The French gambling regulator has asked the country’s largest online gaming operators to rethink their promotional strategies amid concern about an increase in high-risk play.
L’Autorité Nationale des Jeux (ANJ) said that in 2024, operators used “greater restraint” in the distribution of bonuses, the investment of which amounted to three per cent less than initial budget forecasts.
There was also an effort to “moderate promotional strategies” in 2024, with marketing budgets spent tallying at eight per cent lower than initial forecasts.
And while Euro 2024 and the Olympics led to a 13 per cent increase in the number of online player accounts, the ANJ is concerned at operators’ 2025 plans in a year without such major sporting competitions and events.
The regulator’s review of 2025 promotional strategies found that promotional investments are set to rise by 11 per cent, or €695m, covering marketing expenses and bonuses.
Marketing investments, which have been impacted by inflation, are set to rise by 12 per cent.
Financial rewards such as bonuses are set to climb by 11 per cent, representing 58.5 per cent of the overall budget.
And there is set to be a “strong evolution” in sports sponsorship, investment in which is set to rise by 23 per cent.
The ANJ has accepted operators’ 2025 plans but has asked the four largest operators, including Banijay Gaming’s Betclic, to reduce their promotional budgets.
“This reduction must concern, depending on the operator concerned, the budget dedicated to financial retention rewards and/or the marketing budget (advertising and sponsorship),” the ANJ said.
“These operators will have to present to the ANJ the changes they are considering to obtain this reduction by February 17, 2025. The other operators are not concerned by this request for reduction.”
