bet365 Enters France as ANJ Licence Opens New Growth Lane
bet365 is now live in France, licensed by the Autorité Nationale des Jeux (ANJ). The operator, which serves more than 120 million customers across regulated markets worldwide, has made its French offer available through bet365.fr and its iOS and Android apps.
Timing works in the company’s favour. The launch coincides with Roland-Garros, the UEFA Champions League Final, the 2026 FIFA World Cup and the Tour de France, a concentrated stretch of major events that gives the operator a busy opening window in a new market.
On the product side, the French offer includes Bet Builder, Cash Out, Sub On Play On, Bet Tracker and Match Live. Bet Builder spans 16 sports, while Sub On Play On keeps selected player bets active when a footballer is substituted.
Alex Sefton, bet365’s global chief marketing officer, said the expansion model combines “the scale, technology, innovation and expertise of a global brand” with local market requirements. The French product is built to comply fully with ANJ rules, he added.
Player protection features are also part of the French rollout. Beyond the ANJ-mandated tools such as self-exclusion and voluntary gambling bans, bet365 will run its Early Risk Detection System to flag problematic behaviour patterns. A partnership with ARPEJ, a French association focused on gambling harm research and prevention, adds another layer to those efforts.
Poker and horse racing are next. bet365 confirmed both products are planned for France, with separate announcements to follow at launch.
TGJ Take
France is not a volume-first market. ANJ scrutiny and a mature regulatory framework put product depth ahead of launch noise, which makes bet365’s feature-led approach the right call for this market. The near-term test is whether tools like Bet Builder and Sub On Play On resonate with French bettors in a meaningful way. Affiliates should watch the poker and horse racing rollout closely, because that is where bet365 can extend its French player value well beyond sports.
