The French gambling regulator ANJ has mandated the country’s four largest online gambling operators to reduce their promotional budgets for this year. This directive comes after an in-depth review of promotional strategies submitted by 16 approved operators and two exclusive rights holders, FDJ and PMU.
The analysis revealed a significant surge in promotional spending, with budgets increasing by 11% to reach €695m [$719m].
This figure includes both marketing expenses and bonus promotions. Marketing budgets alone rose by 12%, driven in part by a 5% inflation in advertising costs.
Digital media remains the dominant channel, accounting for 45% of total spending, while traditional media represents 32%. Financial rewards, including bonus promotions, grew by 11%, representing 58.5% of the overall promotional budget.
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