The French gambling authority ANJ granted the license under Decision No. 2026-114 on 16 April 2026. It was issued for Hillside (New Media Malta) PLC, the Malta-registered firm associated with Bet365’s online activities. The authorized offering consists solely of online sports betting and relates to the website bet365.fr.
Licence Clears the Legal Route
The licence is valid for five years from 16 April 2026. It is renewable but cannot be transferred to another company. Before full operation, the licence holder must also meet technical and certification obligations, including archiving and system security requirements.
This is not a broad gambling licence and it does not open the door to online casino activity in France. Bet365 is entering a market where sports betting, poker, and horse racing betting are regulated online. At the same time, online casino remains outside the licensed framework.
Why Timing Is Important
The 2026 FIFA World Cup is projected to increase betting and advertising activities in France. ANJ already issued warnings against over-reliance on advertising, as promotional budgets submitted by operators rose by more than 25%.
This places Bet365 in a situation with both opportunities and constraints. The company can now market its recognized international brand among the French players. At the same time, the regulator will be paying keen attention to ads related to the World Cup.
In addition, France is not a soft market to enter. ANJ’s 2025 market review reports total gambling gross gaming revenue of €14.1bn, an increase of 3% from the previous year. Among the different online verticals, online sports betting stands out with €1.766bn generated.
A New Challenge for Incumbent Operators
The market Bet365 will be entering already has formidable incumbents such as Betclic, Winamax, Unibet, and PMU. According to SBC/Gaming&Co and ANJ’s decision, the application was filed in January by Hillside (New Media Malta) PLC, the legal entity behind Bet365’s French sports betting licence.
The first impact will probably be seen in marketing costs and customer retention work. Affiliates, media buyers, and incumbent operators will need to factor in another major bidder in their competition for attention.
Still, the French market comes with limits for easy differentiation. The product range offered, type of bets available, regulations governing player protection, and advertising conduct, amongst others, are more strictly regulated, compared to some other jurisdictions.
Conclusion
Bet365’s French license is a significant milestone but not a market reset. Its brand name may raise the competition stakes before the World Cup. Yet, France’s licensing regime favors operators that know how local players behave and what regulatory boundaries need to be respected.
