The gambling market in France is growing: it’s a good time to buy a script for an online casino

The French gambling market in 2024 is showing a confident recovery after the pandemic downturns. The National Gambling Authority (ANJ) has reported growth across almost all indicators — from the number of active players to operator revenues. However, behind the positive figures lie systemic challenges: increasing tax pressure, overheated marketing activity, and a shifting player profile. All of these factors are crucial to consider if you are planning to launch a gambling project — in France or in other regulated markets.

The Market Rebounds: Growth in Players and Revenue

According to the ANJ report:

• Number of active accounts (APA) grew by 11%, reaching 5.7 million.
  For comparison: in 2023 the figure fell by nearly 4%.
• Total Gross Gaming Revenue (GGR) in the online segment rose by 12%, amounting to €2.6 billion — representing 18.6% of the overall French gambling market.
• Total GGR across all channels reached €14 billion (+4.7% year-on-year).

Growth was recorded across all major verticals:

Women in Gambling: A New Growth Driver

ANJ reported a surge in women’s interest in sports betting:

• +14.5% increase in female players in this category (up to 500,000 players).
• The main age group — 25–34 years (174,000 players).
• Next are 18–24 years (143,000) and 35–44 years (96,000).

This is a key signal for operators: the female audience is no longer a niche but a fully-fledged segment with distinct motivations, interests, and advertising responses. Their playing behavior differs: less impulsive, with stronger engagement in sports themes (particularly women’s championships).

Marketing: Rising Budgets Amid Absence of Majors

Despite the lack of major tournaments in 2025, operators reported a 11% increase in marketing expenditures, reaching €695 million. This amount includes both advertising and player bonuses.

The ANJ regulator expressed concern:

“The market is overheating due to aggressive bonus policies, cross-selling, and rising communication activity.”

What Does This Mean for New Projects?

• CAC (Customer Acquisition Cost) will continue to rise.
• To recoup marketing investments, a longer LTV is required — meaning quality UX, retention, and personalization are essential.
• The payback period (ROI) on marketing may extend to 12–18 months.

New Tax Regime: A Test for Operators

Starting July 2025, France will introduce new tax and social contribution rates:

Example:
If your online sports betting GGR amounts to €1 million, the tax burden will rise from €106,000 to €150,000 — an additional €44,000 in costs, without revenue growth.

The regulator directly warns of a potential decline in marketing investments in the second half of the year due to tax pressure.

What Does This Mean for You?

If you are considering launching a gambling project — here are the key takeaways:

• Growth continues. France remains a profitable market with a growing online segment and engaged audience.
• The audience is evolving. Women and younger demographics are shaping new consumption patterns, requiring adaptations in UX, marketing, and even gaming products.
• The cost of entry is rising. Marketing competition and taxation make launching more expensive. A clear retention strategy, analytics, and effective budget management are crucial.
• Risks are increasing. Legislative changes may alter the rules of the game within the year.

Conclusion: Early Movers Will Win

The French gambling market in 2024 demonstrates strong potential. But it is no longer the “Wild West” — it is now a mature, regulated environment where success goes not to the loudest, but to those who calculate most accurately. If you are preparing for launch or scaling up — the time to act is now, before the full implementation of new tax rates and declining margins.

Looking to launch an online casino or a betting platform? Build your strategy around the new reality — and leverage the trends to your advantage.