Betsson secures entry for ‘Sportsbook Hot’ French market

Betsson AB will enter the French sports betting market in the fourth quarter of 2023 trading.

This morning, the Stockholm-listed online gambling group announced that it had secured a French license granted by l’Autorité Nationale des Jeux (ANJ).

The approval allows the group to launch its flagship Betsson brand in partnership via a ‘local joint venture’.

Updating investors, CEO Pontus Lindwall underscored the French entry as a key directive, continuing leadership’s strategic focus to diversify the group’s geographic and revenue makeup.

“I’m pleased that Betsson has obtained a license to offer sports betting in France, which is an important gaming market in Europe with great long-term potential for online gaming,” Lindwall said. 

“By combining our knowledge and experience as a global gaming operator with the local expertise of our partner, we can offer an unbeatable customer experience in sports betting in France.”

Spearheading developments, Betsson has established a new ‘France unit’ led by Sabri Tekaya (MD) and partner Nadir Ounissi.

Betsson France’s sportsbook will be powered by Sportradar, supported by a robust Player Account Management system provided by OMEGA Systems in which management outlined its commitment to serving recreational customers.

The firm’s French Partner, Sabri Tekaya, commented: “We are collaborating with experienced partners who have given us remarkable support, energy, and creativity throughout this journey. Our product and content are tailored to recreational players, and we genuinely look forward to offering our betting experience to French players.”

2022 saw French gambling achieve its highest-ever gross gaming revenues (GGR) of €12.9bn, recorded across all licensed segments by ANJ, the country’s unified gambling authority. 

Though figures were dominated by the performance of monopoly holders, Française des Jeux (FDJ) and Pari-Mutuel Urbain (PMU) which accounted for €8.2bn of total GGR — online sports betting continues to register year-on-year growth to €1.4bn.

Positive KPIs for French incumbents saw the ANJ cite that “sports betting accounted for 85% of ‘active player accounts’, which increased to around 4.5 million, with GGR generated per active player standing at an average of €312.”

Betsson France MD, Sabri Tekaya, remarked: “We have now reached this exciting moment after long and meticulous preparation. France is one of the largest European markets, and the Betsson Group is ambitious about engaging with all French players through its flagship brand.”

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