bet365 has officially launched its online sports betting platform in France after receiving approval from the Autorité Nationale des Jeux (ANJ).
The UK-based betting and gaming company confirmed that it will now be available to players across its website and mobile app, which will include features such as Bet Builder, Bet Tracker and the recently launched ‘Sub On Play On’.
The move comes as a packed summer of sport gets underway – headlined by the 2026 FIFA World Cup, set to kick off on 11 June.
Alongside football’s biggest event, the French Open tennis began earlier this week at Roland-Garros, and the Tour de France begins in July.
Meanwhile, France’s Paris Saint-Germain are aiming to retain the UEFA Champions League on 30 May when they take on Arsenal in a tournament that bet365 is an official global partner of.
For many years, France has been one of the last big markets in Europe that bet365 had not established itself in, having already entered the likes of Spain, Italy, Germany and the Netherlands.
However, a licensing process that reportedly began last year has now been completed, with the expansion complementing the company’s growth in the US through its launch in Michigan earlier this year.
Tough conditions in a crowded market
Although bet365 is one of the most recognisable names in sports betting, the company will be competing against brands that have established themselves at the forefront of the French market.
Amongst these operators are FDJ United’s Unibet, Betclic – a brand merged with Tipico under the Banijay Group umbrella – and Winamax. Meanwhile, other brands such as PMU Sport, NetBet France and Vbet France also hold market share.
bet365 will also have to contend with the challenges posed by the most stringent tax regime in Europe.
Alongside a general public levy of 44.3% on gross gaming revenue, online sports betting operators are also required to contribute 15% of GGR to a social security levy. As a result, the company’s effective tax rate will be 59.3%, dwarfing the rate it is currently paying in many other jurisdictions.
Despite these challenges, the operator hailed the move as a significant milestone in its expansion strategy as it enters a market that generated GGR of €14.1bn in 2025, according to data from the ANJ.
Alex Sefton, bet365’s Global Chief Marketing Officer, commented: “bet365’s expansion strategy has always been built around combining the scale, technology, innovation and expertise of a global brand with the understanding and appreciation of local customs and culture.
“Our arrival in France will be no different. We’re thrilled to create a product and experience tailored specifically for French players, within a framework fully compliant with the requirements of the French National Gaming Authority.”
World Cup fever in full swing
bet365’s launch in France is perfectly timed ahead of next month’s World Cup, as the operator seeks to reap the rewards of one of the most lucrative global sporting events for sports betting companies.
France is among the favourites for the tournament, and the country is seeking to reclaim the trophy it last won in 2018 after losing to Argentina in the final of the 2022 World Cup in Qatar.
The expanded tournament, which will feature 48 teams for the first time, is set to smash all previous records for betting.
More than $60bn is expected to be wagered on the tournament, according to H2 Gambling Capital, a 71% increase compared to the 2022 World Cup in Qatar.
Looking more specifically at France, the ANJ found that online stakes increased by 56% between the 2018 and 2022 editions of the tournament, and there is no reason to suggest that this trend will reverse for this year’s World Cup.
