Despite the many debates aroused by the organization of the Football World Cup in Qatar and the boycott calls, the expected disavowal did not take place: the audiences of the matches are excellent, and the volume of the bets engaged On the different meetings promises to be exceptional.
The success of sports betting is no longer to be demonstrated. Since the opening of the online game market in 2010 in France, the amount of bets has continued to grow, and the presence of Paris operators in the media environment has become familiar to us, especially during ritual football competitions, Like the World Cup. According to activity report 2021 of the National Games Authority (ANJ) , online games represented in 2011 only 7 % of the market; This share reaches 17 % in 2020 and is carried by a particularly strong growth of sports betting (+ 717 % all channels combined between 2011 and 2020).
In twelve years, the sector has therefore experienced an exceptional development which benefits the dozen operators who have chosen year after the legal and tax rules imposed by the government to legally access French players from 2010 .
Threatened regulation objective
But it is also a “contested market”, in the sense that the marketing of games of money raises ethical debates. Historically perceived as a moral weakness causing ruin and social disaffiliation, excessive game is now considered a disease. Since the end of the 1990s, health experts alerted regularly on the risks involved by psychologically fragile people, but also by the youngest, who may be victims of this “addiction without substance”.
At the time of debates on opening up to competition in the online game market, these risk of addiction was taken into account: the legislator opted in 2010 for a framework supposed to guarantee “market control”, Announced from the preamble to the law of May 12, 2010. To do this, it defined an arsenal of devices responsible for limiting the appetites of operators as much (by taxation and the definition of a limited perimeter of games) as those of Players (by game ceilings, prevention campaigns, etc.).
Was the bet held? With regard to the growth curves of the sector, it is clear that the objective of regulation of the market is constantly threatened by the marketing blows of operators. Despite a call for moderation, advertising campaigns are frequent and target young men, urban, popular class and sports fans, by promoting imagery that is suitable for seducing these populations (like the Winamax campaign “everything for the Daronne “, finally prohibited, or references to manga).
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