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French Online Casinos Delay

The newly liberalized market in France recently witnessed two gaming and online casino companies that opted to delay their entry into the French market because of turmoil. Unibet first announced its reservations due to business-to-consumer concerns about the market and did not push through in applying for its license to operate in France. Following this move, Sportingbet plc also announced its severe reservations about the full scope of France’s liberalized policies. Although the renowned provider of betting, online casinos, poker and other internet games has partnered up with Le Monde and L’Express, two newspaper and media companies, Sportingbet’s entry to the French market will have to be delayed for now.

The Financial Director at Sportingbet plc, Jim Wilkinson, recently told eGaming Review that the company will hold its entry based on its current intention to enter in a business-to-consumer approach. Its announced business-to-business partnership with Le Monde and L’Express is currently amid a marketplace that is newly liberalized and competitive; and where sports betting, online casino and other gambling operations will be heavily taxed. As such, Sportingbet believes that generating fair profit is risky given the French marketplace situation and the partnership will likely give a weak performance or fall short from success because of the profit risk associated with this particular market. Sportingbet sees entering as a B2C as the better approach instead of partnering. Profit-generation in France will have to become more documented before the company chooses to go in live with its online casinos and other gambling offerings.

Although Sportingbet’s compliance with ARJEL’s requirements, the government-ran regulator of gambling in the country, will be fully accomplished by 2011 the company will not necessarily apply for a license. The choice will depend on whether the marketplace becomes less risky, and if the online casino and gambling operations become commercially viable to generate good profit.