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:
| Vertical | APA Growth |
|---|---|
| Sports betting | +13% |
| Online poker | +11% |
| Horse race betting | +4% |
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 an 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:
| Category | Old Rate | New Rate |
|---|---|---|
| Online sports betting | 10.6% | 15% |
| Land-based sports betting | 6.6% | 7.6% |
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.
Related: turnkey online casino software, White Label solutions, gambling licences, casino promotion.
