Bet365 finally arrives in France
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30 May 2026 •
Reading time: 3 minutes
Bet365 launched its online sports betting service in France on Tuesday 26 May 2026 after obtaining a licence from the French National Gaming Authority (ANJ). The operator also holds licences for horse racing and poker, two activities set to follow shortly.
A much-anticipated arrival
Bet365 officially launched its sports betting service on Tuesday 26 May 2026, accessible via bet365.fr and its mobile app. This launch marks a significant milestone for a company that had remained on the sidelines of the French market since the opening of the online gambling market in 2010.
Bet365 received its sports betting licence from the National Gaming Authority on 16 April 2026. A few weeks later, on 19 May, the operator also obtained licences for horse racing and poker. For the time being, only the sports betting service is active. Horse racing and poker are set to follow at a later stage.
The French market, however, remains strictly regulated. Online casino games remain prohibited under the current regulatory framework. Bet365 will therefore have to build its presence around authorised activities: sports betting, horse racing betting and poker.
Bet365 is presenting its launch in France as a strategy tailored to the local market, rather than simply an extension of its international offering. Alex Sefton, Bet365’s Global Marketing Director, summed up this approach:
“Bet365’s expansion strategy has always been based on combining the scale, technology, innovation and expertise of a global brand with an understanding and appreciation of local customs and culture. Our arrival in France will be no exception. We are delighted to be creating a product and an experience specifically tailored to French players, within a framework that fully complies with the requirements of the National Gaming Authority.”
A launch designed around the live experience
Bet365’s initial offering in France is not limited to simply opening an online sports betting platform. The operator is highlighting several features designed to support players during matches.
These include customised accumulator bets, early cash-out, bet tracking and a promotion linked to substitutions during the match. These tools focus on live engagement, personalisation and real-time tracking of sporting events.
A sporting calendar that comes at just the right time
The French launch of Bet365 comes at a strategic moment. The Champions League final is scheduled for the following week, with French champions Paris Saint-Germain taking on English Premier League winners Arsenal in Budapest.
Bet365 has been an official global partner of the Champions League since a three-year agreement was signed with UEFA in the summer of 2024. This partnership enhances the coherence of the schedule: the French launch comes at a time when football fans’ attention is focused on a competition already associated with the brand.
The sporting context extends beyond football. Bet365’s entry also coincides with the early rounds of Roland-Garros, another major event for the French public. Finally, it comes just over two weeks before the start of the World Cup. Over the course of a few weeks, the French market will therefore see a series of key events capable of generating significant interest in sports betting.
Responsibility at the heart of the launch
The arrival of a new global operator inevitably raises the issue of preventing excessive gambling. As part of its launch in France, Bet365 has partnered with the Association for Research and Prevention of Problem Gambling.
This partnership places responsibility at the very moment of commercial entry into the market. In a sector where growth must be balanced against player protection requirements, this is no minor matter. It is set against a French backdrop where the regulatory framework is highly robust and where the National Gaming Authority plays a central role.
The arrival of Bet365 in France marks a new chapter for the online betting market. The operator has clear strengths: a well-known brand, proven technology, extensive experience in live betting and, now, several regulatory licences. But the challenge remains considerable. France already has powerful players, well-established brands and a precise legal framework.