Banijay Gaming is looking to significantly strengthen its position in the French market through the acquisition of the casino network of Groupe JOA.
Whilst final formalities are still to be confirmed, the move would be one of significance for Banijay as the firm potentially adds 33 casinos to its network.
Banijay has previously laid out its ambitions for digital growth, a strategy that is underpinned by this latest deal.
The group emphasised that it is aiming to become a diversified European gaming leader, marrying Betclic’s digital expertise and JOA’s nationwide retail presence to bolster the omnichannel experience.
Nicolas Béraud, Chairman of Banijay Gaming, commented: “Customers increasingly expect seamless experiences across digital and physical environments, and this transaction positions us perfectly to respond to that evolution. We look forward to supporting JOA’s next phase of development by bringing our expertise in technology, artificial intelligence and data, while preserving the entrepreneurial culture and operational excellence that have made the company successful.”
Established in response to the lucrative deal for Tipico in April, Banijay Gaming – a standalone gambling division looks to tap into the portfolio and capabilities of Betclic, Tipico and now JOA under a single European platform.
Challenges remain in the French market, though, as it prepares for a new era of high taxation.
The Social Security Financing Act is set to elevate duties across both online and land-based gambling to raise revenues for the country’s social security system.
For online sports betting operators, the effective fiscal burden increased from 54.9% to 59.3%, while France’s casino sector also absorbed higher fiscal charges, with the combined burden of state duties and municipal levies now estimated at between 57% and 60% of gross gaming revenue for many physical establishments.
It marks one of the most significant reforms in recent history when it comes to the French gambling market. However, Banijay has expressed strong confidence in the French market, fuelled by the acquisition of Tipico.
Banijay Group CEO François Riahi said: “The acquisition of Tipico has transformed us into a diversified omnichannel European leader in gaming, and the acquisition of JOA is fully relevant with this evolution. As in Germany and Austria, we will become a leader in land-based gaming in another of our core countries: France.”
