Bet365 to Re-Enter the French Market Despite Tight Regulation and 70% Tax Rate

UK-based bookmaker Bet365 plans to enter the French online betting market in the coming months. According to SBC News, citing industry sources, the company is preparing to launch operations before the start of the 2026 FIFA World Cup.

Bet365 previously operated in France before the country introduced its regulated online betting framework in 2010. After licensing came into effect, the operator chose not to apply for an authorization but has closely monitored developments in recent years — particularly discussions around the potential legalization of online casinos. In November 2024, company representatives reportedly took part in a government roundtable dedicated to the issue.

Sources indicate that Bet365 is already working toward obtaining a French gambling license.

The operator appears undeterred by the country’s heavy tax burden, which includes an almost 70% gross gaming revenue (GGR*) tax and an additional 15% levy on operators’ advertising expenditure. Despite this, the company plans to invest in marketing and strengthen its local presence.

The launch in France will form part of Bet365’s broader international expansion strategy across regulated markets. The bookmaker continues to grow its footprint in the United States, where the brand is now active in 14 states, and has also been linked to a potential launch in New York.

France remains one of the largest online gambling markets in Europe, with sports betting serving as its main growth driver. Market leaders include Betclic and Winamax, while Parions Sport (the FDJ brand) and Unibet also maintain strong positions.

* GGR (Gross Gaming Revenue) — a key industry metric calculated as the total amount wagered minus total winnings paid out.