Operators have been made aware by the Autorité Nationale des Jeux (ANJ) that, for the first time, they are prohibited from exceeding their announced overall promotional strategy budget for 2026.
France’s national gambling authority has received the annual promotional strategies from the country’s 17 licensed online operators, as well as FDJ United and Pari Mutuel Urbain (PMU), as part of measures to help prevent excessive or pathological gambling and to protect minors.
With the FIFA World Cup and the Winter Olympics set to take place later this year, as well as the growing online market, the authority has decided to tell operators specifically “not to exceed their announced overall budget and to limit any reallocation of expenses”.
The ANJ has noted that some operators may reduce “their budget allocated to marketing operations or that dedicated to social networks, or showing moderation in the execution of sports partnerships”.
As a result, the ANJ has stated that most operators will be looking to consolidate their playerbase, with plans in place “to emphasise incentives that encourage player retention”, using strategies such as cross-selling and bonuses. However, the authority has warned that an operator may need to “significantly reduce its retention bonus expenses”.
Through its partnership with the ARPP, France’s advertising self-regulatory organisation, the authority has also notified that it will be “particularly vigilant” regarding content for the upcoming World Cup in June and July.
Proposals to more strictly regulate marketing spend were also reemphasised, including a whistle-to-whistle ban of advertising for sports betting during matches, stricter sponsorship regulations and enhanced protections for the most vulnerable.
2026 promotional budgets
The ANJ has highlighted a 25% uptick year-over-year in promotional budgets from gambling operators for the year ahead, up €156m compared to 2025 to €785m. This covers €319m in marketing expenses and €466m in financial rewards distribution.
Marketing investments have increased by 28% YoY (up €69m) and represent 40% of the overall budget. 21% of the total budget will be allocated to the FIFA World Cup.
The authority added that traditional media (TV) and outdoor advertising are increasing, but are still behind digital media, which holds a 44% share of spending. TV and radio sponsorship is also rising, “allowing operators to access traditional media at lower costs than conventional advertising space”.
Bonuses increased by 23% YoY (up €87m) with a 60% share of the overall budget, while sports sponsorships have risen by 14% in comparison to the previous year.
