French market
The online sports betting market in France
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.
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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 :
bricksand mortar, 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 global sports betting market is on the rise: estimated at $100 billion in 2023, it should reach $160 billion by 2028. The online gambling industry actually doubled between 2023 and the 4 years before.
In France, the sports betting market has been growing steadily over the past decade, in terms of both sales and bets, and is one of the most dynamic segments of online gambling. In 2023, Gross Gaming Revenue (the difference between the amount wagered by the player and the amount paid out in winnings) reached a record high, with net growth of 3.5%. 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 becoming increasingly digital, and is increasingly conducted via applications on mobile devices (smartphones, tablets). Most bets are placed on team sports such as soccer, followed by tennis and basketball.
The growing popularity of sports betting is unmistakable, 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, Euro soccer or, on a smaller scale, the Olympic Games, which are key moments for recruiting new punters. During the 2024 Paris Olympics, 360 million euros in bets were recorded, three times more than the Tokyo games.
Sports betting platforms in France are increasingly turning to intensive marketing aimed at younger players: this way of doing things is starting to be prevented with advertising that goes in the other direction: prevention in the face of the risks of being addicted and losing everything.
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