SBC News Voice of the Sports Betting Industry
Stéphane Pallez has shared her ‘immense pride’ at unveiling FDJ United as the new corporate identity of the global Française des Jeux (FDJ).
The launch of FDJ United was formally announced on 6 March, coincided with the Paris Euronext gambling publishing its FY2024 results.
Changes announced following the enlargement of FDJ, completing its €2.5bn acquisition of Kindred Group, will see the PLC operate the four strategic units of French Gambling, European Online Gaming, International Lotteries, and IT & Payments Technology.
For Pallez, the rebrand signifies FDJ achieving a ten-year transformation to become European gambling’s largest PLC – “The privatisation of the group in 2019 was a major step in our evolution, along with the acquisition of the Irish lottery operator PLI in 2023, and then Kindred in 2024. These events placed us as one of Europe’s top three gaming operators, reinforcing our solid foundation and diversifying our capabilities.”
The rebrand carries strategic importance and logic as FDJ United becomes a company operating in 15 regulated gambling markets and employing over 5,000 staff members.
Of significance, FDJ United is the only European gambling PLC that has made a commitment to markets and investors to align its growth within 100% fully regulated markets.
The mandate underlines a new commitment to “making a positive impact” across all operating markets, FDJ United takes on the new slogan: Playful. Play fair. Play forward.
United identity upholds French heritage
Expanding internationally, FDJ United will endeavour to uphold its French heritage and social mandate as France’s biggest patron, providing funds for sports, culture, and good causes – “FDJ United embodies our ambition to act as a benchmark player in the gaming industry. As a unified entity, we will foster an international culture, drawing upon our rich heritage as La Française des Jeux while paving the way for future innovations and partnerships.”
Pallez concluded: “As we lift the curtain on our new corporate identity, we begin to build a new group based on a resolutely international identity and culture—one that resonates with our enduring values while embracing the dynamism of our global intentions.
Looking at everything we have achieved and at the bright future ahead for the new group, I am filled with enthusiasm and optimism as we take this bold step together.”
