Bet365 Reportedly Targeting French Market Expansion
Reports suggest that bet365 may soon expand its operations into France’s regulated online gaming market. While the operator has declined to comment, industry speculation indicates preparations for entry ahead of the 2026 World Cup in North America.
Strategic Expansion Across Regulated Markets
According to Gaming&Co, bet365 is considering entry into the French market after years of focusing on Europe and the United States. The company, based in Stoke-on-Trent, currently operates in the UK, Italy, and Spain, as well as in 15 U.S. states, including Pennsylvania, Indiana, North Carolina, and Ohio. Its U.S. expansion has recently produced strong results.
A report by Eilers & Krejcik Gaming found that the three months to 30 June marked bet365’s best quarter in the country. During that period, its net gaming revenue share increased to 4% in Q2. Entering France would mark a strategic shift for the privately owned operator, which only months ago withdrew from China to focus on core regulated markets. Analysts suggest that the move could strengthen bet365’s position across Europe’s increasingly competitive sports betting landscape.
French Market Opportunities and Challenges
France regulated online sports betting, poker, and horseracing in 2010, but bet365 chose not to enter at that time. The French gaming market has since grown steadily, with gross gaming revenue up 3.5% year-on-year to €5.7 billion in H1 2025. The market remains dominated by FDJ United, which holds a monopoly on retail sports betting and lotteries, and PMU, which controls horseracing. Despite a recent tax hike, which raised online sports betting rates from 54.9% to 59.3% and increased advertising tax to 15%, bet365 appears financially equipped to absorb these costs.
The company reported £3.7 billion in revenue and nearly £400 million in operating profit for the 53 weeks ending 31 March 2024. This strong financial footing positions it well to compete with operators such as Betclic and Winamax if the expansion goes ahead. Industry experts believe that bet365’s entry could increase competition and drive innovation within France’s regulated sports betting market.