France’s FDJ faces backlash over English rebrand as ‘FDJ United’ amid strong 2024 growth
French gaming giant La Française des Jeux (FDJ) has reported double-digit revenue growth for 2024, but its decision to rebrand as FDJ United has sparked outrage among language purists and cultural advocates in France. Critics argue that the name change is an unnecessary concession to English, undermining the company’s French heritage.
Rebrand sparks controversy in France
FDJ, which operates the national lottery, alongside its . The move is intended to reflect the company’s expanding European footprint following its acquisition of Kindred Group and other international assets. However, the decision has not been well received in France.
Jacques Myard, a former French MP and vocal advocate for preserving the French language, has slammed the rebrand, calling it “absurd.” He questioned why a company deeply rooted in French culture would opt for an English name, particularly after Brexit.
“This is another example of linguistic imperialism. The UK is no longer in the EU, yet English continues to infiltrate our institutions,” Myard told The Times.
Social media users and language watchdogs have also criticised the change, with many pointing out that FDJ’s French identity was a key factor in its reputation. Some have called on the government to intervene and protect the integrity of French branding.
Despite the backlash, FDJ insists the name FDJ United represents unity and expansion while still retaining its original identity. The company clarified that within France, the brand will continue to be known simply as FDJ.
Strong 2024 financial performance
While the name change has overshadowed FDJ’s financial results, the company posted impressive figures for 2024:
- Revenue: €3.07 billion ($3.3 billion), up 16.9 percent year-on-year (YoY).
- Earnings before interest, tax, depreciation and amortisation (EBITDA): €792 million, marking a 20.6 percent increase YoY.
- Net income: €490.1 million, up 13.1 percent YoY.
- Lottery & retail betting revenue: €2.5 billion, growing 5.8 percent YoY.
- Online betting & gaming revenue: €1.03 billion, with online 바카라s leading at 51 percent and sports betting at 41 percent.
- International lottery revenue: €190.5 million.
The growth was largely driven by FDJ’s October 2024 acquisition of Kindred Group for €2.45 billion. This deal bolstered its online gaming operations and expanded its reach beyond France.
Regulatory challenges ahead
Despite its strong performance, FDJ faces increasing taxation. The company paid €45 million in additional taxes in France in 2024, a figure expected to rise to €100 million by 2027 due to new levies on online betting and gaming. In the Netherlands, where Kindred operates, regulatory restrictions are also tightening, potentially impacting future earnings.
Looking ahead
FDJ United has set a revenue target of €3.8 billion for 2025, with an expected EBITDA margin of over 24 percent. The company is optimistic about further growth but acknowledges that tax hikes and regulatory pressures could weigh on profitability.
