The National Gaming Authority of France (ANJ) has officially approved the promotional strategies for licensed operators for the year 2026. The regulator revealed that the industry is planning a massive surge in advertising expenditure. Total promotional spending is projected to reach €785 million, marking a 25% increase compared to the previous year.
World Cup Drives Investment
The primary catalyst for this spending hike is the dense sports calendar. Operators are positioning themselves to capitalize on major events such as the Winter Olympics and the football World Cup. The ANJ report indicates that €319 million will be allocated to direct marketing budgets, while a further €466 million is earmarked for financial bonuses and player rewards. Companies argued that this increased investment is necessary to remain competitive during these high visibility periods.
Strict Regulatory Conditions
While the ANJ granted approval for the 2026 promotional strategies, it attached stringent conditions to the authorization. Operators are strictly prohibited from exceeding their declared budget caps. Additionally, any significant movement of funds between different spending categories may trigger immediate compliance audits. This oversight follows a year where actual spending dipped 8% below forecasts due to new tax burdens.
Digital Dominance and Player Protection
Digital channels continue to absorb the largest share of the budget, accounting for 44% of total spend. However, the World Cup year will see a resurgence in traditional television and out of home advertising. The ANJ has partnered with advertising standards bodies to monitor the content of these campaigns closely.
The regulator has already intervened in several cases, ordering operators to reduce social media budgets and scale back retention bonuses to ensure vulnerable players are protected from excessive exposure.
