The Française des Jeux (FDJ), France’s national lottery and sports betting operator, has officially rebranded as FDJ United, reflecting its growing presence across Europe. This move follows its acquisitions of Premier Lotteries Ireland and Swedish gaming giant Kindred Group, owner of Unibet.
However, the name change has sparked controversy in France, with critics arguing that adopting an English name undermines the country’s linguistic identity. Former MP Jacques Myard and language purists have criticized the shift, labeling it as an "invasion of Globish"—a simplified global English. Many question why a company rooted in France would choose an English name, especially post-Brexit.
French gaming giant FDJ faces tax hike as government seeks to curb deficit
Beyond cultural concerns, FDJ’s stock has faced turbulence. Following the announcement, shares dropped over 10% on the Paris Stock Exchange amid concerns about potential tax increases in France and the Netherlands, which could impact the company’s revenue.
FDJ United’s CEO, Stéphane Pallez, defended the rebrand, emphasizing the company’s ambition to become a major European player in gaming and lotteries. Despite initial backlash, the rebranding signals a strategic shift toward international markets.
