The promotional budgets of French-licensed online sports betting and gaming operators will increase by 14% on an annual basis and reach €670m [$734m] in 2024, with 30% of that figure to be spent between May and July to coincide with the UEFA Euro 2024 football tournament and the Olympic Games in Paris.
The figures, published by the French gambling regulator Autortié Nationale des Jeux (ANJ) following its analysis of operators’ advertising strategies for 2024, also revealed that 59% of the operators’ marketing budgets will focus on bonuses and free bets to encourage player signups.
Operators will spend almost half (46%) of their budgets on digital channels, with television advertising accounting for 26% and sports sponsorship 15%.
