in millions of euros Source: ****

Thus, the size ...

1.4 The impact of the health crisis

However, the sports betting market could be held back by the fact that sports betting is still considered an illegal activity in some parts of the world. In addition, the recent outbreak of the new coronavirus is likely to be a major factor inhibiting market growth in the short term, as ...

2 Demand analysis

2.1 Profile of the sports bettor

As for the typical gambler's profile, a study by theANJ establishes that he "is a man (***).

Still for the year ****, the ANJ provides the following demographic data concerning the profile of bettors: the median age is ** and the average age **. Only **% of punters are women. There were *,***,*** unique players this year, ...

2.2 An upward trend in the number of bets, players and stakes

Since the advent of online sports betting, the craze for the practice has continued to grow, and the lure of winning that drives gamblers can be seen on three levels:

- the French are betting more and more

- they are betting ever greater sums

- more and more people are ...

2.3 Demand drivers: the predominance of soccer

As explained above, the distribution of bets depends on the competitions taking place in the various sports. Nevertheless, there are unmistakable trends regarding the most popular sports on which players prefer to bet:

Breakdown of bets by sport France, ****, in Source: ****

In ****, soccer has maintained its position as the most popular ...

2.4 Demand trends: the lure of profit as the main motivation

Logically enough, the prospect of winnings remains the main reason for betting activity in France. The following graph describes this trend, as well as other motivations for betting:

"Which criterion motivates you most when you bet online on matches?" France, ****, in Source: ****

Almost half of the punters surveyed consider the ...

3 Market structure

3.1 Online sports betting market value chain

In France, the sports betting market has two main distribution channels: physical and online. These two networkstwo networks comprise ** licensed operators regulated by the ANJ acrossn all of France. A distinction is therefore made between betting carried out :

By internet, with online bets placed on the platforms and websites of online ...

3.2 A highly concentrated market

As we'll see in the regulations section, the sports betting market is highly regulated, and only ANJ-approved organizations are entitled to operate on French territory. Nevertheless, since the market was opened up to competition in ****, the number of accreditations has steadily increased:

growth in the number of sports betting licences France, ...

3.3 A large illegal sports betting market

Although it is difficult to accurately assess the size of the black market in sports betting, a report published by the LFP estimates that over **% of bets are made illegally. In some countries, "street" betting is very widespread (***) and culturally deeply rooted. In addition, every country in the world is confronted ...

4 Offer analysis

4.1 Sports betting typology

There are many different ways to place sports bets in France. In this section, we'll take soccer as an example, as this sport accounts for the majority of sports bets, and it would take far too long to draw up an exhaustive list of all existing bets. What's more, the vast ...

4.2 An offer promoted by intensive marketing

Despite an increase in the main indicators on the sports betting market, the reputation of this practice seems to have deteriorated since ****. The same survey conducted by Odoxa with Winamax in **** and **** shows the changing image of sports betting among the French:

The image of sports betting sites France, ****, in Source: ...

4.3 Supply trends: partnerships with content creators and bonuses

Influencer marketing

To target a younger audience, online sports betting operators often call on content creators/influencers. ** of the ** online operators called on ** content creators during the **** World Cup. This relatively recent strategy is known as influencer marketing. Among the personalities approached, ** had between *.*k and **k subscribers on at least ...

5 Regulations

5.1 Regulatory framework

On the eve of the kick-off of the soccer World Cup on June *, ****, online sports betting was opened up to competition and legalized. This activity is supervised by the ANJ , which is responsible for issuing licences to online betting operators and monitoring their activity.

The sports betting market is subject to ...

6 Positioning the players

6.1 Segmentation

  • Betclic Group
  • Winamax
  • ZEbet Zeturf
  • Bwin
  • JOA groupe (JOA on line)
  • BetStars
  • NetBet
  • France Pari
  • Vbet
  • Genybet
  • EuroSportBet
  • Française des Jeux FDJ
  • PMU Pari Mutuel Urbain
  • Feelingbet
  • Parions Sport
  • Partouche Sport

List of charts presented in this market study

  • Trends in the global sports betting market
  • Online sports betting PBJ trends
  • Growth in the size of the online sports betting market
  • Year-on-year changes in online sports betting revenues
  • Average bet, number of active player accounts (APA) and number of bets
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Latest news

"Bistrot à la française": the PMU concept to widen the circle of bettors - 27/03/2024
  • - Objective to strengthen PMU's presence in city centers.
  • - Strategic plan to recruit one million new players in three years, presented at the end of 2022.
  • - 150 urban mutual betting establishments planned by 2027, in towns with more than 50,000 inhabitants.
  • - Investment of 40 million euros to modernize physical facilities.
  • - 85% of bets are placed at the point of sale.
PMU reverses negative trend in horse betting - 08/02/2024
  • - PMU achieved revenues of 10.007 billion euros in 2023
  • - The volume of horse stakes rose by 2% to 9.3 billion euros, reaching its highest level since 2013.
  • - The point-of-sale network recorded an increase in stakes of over 1%, to 6.9 billion euros.
  • - Internet betting increased by 5%.
  • - International stakes rose by 2% to 1.5 billion euros.
  • - PMU to open around 1,000 new sales outlets by 2023
  • - PMU recently opened its 14,000th point of sale.
  • - PMU's net profit for 2023, which will be paid in full to the horse racing industry, is 835 million euros.
  • - Internet sports betting and poker generated €650 million in stakes in 2023.
FDJ acquires Irish lottery operator. - 28/07/2023
  • Acquisition of Premier Lotteries Ireland (PLI) by Française des Jeux (FDJ) at a value of 350 million euros.
  • PLI has exclusive rights to operate the Irish National Lottery until 2034.
  • The vast majority of bets are placed at points of sale (85%), while PLI's digital bets account for 15% of the total.
  • In 2022, PLI generated sales of 140 million euros. PLI's Ebitda margin is comparable to FDJ's, at 24%.
  • FDJ's gross gaming revenue was €3.3 billion (+2.4%). FDJ's sales totaled €1.3 billion, up 6.3%.
  • FDJ's digital wagering grew significantly (+13.3%) and now accounts for 13% of the total.
  • FDJ posted net income of €181 million, up 13.5%.
Riots: PMU and Française des Jeux help tobacconists - 10/07/2023
  • 483 tobacconists were affected by the violence, half of them in the Paris region.
  • 58 establishments were completely destroyed.
  • The cost of the damage is estimated at between 15 and 20 million euros.
  • More than 240 PMU outlets were vandalized or destroyed, and 1,000 PMU machines were taken out of service.
  • PMU's loss of business is estimated at several tens of millions of euros until the end of the year.
  • Nearly 400 Française des Jeux (FDJ) sales outlets were affected by the riots, of which only 150 were able to resume business.
  • FDJ has a €15 million "rebound fund" to help restore damaged outlets.
PMU successfully sells NFT and confirms its Web3 ambitions - 31/03/2023
  • 6,666: number of NFT sold at project launch.
  • 99 euros: unit price of an NFT.
  • 5,000: number of NFTs made available during the first drop.
  • 1,500: number of NFTs sold in two minutes during the first drop.
  • 30,000: number of active Stables community members.
  • 60%: percentage of international members in the community.
  • 1 million: number of new customers PMU expects to reach thanks to the strategic plan including Stables.
  • 2,000: number of bets PMU can process per second.
PMU enters the NFT race - 21/01/2023
  • PMU opens stalls to virtual horses.
  • The horse betting operator has launched the first stage of its "Stables" project
  • a virtual game based on the acquisition and exchange of NFTs in the likeness of real racehorses.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Betclic Group
ZEbet Zeturf
JOA groupe (JOA on line)
France Pari

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