French Gambling Regulator Pressures Operators to Cut Promotional Spending
France’s gambling authority, L’Autorité Nationale des Jeux (ANJ), has called on leading online operators to reduce promotional budgets amid growing concerns about high-risk gambling behavior.
ANJ’s Request for Adjustments
The ANJ has requested France’s four largest online gaming operators to reassess their promotional strategies for 2025. Although the regulator approved the operators’ overall plans, it emphasized the need to lower spending in specific areas, including financial retention rewards and marketing efforts like advertising and sponsorships. Smaller operators have not been asked to make similar adjustments.
The deadline for submitting revised budgets is February 17, 2025, reflecting the urgency of addressing high-risk gambling. The ANJ is particularly concerned about the potential societal impact of excessive promotional activities.
Context of the Call to Action
In 2024, online operators demonstrated some moderation in distributing bonuses, reducing promotional spending by 3% compared to earlier forecasts. However, major sporting events like Euro 2024 and the Olympics spurred a 13% rise in active player accounts, intensifying the ANJ’s focus on curbing riskier gambling behaviors.
In 2025, operators plan to increase their promotional budgets by 11%, reaching €695 million. This rise will primarily fund marketing, which is set to grow by 12%, and financial rewards, which are expected to increase by 11%, comprising 58.5% of the total budget. Additionally, sports sponsorships are projected to see a 23% spike, raising concerns about their potential role in promoting high-risk gambling practices.
The ANJ fears that the absence of significant sporting events in 2025 could alter player behavior, potentially leading to riskier gambling activities. With inflation driving up marketing costs and sponsorship investments, the regulator is apprehensive about the broader societal consequences of an expanding promotional landscape.
