France’s gambling market rebounded in 2024 with a rise in younger and female players driving renewed momentum across verticals. The market showed signs of recovery after two years of declining active player accounts, according to the latest data from l’Autorité Nationale des Jeux (ANJ).
But as operators gear up for growth, the upcoming tax hike in July could temper the optimism. Industry voices are already warning that new fiscal pressures could erode gains just as momentum returns to the French market.
Younger and female audiences power market revival
The number of active player accounts (APAs) rose 11% year-on-year to 5.7 million in 2024. This upward trend was evident across major verticals: sports betting APAs climbed 13%, poker saw an 11% increase, and horse racing rose 4%. 
Online gross gaming revenue (GGR) reached €2.6 billion, accounting for 18.6% of France’s total gambling market. That’s a 12% increase from the previous year, with online sports betting leading the way. It generated €1.8 billion in GGR and now represents 69.2% of the total online market.
A standout metric in 2024 was female participation in sports betting, which jumped 14.5% to reach half a million players. The ANJ attributed this shift to more visibility of women’s sports and what it called a “catch-up effect”. Women aged 25 to 34 represented the largest age group within this demographic.
Operators increase ad budgets despite regulator pushback
As engagement climbs, so do marketing budgets. French operators reported an expected 11% rise in promotional spend for 2025, targeting a total of €695 million. This figure includes both marketing campaigns and player bonuses.
The ANJ has responded by urging a reduction in promotional activity. In its 2024 market review, the regulator cautioned that aggressive commercial strategies may increase player risk. “The dynamics of the online market are the result of the aggressive commercial policies implemented by operators,” it said, citing cross-selling tactics and high-value bonuses.
Online sports betting to face higher taxation from July
Starting this summer, new fiscal measures will reshape the operating environment. Online sports betting contributions to France’s social security system will rise from 10.6% to 15%. On-premises contributions will increase from 6.6% to 7.6%.
Additionally, the 2025 finance bill includes a 15% tax on commercial communication expenditure for online sports betting operators. The ANJ is closely monitoring how this will impact investment in the second half of the year.
Operators have begun voicing concerns. FDJ United’s 2024 tax bill reached nearly €45 million, with a projected rise in 2025. Betclic Everest Group owner Banijay Group estimates a €20 million tax impact next year and is preparing to challenge the increases. CEO François Riahi has described the new measures as “anti-competitive”.
Growth tempered by uncertainty
France’s gambling sector is showing clear signs of rejuvenation, with strong online performance and changing player demographics. Yet the looming tax adjustments may force operators to rethink their strategies just as the market regains its footing.
Whether 2025 continues the upward trajectory or signals a pause will depend largely on how operators adapt to the country’s evolving regulatory and fiscal landscape.
