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ANJ Increases Oversight on French Gambling Promotions in 2024



ANJ’s Rigorous Monitoring of French Operator Promotions Amid Major Sports Events

The Autorité Nationale des Jeux (ANJ), France’s gambling regulatory authority, is tightening its scrutiny of promotional activities by licensed operators, particularly in anticipation of high-profile sporting events in 2024, including the Euro 2024 and the Paris Olympics.

Heightened Focus on Euro 2024 and Paris Olympics

With France set to host the 2024 Paris Olympics and actively participate in the Euro 2024 in Germany, the ANJ is urging betting firms to exercise moderation in their marketing efforts. The regulator’s primary concern is to mitigate excessive advertising pressure, especially during these significant sports events.

Operators’ Strategies Under the Microscope

In its comprehensive review of promotional strategies for 2024, the ANJ analyzed submissions from 16 approved online operators and two exclusive rights operators, La Française Des Jeux and Pari Mutuel Urbain. The watchdog noted a continuation of 2023 strategies, aimed at player retention amidst a busy sports calendar.

Promotional Strategy Guidelines and Restrictions

The ANJ’s guidelines stress the need for operators to moderate financial rewards and ensure they are clear and understandable to the public. Moreover, firms are advised against offering rewards to players identified as potentially excessive or at risk of problem gambling.


Specific Case: WINAMAX’s Strategy Rejection

The regulator partly rejected the promotional strategy of WINAMAX, particularly regarding bonuses and financial rewards. This action underscores the ANJ’s commitment to upholding responsible marketing practices in the online gambling sector.

2024 Marketing Budgets and Focus

Projected to rise by 14% year-on-year, the promotional budgets for French-licensed online sports betting and gaming operators are expected to hit €670m in 2024. A significant portion of this budget, approximately 30%, is earmarked for the period encompassing the UEFA Euro 2024 and the Olympic Games in Paris.

Distribution of Marketing Expenditures

The ANJ’s analysis revealed that nearly 59% of the operators’ marketing budgets are allocated towards bonuses and free bets, primarily to attract new players. This investment trend highlights the competitive nature of the online gambling market in France and the importance of regulatory oversight to maintain responsible gaming practices.

ANJ’s Role in Ensuring Responsible Gambling

The regulatory body’s increased vigilance and stringent guidelines for promotional activities reflect its commitment to ensuring a responsible and ethical gambling environment in France. By closely monitoring operator strategies, the ANJ aims to safeguard players and maintain the integrity of the gambling sector during these high-profile sporting events.


Jerome, a valuable addition to the Gamingo.News team, brings with him extensive journalistic experience in the iGaming sector. His interest in the industry was sparked during his college years when he participated in local poker tournaments, eventually leading to his exposure to the burgeoning world of online poker and casino rooms. Jerome now utilizes his accumulated knowledge to fuel his passion for journalism, providing the team with the latest online scoops.

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FDJ’s Acquisition of Kindred Group Shaping the Future of Global Gaming



FDJ’s acquisition of Kindred Group, facilitated by regulatory approval and strategic shareholder engagement, signifies a transformative moment in the gaming industry. This deal exemplifies the intricate balance between regulatory compliance, shareholder value, and strategic growth ambitions. As the industry stands at the cusp of further consolidation and innovation, the FDJ-Kindred transaction heralds a new era of strategic realignment and competitive positioning in the global gaming landscape.

A Monumental Shift in Gaming Dynamics

The Swedish Financial Market Supervisory Authority (SFSA)‘s approval of Française des Jeux’s (FDJ) offer to acquire Kindred Group marks a pivotal moment in the global gaming and betting sector. This green light not only accelerates FDJ’s strategic expansion but also underscores the evolving landscape of international gaming regulations and corporate alignments.

Navigating Regulatory Waters

The SFSA’s endorsement is a crucial step in FDJ’s ambitious acquisition plan, setting the stage for a public offer slated to commence imminently. This regulatory approval highlights the meticulous scrutiny and compliance standards governing mergers and acquisitions within the sector, ensuring that such transactions align with market stability and shareholder interests.

A Call to Action for Kindred Shareholders

The forthcoming Extraordinary General Meeting (EGM) represents a critical juncture for Kindred Group, with proposed statutory amendments necessary for facilitating the acquisition. This meeting, aimed at achieving the requisite shareholder consensus, signals the importance of shareholder engagement in steering corporate direction and strategy.


The Path to Acquisition: Shareholder Conviction and Strategic Vision

FDJ’s pursuit of Kindred Group, contingent upon securing 90% of total capital, reflects a strategic maneuver to consolidate its position in the global gaming market. The offer per share, valuing Kindred at approximately €2.6 billion, has garnered unanimous board endorsement and significant shareholder backing, illustrating the alignment of strategic interests and the perceived value of this consolidation.

Activist Influence and Strategic Realignment

The role of activist shareholders, notably Corvex Management, in advocating for Kindred’s sale underscores the dynamic interplay between corporate governance and shareholder activism. Their successful campaign for board representation and strategic evaluation reflects a broader trend of active investor engagement in shaping corporate trajectories.

Implications for the Global Gaming Industry

This acquisition not only exemplifies the financial and strategic considerations underpinning such deals but also highlights the regulatory complexities and shareholder dynamics involved. As the gaming industry continues to evolve, driven by technological advancements and regulatory changes, the FDJ-Kindred merger serves as a case study in strategic growth, market consolidation, and the pursuit of competitive advantage.


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