Strategic Expansion Across Regulated Markets
Global betting giant bet365 is reportedly exploring entry into the French market, according to Gaming&Co. The Stoke-on-Trent-based operator, known for its strong presence in Europe and the United States, currently holds licences in the UK, Italy, and Spain, as well as in 15 U.S. states including Pennsylvania, Indiana, North Carolina, and Ohio.
Recent performance data highlights the company’s growing U.S. footprint. A report by Eilers & Krejcik Gaming found that the three months to 30 June 2025 marked bet365’s best quarter to date in the U.S., with its net gaming revenue share climbing to 4% in Q2.
Entering France would represent a strategic pivot for bet365, which recently withdrew from China to focus on regulated markets. Analysts suggest the move could solidify its European leadership amid intensifying competition.
French Market Opportunities and Challenges
France has offered regulated online sports betting, poker, and horseracing since 2010. While bet365 chose not to participate initially, the French gaming market has since expanded steadily, reporting €5.7 billion in GGR for the first half of 2025 — a 3.5% year-on-year increase.
However, challenges remain. The market is dominated by FDJ United, which holds a monopoly over retail sports betting and lotteries, and PMU, which controls horseracing. Moreover, France recently implemented a tax increase on online sports betting — raising rates from 54.9% to 59.3%, alongside a 15% advertising levy.
Despite these hurdles, bet365’s financial strength suggests it can absorb the costs. The company reported £3.7 billion in revenue and £400 million in operating profit for the fiscal year ending 31 March 2024.
If realised, bet365’s French entry could intensify competition and spur product innovation across France’s regulated betting sector — potentially reshaping one of Europe’s most tightly controlled markets.
