bet365 officially launches in France just before World Cup

UK-headquartered gambling giant bet365 has officially launched in France after securing approval from the Autorité Nationale des Jeux (ANJ), just weeks before the 2026 FIFA World Cup kicks off. 

The move, which has been in the works since last year, marks one of the most significant new entries into the regulated French online betting market in recent years.

The French market has undergone significant changes over the last few years, most notably FDJ United’s acquisition of the Kindred Group brands and Betclic’s merger with Tipico under the umbrella of the Banijay Group. 

Now, it seems that 2026 is the time for bet365 to expand its presence in yet another market, with the operator’s French platform now live through its webpage and mobile applications. 

The operator will also roll out a series of promotional materials, targeting the market ahead of a jam-packed global sports calendar that also includes Roland-Garros, the UEFA Champions League Final of Arsenal vs PSG, and the Tour de France. 

The launch also strengthens bet365’s European footprint as the company continues its international expansion across regulated jurisdictions.

Announcing the move, bet365 said that its French offering has been specifically adapted to meet the needs of local consumers and adhere to regulatory requirements. 

The operator is introducing several of its flagship betting features to the market, including Bet Builder, Cash Out, Bet Tracker and Match Live, alongside “Sub On Play On” – a relatively new product feature that allows certain player-focused 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,” said 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 emphasised its responsible gambling strategy as a central part of the launch. French customers will have access to a range of self-exclusion tools, gambling controls and links to national support services including Joueurs Info Service and Evalujeu. 

In addition, bet365 has also partnered with Association de Recherche et de Prévention des Excès du Jeu (ARPEJ) to support players that may be displaying signs of problematic gambling behaviour.

The French market has become increasingly competitive following tighter regulation and consolidation among licensed operators. 

A new ANJ algorithm, designed to identify instances of problem gambling, was created just before bet365’s arrival in the jurisdiction.

With that came the revelation that French players identified as high-risk generated 60% – or £1.03bn – of gross gaming revenue. 

France also currently has the toughest tax regime in Europe, which became even more stringent in July 2025 with the introduction of the renewed Social Security Financing Act, bringing the public levies rate for online sports betting up 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 went up from 0.2% to 10% of GGR, meaning that bet365 will have its work cut out in making the jurisdiction a profitable one – evidenced by recent struggles experienced by FDJ. 

However, bet365 has had success across the globe, as seen by the fact that its owners – the Coates family – were ranked 17th in The Sunday Times 2026 Rich List with a net worth closing in on the £10bn mark. 

The operator, which is the largest private-sector employer in its home town of Stoke-on-Trent, also confirmed plans to expand beyond sports betting in France, with online poker and horse racing betting expected to launch at a later stage.