(AsiaGameHub) – The UK-based gambling company bet365 has officially commenced operations in France, having received the necessary approval from the Autorité Nationale des Jeux (ANJ). This launch occurs just weeks before the commencement of the 2026 FIFA World Cup.
This development, which has been in progress since last year, signifies a major new entrant into the regulated French online betting market in recent times.
The French market has experienced considerable shifts over the past few years, most notably with FDJ United’s acquisition of the Kindred Group brands and Betclic’s merger with Tipico under the Banijay Group.
Now, 2026 appears to be the year for bet365 to broaden its reach in another market, with its French platform now accessible via its website and mobile applications.
The operator is also set to release a series of promotional campaigns, targeting the market in anticipation of a busy global sports schedule that includes Roland-Garros, the UEFA Champions League Final featuring Arsenal vs PSG, and the Tour de France.
This launch further solidifies bet365’s European presence as the company continues its international expansion into regulated territories.
In announcing the launch, bet365 stated that its French offering has been specifically tailored to meet the preferences of local customers and comply with regulatory mandates.
The operator is introducing several of its signature betting features to the market, such as Bet Builder, Cash Out, Bet Tracker, and Match Live, in addition to “Sub On Play On” – a relatively new feature that allows certain player-specific bets to remain active even after a player has been substituted.
“bet365’s expansion strategy has always been built around combining the scale, technology, innovation and expertise of a global brand with the understanding and appreciation of local customs and culture,” stated Alex Sefton, bet365’s Global Chief Marketing Officer.
“Our arrival in France will be no different. We’re thrilled to create a product and experience tailored specifically for French players, within a framework fully compliant with the requirements of the French National Gaming Authority.”
bet365 to comply with stringent French regulations
The company highlighted its commitment to responsible gambling as a core element of the launch. French customers will have access to a variety of self-exclusion tools, gambling controls, and links to national support services, including Joueurs Info Service and Evalujeu.
Furthermore, bet365 has established a partnership with Association de Recherche et de Prévention des Excès du Jeu (ARPEJ) to provide support to players exhibiting signs of problematic gambling behavior.
The French market has become increasingly competitive due to stricter regulations and consolidation among licensed operators.
A new ANJ algorithm, designed to detect instances of problem gambling, was introduced shortly before bet365’s entry into the jurisdiction.
This coincided with the revelation that French players identified as high-risk accounted for 60% of gross gaming revenue, amounting to £1.03 billion.
France also currently imposes the most rigorous tax regime in Europe. This became even more stringent in July 2025 with the implementation of the renewed Social Security Financing Act, which increased the public levies rate for online sports betting from 54.9% to 59.3% of GGR.
Point-of-sale public levies rose from 41.1% to 42.1% of GGR, while online poker public levies increased from 0.2% to 10% of GGR. Consequently, bet365 will face significant challenges in making the jurisdiction profitable, as evidenced by the recent difficulties experienced by FDJ.
However, bet365 has achieved success globally, as demonstrated by its owners, the Coates family, who were ranked 17th on The Sunday Times 2026 Rich List with a net worth approaching £10 billion.
The operator, which is the largest private-sector employer in its hometown of Stoke-on-Trent, also confirmed plans to expand beyond sports betting in France, with online poker and horse racing betting anticipated to launch at a later date.
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