SBC News Voice of the Sports Betting Industry
Just before the Euros 2024, the National Gaming Authority of France (ANJ) is launching a gambling risk prevention campaign.
Designed by Rosbeef! agency, the initiative focuses on curbing risks of addiction associated with sports betting.
In its 2024-2026 strategic plan, the ANJ has focused on a drastic reduction in the share of excessive gamblers within three years as a priority objective.
It’s a numbers game
The authority reported that of the over €4bn in online bets made in 2023, football remains the sport with the highest number of bets in the country.
A total of 64% of sports bettors are between 18 and 34 years old, and there were more than 4 million active accounts in 2023 with an average annual stake of €1,982 per account.
Going further back, Euro 2020 generated €700m in stakes (online and at points of sale), whereas the 2022 World Cup recorded €900m in stakes.
The authority stated: “Given the evolution of the sports betting market and the stakes recorded during the last competitions, a stake amount approaching €1bn could be reached. The course of the French team will nevertheless be decisive in the amount of stakes.”
In terms of the upcoming Euro 2024, held in Germany this month, the ANJ has revealed that more than half of French people say they intend to follow the competition (55%).
ANJ added: “If more than half of the people who plan to follow the Euro football plan to make a friendly bet with their loved ones, more than a third intend to bet money on the matches (35%) and 44 % among those under 35.
“The French team’s matches are those which generate the most betting intentions.”
The campaign
ANJ highlighted that the risks of addiction and dependence associated with sports betting are identified in 8 out of 10 French people (82%), and by a higher proportion of those who plan to bet during the Euros. This level of perception is up nine points compared to 2022.
The Games Observatory estimated in 2019 that there were 1.4 million gambling players at risk, including nearly 400,000 at the pathological level.
For the new campaign, if most bettors have a recreational and controlled practice, the objective is to make an impression by “bringing to life the legal notices” which appear on advertisements for gambling – which the ANJ stated “few people really look at”.
By dedicating a deliberately disproportionate part of the visual to them (the yellow banner takes over) and by telling the real stories of sports betting addiction, the message of the mentions becomes stronger and less theoretical, the authority explained.
The messages link to the Evalujeu site, which allows a person to evaluate their playing practice and obtain appropriate advice to maintain control.
The site also allows someone to obtain information on the support systems and structures available to players and those around them.
