Bet365 launches in France in April 2026
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27 Apr 2026 •
Reading time: 3 minutes
Bet365 officially enters the French market with a licence from the National Gaming Authority (ANJ).
A decision that shifts the market balance
On 16 April 2026, the ANJ granted a licence to Hillside (New Media Malta) Plc, the entity operating the bet365 brand. Valid for five years, it now authorises the operation of online sports betting via the bet365.fr website.
The industry has been closely monitoring this development for several months. With this licence, there are now 16 licensed operators vying for French punters.
Marketing pressure set to skyrocket
The French sports betting market is already characterised by intense advertising. The main operators invest tens of millions of euros each year to attract and retain players. With bet365, this pressure could reach new heights.
Founded by Denise Coates, the company has considerable financial resources and ranks among the most profitable firms in the sector worldwide. Its strategy is well known: invest heavily to quickly gain market share.
With the Champions League finals just a few days away — a competition sponsored by bet365 — media exposure is at its peak. Furthermore, bet365 has been featured on advertising hoardings in European stadiums since 2024. This consistent presence has already firmly established the brand in the minds of the French public.
A gradual strategy for long-term establishment
The licence issued by the ANJ currently covers sports betting only. bet365 has chosen to establish itself in a key segment first before expanding its offering. Poker, in particular, is expected to follow shortly via the iPoker network, already used by several operators in France. A decision from the ANJ’s board is expected on this matter at a forthcoming meeting.
This gradual approach allows the company to secure a foothold in the market whilst preparing for wider expansion. It also provides time to adjust the strategy based on initial user feedback.
The French market at a turning point
The French sports betting market has long been considered difficult to enter. Between high taxation, a strict regulatory framework and fierce competition, few foreign operators have managed to establish a lasting presence there.
However, its potential remains considerable. The volume of players, the level of engagement during major competitions and the maturity of the market make it a particularly attractive arena.
Established operators will have to adapt to the arrival of a new competitor. This will require changes to their marketing, product innovation and customer loyalty strategies. With major sporting events on the horizon, the competition is set to be fierce.
Bet365 in Belgium
Bet365 is currently not accessible in Belgium as the operator does not hold a licence issued by the Gaming Commission. Consequently, it cannot legally offer its services to Belgian players and access to its website is blocked within the country in order to comply with current regulations.