The French National Gaming Authority (ANJ) revealed that despite the absence of major sporting events this year, gambling operators plan to increase their promotional investments by 11% in 2025, reaching 695 million euros (722 million dollars).
This strategic shift occurred after a fruitful year in 2024 for operators, with a 13% increase in online player accounts during the European Championship and the Olympics.
The planned expenditures include marketing costs and financial incentives, with digital media continuing to dominate, accounting for 45% of the investment, followed by traditional media at 32%.
Sports sponsorships will see a significant increase of 23%, and financial incentives will rise by 11%, making up 58.5% of the total budget.
In response to these promotional strategies, ANJ has requested the four major online operators (accounting for 85% of promotional investments) to reduce their promotional budgets. These operators must submit their revised plans by February 17, 2025.
It is worth noting: the regulatory body pointed out that operators largely adhered to previous recommendations, with the 2024 marketing budget being 8% lower than the forecasted amount.
The agency also called for moderation in sports partnerships to minimize the risks of encouraging excessive gambling or attracting minors.
In related developments, ANJ appointed Pauline Hot as Deputy Director-General, while also naming two new academy members: Justine Atlan from the Electronic Children's Association and Olivia Petit from Kedge Business School, to strengthen its supervisory capabilities.
