The national gaming authority rejected the 2023 promotional strategy of the Française des Jeux (FDJ), deeming it not “limited and measured” enough. For the regulator, operations must “above all consist of informing potential customers” of the existence of the offer, but not of “actively stimulating” them.

The national gaming authority (ANJ) has rejected the promotional strategy of the Française des jeux (FDJ), which, it notes, has planned throughout the year a “very large” number of campaigns maintaining a “significant and continuous” advertising exposure of the public, including minors and vulnerable people. In particular, the use of influence, the highlighting of jackpots or even “catchy slogans” pose difficulties.

The regulatory authority, which approves the promotional strategies of companies active in the gambling sector each year, also points to a “significant” part of its strategy focused on “the group’s societal contribution”, which could ultimately create a ” direct link between the consumption” of games and a cause of general interest, and ultimately “trivializing or generalizing the practice of gambling”.

The ANJ only rejected the FDJ’s promotional strategy, and approved 18 others. In 2022, the authority had already expressed reservations about the group’s strategy, reservations to which the gambling juggernaut “only partially responded”.

Promotions should “inform” not “stimulate”
Heir to the national lottery, the FDJ has retained its monopoly, a status imposing on it a “demanding” legal framework, implying that its promotional policy “remains measured and limited”, recalls the ANJ. These promotions must therefore “above all consist in informing their potential customers” of the existence of the offer, but not in “actively stimulating them” and encouraging the practice of gambling, explains the regulator.

In the coming months, the ANJ could propose “additional measures” to the public authorities “to strengthen the supervision of advertising” for gambling. The continuous presence of campaigns is one of the points of vigilance common to gambling operators pointed out by the ANJ, because they “tend to include gambling in the daily life of the French”, as a product of current consuption. The operator now has a maximum period of one month to submit a new request for approval of its promotional strategy.

20.6 billion euros in stakes in 2022, an amount up by 8.7%

La Française des jeux has garnered 20.6 billion euros in bets in 2022, an amount up 8.7% over one year thanks to “significant growth” in the lottery in particular, and it reiterated its objectives for the ‘current year.

Turnover rose by 9.1% to 2.46 billion euros, slightly better than expected. CEO Stephane Pallez welcomed a “year of very good results” due to “significant growth” in activity in the 30,000 points of sale of the FDJ network and “a continuation of the digital dynamic”.

For 2023, the group expects a 20% increase in uploads, slightly higher than this year (+16%), an increase in its turnover of “4 to 5%” and a gross margin current operating income stable at “about 24%” – because the group will have to absorb an increase in its costs (price of transport, paper) linked to the rise in inflation.