FDJ United: Française des Jeux rebrands amid European expansion and controversy

In March 2025, La Française des Jeux (FDJ), the operator of France’s national lottery, and one of the biggest bookmaker in France, announced its rebranding to FDJ United. 

This strategic move aims to reflect the company’s expanded European presence following significant acquisitions, including the purchase of Premier Lotteries Ireland and the Swedish gambling firm Kindred Group. 

The new name combines the historic “FDJ” with “United,” symbolizing the company’s international growth and diversification. 

Stéphane Pallez, Chairwoman and Chief Executive Officer of FDJ United, emphasized the evolving nature of the betting and gaming sector, both in France and internationally. She highlighted that the company’s initial public offering in 2019 marked the beginning of a new phase, with the recent acquisition of Kindred opening further opportunities. 

The rebranding has elicited mixed reactions. Some critics argue that adopting an English name undermines the company’s French heritage 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 double-digit revenue growth for 2024. The company also introduced a new management team and unveiled a brand signature: “Playful. Play fair. Play forward.” 

While the corporate brand adopts the FDJ United name, the company will continue to use “FDJ” as its trade name within France, honoring its longstanding national identity. 

This rebranding marks a significant milestone in FDJ United’s evolution, reflecting its ambition to strengthen its position in the European gaming market while balancing its rich French heritage with international aspirations.