Bet365 is preparing to re-enter the French market, aiming to launch before the 2026 FIFA World Cup. The operator was previously active in France before stricter online gambling laws came into effect in 2010. After years of monitoring market changes, Bet365 now sees an opportunity to make a comeback just in time for the world’s biggest sporting event.
Strategy Meets Regulation
France has one of Europe’s most complex regulatory structures for online gambling. Bet365 has been following developments closely, taking part in government discussions in late 2024. The company’s challenge will be balancing its entry strategy with heavy taxation, as gross gaming revenue in France faces nearly 70 percent in taxes and advertising is subject to an additional 15 percent levy. Despite these costs, Bet365 is reportedly prepared to invest significantly in brand awareness and market share.
Securing a local license would allow Bet365 to promote its services during French sporting events, including UEFA Champions League matches, where only limited branding has been possible through its live-score platform.
A Timed Move for Global Growth
This expansion aligns with Bet365’s broader international growth strategy. The company is now licensed in 14 U.S. states and has recently expanded its operations in Denver. Financially, Bet365 continues to show strong performance, with annual revenues climbing 9 percent year over year to reach £3.7 billion in the fiscal year ending March 2024.
If all goes according to plan, the French market could once again become a key territory for the brand. With its global recognition and resources, Bet365 appears ready to compete against established operators. The timing is strategic, and the World Cup could provide the ideal platform to reintroduce Bet365 to millions of French bettors.
