Sports betting, the other big stake of the Euro

The total amount of online betting on the European Football Championship could exceed one billion euros in France.

All sports fans are confronted with it, and sometimes to the point of suffocation. These are the online betting sites and applications whose advertisements flood viewers’ screens at half-time of each match, in the light of each program reminiscent of sport. If the advertising pressure of Winamax, Parions Sport, Betclic and others is so strong, it is because the sector is doing wonderfully, with record figures in the first quarter of 2021 and ever fiercer competition. While the whole of France will have its eyes riveted on the first match of the Blues at the Euro against Germany this Tuesday evening, the main players are engaged in a fierce battle to share the billion euros of bets expected for the event. .

How far are the days of Loto Foot filled on a zinc wedge! Until 2010, however, sports betting was prohibited in France, with the exception of the good old ticket of the French games penciled in the bistro. Since this opening to competition, and, sports betting has exploded on the internet. Thus, in 2020, the turnover of online sports, horse racing and poker betting had jumped by 22% to reach 1.74 billion euros. And according to the latest figures from the National Gaming Authority (ANJ), the number of sports bettors in the first quarter of 2021 has further increased by 29% compared to 2020, for a total of nearly 2.5 million accounts. active players. Euro football, which started on Friday, June 11, should give the ecosystem a new boost: in 2018,. Some observers believe that if France arrives in the final, the Euro could exceed one billion.

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Prudence !

However, the sports betting platforms remain very cautious about the financial gains directly linked to the Euro, while they have spent a lot on advertising around the event. On the Zebet site, punters only started to really pour in the two days before the European Championship, and were especially eagerly awaited on Tuesday, the day of the French team’s first match. “The Euro is not a financially profitable moment for us, because we spend a lot of money on advertising, the market is completely saturated and France is also the favorite, so if it wins we will all lose a lot of money, explains, the founder of Zebet, an online betting site. Economically, it will not pay off immediately, the interest is not there. But people are going to talk about soccer, get excited about soccer, buy shirts, buy televisions, and register on sports betting sites. It’s a great recruiting moment for us. ”

A moment of “recruitment”, therefore, which passes through advertising, omnipresent, even if it means disgusting the greatest football fans. “I find it strange that we allow such enthusiastic ads, which praise so much a practice still banned ten years ago and which we know can be dangerous”, explains for example Jean, a young author of 29 years passionate about sport.

SEE ALSO – From its German zoo, this elephant predicts a victory for France for its entry into the Euro

The king’s son

In this regard, a recent overhaul of the regulations on gambling advertising obliges companies in the sector not to stage minors or practices suggesting that betting makes it possible to progress on the social ladder or to earn a living. . For example, the famous Winamax advertisement “The King’s Son”, which uses the codes of Disney’s Lion King to publicize a young gambler in front of his entire city, was recently banned by the ANJ, which has the right to demand the removal of advertising that does not comply with the rules. “There are a lot of mistaken beliefs conveyed by this type of advertising, including believing that you can make a living by betting, explains Elsa Trochet-Macé, the communications director of the ANJ. However, in sports betting, only 0.02% of players earn more than 10,000 euros per year. ” This is not what runs the risk of “to shelter the mother», As Winamax promises in its latest advertising campaign.

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