ANJ examines 2024 promotional strategies of gambling operators

Gambling operators must submit their promotional strategy for approval each year. 

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France’s National Gaming Authority (ANJ) has examined the 2024 promotional strategies of gambling operators in the country. 

Each year, gambling operators must submit their promotional strategy for approval by the ANJ to examine it with regards to the objectives of state policy on gambling; and also the prevention of excessive or pathological gambling and protection of minors. 

As part of this latest examination, the ANJ issued demanding requirements and partially rejected one operator's strategy. This analysis for 2024 looked at 16 approved online operators and the two operators under exclusive rights. 

According to the ANJ, most operators intend to continue the strategy they implemented in 2023, looking at the retention of players, especially with large sporting events taking place this year, namely the Euros and the Olympics. 

Some of the key points from the examination showed that promotional investments were up 14%, 46% of media investments will be made on digital channels and financial rewards constitute the primary marketing item for operators. 

The ANJ approved the promotional strategies but attached demanding conditions. 

This included operators significantly moderating their promotional strategy so as not to exert too much advertising pressure on the different media supports; adopting moderate use of the most incentive promotional tools especially for offers involving an increased risk of problem gambling; and ensuring financial rewards to retain or recruit players remains moderate, and that they are not offered to players identified as potentially excessive or pathological. 

Winamax’s promotional strategy was rejected because of its bonuses and financial rewards; it must submit, no later than 15 February 2024, a new approval request file relating to commercial offers involving financial compensation. 

In other legal & regulatory news today, Spillemyndigheden, the Danish Gambling Authority, has requested industry advice on its news Anti-Money-Laundering System. 


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