{"id":9421,"date":"2026-01-13T06:32:23","date_gmt":"2026-01-13T06:32:23","guid":{"rendered":"https:\/\/esportsinsider.com\/fr\/?p=9421"},"modified":"2026-01-13T06:47:23","modified_gmt":"2026-01-13T06:47:23","slug":"la-coupe-du-monde-de-football-2026-au-coeur-de-la-strategie-des-bookmakers","status":"publish","type":"post","link":"https:\/\/esportsinsider.com\/fr\/2026\/01\/coupe-du-monde-football-2026-strategie-bookmakers","title":{"rendered":"La Coupe du Monde de football 2026 au coeur de la strat\u00e9gie des bookmakers"},"content":{"rendered":"<div id=\"esi-paragraph-6a69603c78b89\" class=\"esi-paragraph \">\n    \n<p>Comme chaque ann\u00e9e, les<strong> bookmakers agr\u00e9\u00e9s par l&rsquo;ANJ doivent pr\u00e9senter leur strat\u00e9gie promotionnelle<\/strong> pour validation par le gendarme des jeux. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c78c8a\" class=\"esi-paragraph \">\n    \n<p>Dans une ann\u00e9e 2026 qui sera marqu\u00e9e par les <strong>Jeux Olympiques d&rsquo;Hiver et la Coupe du monde de football,<\/strong> l&rsquo;accent est mis sur la r\u00e9tention de la base utilisateur avec une hausse des budgets promotionnels. Une strat\u00e9gie que l&rsquo;ANJ vient de valider, non sans conditions.<\/p>\n\n  <\/div>\n\n\n<div class=\"keep-reading \"  id=\"kr-6a69603c79a62\">\n  <div class=\"heading section__title \"><span>Lisez aussi<\/span><\/div>\n  <ul class=\"d-flex flex-column\">\n          <li id=\"post-4994\" style=\"order: 1;\"><a href=\"https:\/\/esportsinsider.com\/fr\/2025\/08\/paris-esport-croissance-record-dici-2034\">Paris sur l&rsquo;esport : une croissance record attendue d&rsquo;ici 2034<\/a><\/li>\n          <li id=\"post-4546\" style=\"order: 2;\"><a href=\"https:\/\/esportsinsider.com\/fr\/explications-essor-paris-industrie-esports\">Paris esport en plein essor : comment expliquer ce boom ?<\/a><\/li>\n          <li id=\"post-3602\" style=\"order: 3;\"><a href=\"https:\/\/esportsinsider.com\/fr\/2025\/07\/paris-esport-evenement-2025\">Paris : capitale de l&rsquo;esport en 2025 ?<\/a><\/li>\n      <\/ul>\n<\/div>\n\n\n<div id=\"esi-heading-6a69603c7b3c1\" class=\"esi-heading \">\n  \n<h2 class=\"wp-block-heading\">Objectif num\u00e9ro 1 : consolider la base d&rsquo;utilisateurs<\/h2>\n\n<\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7b4b2\" class=\"esi-paragraph \">\n    \n<p>Pour cette ann\u00e9e 2026, les 17 bookmakers agr\u00e9\u00e9s et les deux op\u00e9rateurs sous droit exclusifs (FDJ et PMU) semblent vouloir surfer sur une <strong>r\u00e9tention de leur base utilisateur<\/strong>. Et pour cela, la quasi-totalit\u00e9 des op\u00e9rateurs augmentent leur budgets promotionnels. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7b585\" class=\"esi-paragraph \">\n    \n<p><strong>En moyenne, la hausse est de 25 %.<\/strong><\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7b652\" class=\"esi-paragraph \">\n    \n<p>Parmi les budgets promotionnels, citons deux postes principaux : les d\u00e9penses de marketing et les gratifications financi\u00e8res. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7b729\" class=\"esi-paragraph \">\n    \n<p>Par rapport \u00e0 2025, la hausse de 25 % se traduit par une augmentation de 156 millions d&rsquo;euros, pour <strong>un budget global de 785 millions d&rsquo;euros<\/strong>. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7b7ee\" class=\"esi-paragraph \">\n    \n<p>Les budgets pr\u00e9visionnels cumul\u00e9s des op\u00e9rateurs font ainsi \u00e9tat de d\u00e9penses de gratifications \u00e0 hauteur de 466 millions d&rsquo;euros (60 %) et de d\u00e9penses marketing de 319 millions d&rsquo;euros (40 %).<\/p>\n\n  <\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"fr\" dir=\"ltr\">Examen des strat\u00e9gies  promotionnelles 2026 des op\u00e9rateurs de jeux d\u2019argent : une hausse  significative des investissements plafonn\u00e9s par l&#39;ANJ<br><br>En savoir plus : <a href=\"https:\/\/t.co\/ovv39LMxCB\">https:\/\/t.co\/ovv39LMxCB<\/a> <a href=\"https:\/\/t.co\/LatqBNjwnT\">pic.twitter.com\/LatqBNjwnT<\/a><\/p>&mdash; Autorit\u00e9 nationale des jeux (@ANJ_FR) <a href=\"https:\/\/twitter.com\/ANJ_FR\/status\/2009543926160515402?ref_src=twsrc%5Etfw\">January 9, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n<div id=\"esi-paragraph-6a69603c7b8db\" class=\"esi-paragraph \">\n    \n<p>En 2026, les budgets promotionnels serviront aussi \u00e0 accentuer les sch\u00e9mas de \u00ab\u00a0<strong>vente crois\u00e9e<\/strong>\u00ab\u00a0. C&rsquo;est \u00e0 dire de proposer des gratifications \u00ab\u00a0poker\u00a0\u00bb \u00e0 un parieur sportif. Une strat\u00e9gie d\u00e9j\u00e0 mise en place par certains gros <a href=\"https:\/\/esportsinsider.com\/fr\/jeux-dargent\/jeux-argent-en-ligne\">sites de jeux d&rsquo;argent<\/a> comme Betclic ou Unibet.<\/p>\n\n  <\/div>\n\n\n<div id=\"esi-heading-6a69603c7b9bf\" class=\"esi-heading \">\n  \n<h2 class=\"wp-block-heading\">La Coupe du Monde 2026 : enjeu majeur de la strat\u00e9gie des bookmakers<\/h2>\n\n<\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7ba96\" class=\"esi-paragraph \">\n    \n<p>L&rsquo;\u00e9v\u00e8nement majeur de cette ann\u00e9e 2026 sera \u00e9videmment la Coupe du Monde de football qui se tiendra en Am\u00e9rique du Nord du 11 juin au 19 juillet. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7bb5c\" class=\"esi-paragraph \">\n    \n<p>Sur cette p\u00e9riode, les bookmakers fran\u00e7ais devraient <strong>consacrer 21 % de leur budget promotionnel<\/strong> de l&rsquo;ann\u00e9e. \u00c0 cette occasion, les m\u00e9dias TV et l&rsquo;affichage urbain devraient \u00eatre mis encore plus largement \u00e0 contribution.<\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7bc20\" class=\"esi-paragraph \">\n    \n<p>Mais le rapport du coll\u00e8ge de l\u2019Autorit\u00e9 Nationale des Jeux (ANJ) note \u00e9galement que ces moyens de communication resteront marginaux par rapport aux m\u00e9dias num\u00e9riques qui concentreront 44 % des d\u00e9penses. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7bce3\" class=\"esi-paragraph \">\n    \n<p>Entre 2025 et 2026, <strong>le sponsoring TV et radio<\/strong> devrait afficher une hausse de 14 %.<\/p>\n\n  <\/div>\n\n\n<div id=\"esi-heading-6a69603c7bdbb\" class=\"esi-heading \">\n  \n<h2 class=\"wp-block-heading\">L&rsquo;ANJ, plus ferme en 2026 ? <\/h2>\n\n<\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7be8c\" class=\"esi-paragraph \">\n    \n<p>Si l&rsquo;ANJ a approuv\u00e9 les strat\u00e9gies promotionnelles, le gendarme des jeux d&rsquo;argent a aussi assorti son approbation de conditions. Pour la premi\u00e8re fois de son histoire, <strong>l&rsquo;ANJ a par exemple demand\u00e9 explicitement aux op\u00e9rateurs de ne pas d\u00e9passer les budgets annonc\u00e9s<\/strong>. Mais galement de limiter, autant que possible, le red\u00e9ploiement d&rsquo;un budget vers un autre poste de d\u00e9pense. <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7bf4f\" class=\"esi-paragraph \">\n    \n<p>Ces \u00e9l\u00e9ments pourraient d&rsquo;ailleurs <strong>motiver des contr\u00f4les de la part de l&rsquo;autorit\u00e9<\/strong>. L&rsquo;autorit\u00e9 Nationale des Jeux a aussi mis en garde des op\u00e9rateurs sp\u00e9cifiques comme Unibet, tenu de \u00ab\u00a0diminuer significativement ses d\u00e9penses de gratification de r\u00e9tention\u00a0\u00bb en 2026.<\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7c011\" class=\"esi-paragraph \">\n    \n<p><strong>L&rsquo;ANJ voit \u00e9galement plus loin dans sa volont\u00e9 de limiter l&rsquo;addiction. <\/strong>Elle r\u00e9it\u00e8re ainsi ses propositions d&rsquo;encadrement avec une demande d&rsquo;interdiction del a publicit\u00e9 \u00e0 des moments critiques : 5 minutes avant le match, pendant le match et jusqu&rsquo;\u00e0 5 minutes apr\u00e8s). <\/p>\n\n  <\/div>\n\n\n<div id=\"esi-paragraph-6a69603c7c0d0\" class=\"esi-paragraph \">\n    \n<p>Il est aussi demand\u00e9 aux op\u00e9rateurs de renforcer la protection pour les joueurs les plus vuln\u00e9rables avec notamment, <strong>un limitateur de perte pour les 18-25 ans. <\/strong><\/p>\n\n  <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Comme chaque ann\u00e9e, les bookmakers agr\u00e9\u00e9s par l&rsquo;ANJ doivent pr\u00e9senter leur strat\u00e9gie promotionnelle pour validation par le gendarme des jeux. Dans une ann\u00e9e 2026 qui sera marqu\u00e9e par les Jeux Olympiques d&rsquo;Hiver et la Coupe du monde de football, l&rsquo;accent est mis sur la r\u00e9tention de la base utilisateur avec une hausse des budgets promotionnels. &hellip; <a href=\"https:\/\/esportsinsider.com\/fr\/2026\/01\/coupe-du-monde-football-2026-strategie-bookmakers\">Continued<\/a><\/p>\n","protected":false},"author":271,"featured_media":9441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","esi_template":"default","excluded":false,"footnotes":""},"categories":[25,24,32],"tags":[],"class_list":["post-9421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","category-jeux-dargent","category-top-stories"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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