(AsiaGameHub) –   bet365 has officially introduced its online sports betting platform in France, following authorization from the Autorité Nationale des Jeux (ANJ).

The UK-headquartered betting and gaming firm announced its availability to users via its website and mobile application, incorporating features like Bet Builder, Bet Tracker, and the recently introduced ‘Sub On Play On’.

This expansion coincides with the commencement of a busy summer sports schedule, highlighted by the 2026 FIFA World Cup, scheduled to begin on 11 June.

In addition to football’s premier event, the French Open tennis tournament commenced earlier this week at Roland-Garros, and the Tour de France is set to start in July.

Concurrently, France’s Paris Saint-Germain seeks to defend its UEFA Champions League title on 30 May against Arsenal, in a competition where bet365 serves as an official global partner.

For an extended period, France remained one of the few major European markets where bet365 had not yet established a presence, having previously launched in countries such as Spain, Italy, Germany, and the Netherlands.

Nevertheless, a licensing procedure reportedly initiated last year has now concluded, with this expansion complementing the company’s growth in the US following its launch in Michigan earlier this year.

Challenging environment in a competitive market

While bet365 is among the most recognized names in sports betting, the company will face competition from brands that have already secured leading positions in the French market.

These operators include FDJ United’s Unibet, Betclic – a brand integrated with Tipico under the Banijay Group – and Winamax. Additionally, other brands like PMU Sport, NetBet France, and Vbet France also possess market share.

bet365 will also need to navigate the difficulties presented by Europe’s most rigorous tax framework.

In addition to a public levy of 44.3% on gross gaming revenue, online sports betting operators must also contribute 15% of GGR to a social security charge. Consequently, the company’s effective tax rate will reach 59.3%, significantly higher than the rates it currently pays in numerous other territories.

Despite these obstacles, the operator lauded the entry as a crucial achievement in its expansion strategy, as it enters a market that, according to ANJ data, generated €14.1 billion in GGR in 2025.

Alex Sefton, bet365’s Global Chief Marketing Officer, stated: “bet365’s growth strategy has consistently focused on integrating the scale, technology, innovation, and expertise of a global brand with a deep understanding and appreciation of local customs and culture.

“Our entry into France will follow the same principle. We are delighted to develop a product and experience specifically designed for French players, operating within a framework that fully adheres to the requirements of the French National Gaming Authority.”

World Cup excitement at its peak

bet365’s introduction in France is ideally timed ahead of next month’s World Cup, as the operator aims to capitalize on one of the most profitable global sporting events for sports betting firms.

France is considered one of the tournament favorites, and the nation is looking to regain the trophy it last secured in 2018, having been defeated by Argentina in the 2022 World Cup final in Qatar.

The enlarged tournament, which will include 48 teams for the first time, is anticipated to break all prior betting records.

Over $60 billion is projected to be wagered on the tournament, according to H2 Gambling Capital, representing a 71% increase compared to the 2022 World Cup in Qatar.

Focusing specifically on France, the ANJ observed a 56% rise in online stakes between the 2018 and 2022 editions of the tournament, and there is no indication that this upward trend will reverse for this year’s World Cup.