ANJ has reviewed the 2025 promotional strategies of gambling operators, noting an 11% increase in promotional budgets despite the absence of major sporting events this year.
Key points:
- ANJ reviewed 2025 promotional strategies, noting an 11% increase in budgets
- Digital media remains dominant with 45% of spending, while sports sponsorship will see a 23% increase
- Strict conditions have been imposed on the four largest operators to reduce promotional spending and mitigate risks of excessive gambling
- New appointments to ANJ include Deputy Director General Pauline Hot and members Justine Atlan and Olivia Petit
France’s National Gaming Authority (ANJ) has revealed that gambling operators plan to increase their promotional investments by 11% in 2025, reaching €695m ($722m), despite the absence of major sporting events this year.
This strategic shift comes after a fruitful 2024 for operators, which saw a 13% increase in online player accounts during the Euros and Olympic Games.
The planned expenditure encompasses both marketing expenses and financial rewards, with digital media continuing to dominate at 45% of investments, followed by traditional media at 32%.
Sports sponsorship is set to see a significant increase of 23%, while financial rewards will rise by 11%, accounting for 58.5% of the overall budget.
In response to these promotional strategies, the ANJ has mandated that the four largest online operators – who represent 85% of promotional investments – must reduce their promotional budgets. These operators must present their revised plans by 17 February 2025.
Good to know: The regulatory body noted that operators largely complied with previous recommendations, with 2024 marketing budgets coming in 8% below the forecasted amounts
The Authority has also called for moderation in sports partnerships to minimise the risk of encouraging excessive gambling or attracting minors.
In related developments, the ANJ has strengthened its oversight capabilities with the appointment of Pauline Hot as Deputy Director General, along with two new college members: Justine Atlan from the e-Enfance Association and Olivia Petit from Kedge Business School.
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