With major sporting events approaching in 2026, the French gambling market is set to experience rapid growth. The French National Gaming Authority (ANJ) is strengthening its control measures to regulate operators’ practices and protect players.
2026, a high-pressure year for gambling
With several months to go before the major global sporting events, some sports betting sites are already offering promotions linked to the Football World Cup. It is a well-known fact to the regulator that major international competitions are powerful drivers of gambling consumption.
According to data examined by the ANJ, operators’ promotional investments will reach €785 million in 2026, an increase of 25% compared to 2025. This spectacular growth will be driven mainly by marketing expenditure and financial rewards for players. Marketing expenditure alone is expected to increase by 28%, with a very clear concentration: 21% of budgets will be committed in June and July alone, the key period of the Football World Cup.
Annual review of promotional strategies
As it does at the beginning of every year, the ANJ scrutinises the promotional strategies of all market players. The review covers 17 licensed online gaming operators, plus two operators with exclusive rights, Française des Jeux and PMU.
The regulator uses a rigorous analysis grid, the philosophy of which is clear: to allow operators to promote a legal offering, while avoiding any excessive or irresponsible incentives. The Authority rarely rejects the proposed plans. However, in 2024, the operator Winamax was forced to radically review its strategy in order to reduce its budget for financial rewards.
The ANJ is imposing a new rule in 2026: operators must not exceed the overall budget announced in their promotional strategy. Any internal reallocation of expenditure will be strictly limited. Until now, a certain degree of flexibility was tolerated during the year. The regulator has now announced the implementation of a reinforced control strategy to ensure compliance with this obligation and prevent opportunistic abuses in the midst of international competition.
Television, digital, advertising: the return of the general public
Contrary to popular belief, traditional television and radio are regaining a central place in operators’ strategies. The aim is to reach a wider audience and attract new players. These media offer immediate and massive visibility, which is particularly sought after in the run-up to major sporting events.
At the same time, digital channels remain essential. They enable precise targeting and individualised player stimulation. Online search, personalised marketing, partnerships with influencers: these levers continue to be widely used, as does urban advertising, which is set to grow significantly by 2026.
Improvements in advertising discourse
Since 2020, the ANJ has noted a significant improvement in the tone of the messages broadcast by operators. The most aggressive or misleading messages have declined, under the combined effect of regulation and public pressure.
However, the risk remains, particularly during sports broadcasts. This is why the ANJ has proposed a ban on gambling advertisements five minutes before the match, during the match and five minutes after. This measure, inspired by practices in other countries, is intended to reduce public exposure at the moment when sporting excitement is at its peak.
Higher taxation on advertising
Another regulatory lever is taxation. Since 1 July 2025, a 15% tax has been applied to operators’ advertising and promotional expenditure, excluding sponsorship. This measure aims to curb inflation in marketing budgets while generating resources for public prevention policies.
Between now and the World Cup, the ANJ also plans to launch a national prevention campaign to raise awareness among players of the risks associated with excessive gambling and to remind them of the support mechanisms available.
As 2026 approaches, the ANJ intends to fully assume its role as regulator. By strengthening its controls, setting clear limits and engaging in dialogue with the public authorities, the regulator is preparing a stricter but also more transparent framework.