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.