The formal approval by ANJ means that Hillside has permission to conduct online sports betting using license number 0067-PS-2026-04-16-AGR-00. The licence will be valid for five years starting from 16 April 2026, and it cannot be transferred to another company.
A Licence Built Around Sports Betting Only
The license is specific to the bet365.fr domain. There is no coverage for casino, lottery, poker, or horse racing. In France, where online gambling has been segmented into well-defined verticals, this distinction is significant.
It is now legally possible for Bet365 to enter the market. For the French online betting sector, this approval means another international name added to the list of local and European operators.
Technical Rules Come Before Full Operation
The license means more than just a launch permit. Hillside will have to meet certain technical and certification obligations both before and after the start of activity.
The French decision addresses archive systems, certification by an independent party, system security, and integrity. One such certification must be sent within six months of the relevant technical system being put into operation. Another must be submitted within one year of the license date.
These provisions demonstrate how seriously the ANJ views sports betting as a regulated infrastructure issue.
Competition Will Tighten Before the World Cup
The approval timing is crucial from a business standpoint. The 2026 FIFA World Cup begins in June, and such big football events tend to lift betting volumes, media spending, and affiliate demand.
Bet365 moves into the French betting industry, which already has well-known brands like Betclic, Winamax, Unibet, and PMU. Therefore, the first challenge might not be accessibility but customer acquisition amid tough marketing and responsible gambling regulations.
The French regulatory authority is already wary of marketing campaigns targeting big sporting events. It could become even more challenging for betting companies to strike the right balance amid new competitors.
France Offers Scale, But Not an Easy Launch
The country continues to attract due to its size and regulated nature. Licensed operators get legal access to it. However, France is not a soft market. The product scope is limited. Compliance obligations are extensive. Advertising is strictly regulated. Compliance costs, taxation, and advertising controls may also limit opportunities for price competition or bonus-based expansion.
Bet365’s license means that the company has gained access to the market, but it does not mean an instant share boost. The company has to compete in a market that is among the toughest in Europe. The first challenge will be the ability to leverage the brand’s reputation without violating the rules of ANJ.
