In March 2025, La Française des Jeux (FDJ), the operator of France’s national lottery and one of the country’s largest bookmakers, announced its rebranding to FDJ United.
This move reflects the company’s efforts to strengthen its position in the European market following major acquisitions, including Premier Lotteries Ireland and the Swedish gambling group Kindred.
The new name combines the traditional “FDJ” with “United,” emphasizing the company’s international development and business diversification.
Stéphane Pallez, Chairwoman and CEO of FDJ United, highlighted that the betting and gaming industry continues to evolve both in France and internationally. She noted that the company’s initial public offering in 2019 marked a key milestone, and the recent acquisition of Kindred opens new opportunities for further growth.
The rebranding has elicited mixed reactions. Some critics argue that adopting an English name undermines the company’s French traditions and represents an unnecessary concession to the English language.
Former MP Jacques Myard expressed strong opposition, stating, “It’s a scandal… It’s inadmissible and I can only denounce it strongly.”
Despite the controversy, FDJ United reported significant revenue growth for 2024. The company also introduced a new management team and unveiled a new brand slogan: “Playful. Play fair. Play forward.”
While the official name has changed to FDJ United, the company will continue to use “FDJ” as its trade name within France, maintaining its national identity.
This rebranding marks an important milestone in FDJ United’s development, demonstrating the company’s ambition to strengthen its position in the European gaming market while blending its French roots with global aspirations.
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