The global sports betting giant Bet365 is preparing to re-enter the regulated market of France in the coming months, marking a significant return to a key European territory after a 15-year absence.
The UK-based company was active in France prior to the country’s regulation of online sports betting, poker, and horse racing in 2010 but opted not to pursue a license at that time.
This planned launch, which was first reported by SBC, is aligned with the company’s ongoing global expansion and is timed to capitalize on the building excitement for the 2026 FIFA World Cup.
Bet365’s interest in the French market is no surprise to industry observers, as the company has been closely monitoring its development for years and participated in the French government’s iGaming roundtable discussion in November 2024.
The re-entry comes with significant challenges, most notably France’s notoriously high tax rates, which include a tax of nearly 70% on gross gaming revenue and a 15% tax on advertising spend.
Despite this hostile fiscal environment, industry insiders believe Bet365 is prepared to invest significantly to capture market share.
A French license would also unlock substantial marketing value, allowing the operator to activate its ongoing UEFA Champions League sponsorship in local stadiums.
This strategic move into France comes during what has already been a banner year for Bet365.
The company has made considerable strides in the US market, where it now competes on equal footing with major brands like ESPN Bet in key states.
his aggressive but thoughtful growth, backed by strong financial results, including a 9% year-over-year revenue increase to £3.7 billion, demonstrates that Bet365 is entering the challenging French market from a position of considerable strength.
