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ANJ orders major operators to slash promotional budgets

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ANJ orders major operators to slash promotional budgets

The French gambling regulator ANJ has mandated the country’s four largest online gambling operators to reduce their promotional budgets for this year.

This directive comes after an in-depth review of promotional strategies submitted by 16 approved operators and two exclusive rights holders, FDJ and PMU.

The analysis revealed a significant surge in promotional spending, with budgets increasing by 11% to reach €695m.

This figure includes both marketing expenses and bonus promotions. Marketing budgets alone rose by 12%, driven in part by a 5% inflation in advertising costs.

Digital media remains the dominant channel, accounting for 45% of total spending, while traditional media represents 32%.

Financial rewards, including bonus promotions, grew by 11%, representing 58.5% of the overall promotional budget. Sports sponsorship also saw a sharp 23% increase.

ANJ conditions

While the ANJ approved the strategies submitted by most operators, it imposed strict conditions to ensure responsible marketing practices.

The four largest operators, who account for 85% of the sector’s promotional spending, are specifically instructed to reduce their budgets.

Although the ANJ did not identify these operators by name, it emphasised that reductions must target financial retention rewards, advertising, and sponsorship expenses based on each operator’s profile.

Detailed plans outlining these budget cuts must be submitted to the ANJ by 17 February.

The ANJ has also urged operators to exercise moderation in sports sponsorships to minimise their influence on problem gambling and underage participation.

Furthermore, operators must exclude identified excessive gamblers from promotional communications and exercise heightened caution when targeting at-risk players, particularly in formats such as fast poker tournaments.

The regulator highlighted that major sporting events in 2024, including the Euro football championship and the Paris Olympic Games, contributed to a 13% rise in online gambling accounts.

This year, operators are expected to focus on consolidating their player bases through advanced targeting strategies and cross-selling initiatives.

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