France’s National Gaming Authority (ANJ) has reviewed the promotional strategies of gambling operators for the year 2024. These strategies were examined to ensure they align with the state’s gambling policies, protect against excessive gambling and safeguard minors.

During the examination, the ANJ set strict requirements and partially rejected one operator’s strategy. The evaluation covered 16 approved online operators and two operators with exclusive rights.

According to the ANJ, most operators plan to continue their strategies from 2023, with a focus on player retention, particularly during major sporting events like the Euros and the Olympics.

Key findings from the examination revealed a 14% increase in promotional investments, with 46% of media investments allocated to digital channels. Additionally, financial rewards were identified as the primary marketing tool for operators.

The ANJ approved the promotional strategies but imposed demanding conditions. Operators were urged to moderate their advertising efforts across various media platforms, use incentive promotional tools cautiously to minimize the risk of problem gambling, and ensure moderate financial rewards without targeting potentially excessive or pathological players.

However, Winamax’s promotional strategy was rejected due to its bonuses and financial rewards. The company is required to submit a new approval request file, specifically for commercial offers involving financial compensation, by 15 February 2024.

In other news, the Danish Gambling Authority, Spillemyndigheden, is seeking industry advice on its new Anti-Money-Laundering System as part of its legal and regulatory developments.

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