FDJ UNITED unveils new identity in European gaming

In a significant move that underscores its growing influence in the European betting and gaming industry, La Française des Jeux (FDJ) has undergone a major rebranding. Following its strategic acquisitions of Kindred in 2024, as well as Premier Lotteries Ireland and ZEturf in 2023, the company has officially rebranded as FDJ UNITED. This transformation is not merely a change of name but a reflection of the company’s ambitious plans to expand its market reach and unify its operations across multiple European jurisdictions.

With this new identity, FDJ UNITED aims to cement its position as a key player in the highly competitive gaming sector. By integrating its various brands under one corporate umbrella while maintaining their unique identities, the company seeks to create a cohesive yet diverse portfolio. This approach will allow it to leverage synergies between its different subsidiaries while preserving the trust and familiarity these brands have built with their respective customer bases.

Strengthening FDJ UNITED's Market Position

The global betting and gaming landscape is continuously evolving, shaped by regulatory changes, technological advancements, and shifting consumer preferences. FDJ UNITED has demonstrated a strong ability to adapt to these changes, positioning itself as a resilient and forward-thinking operator. Stéphane Pallez, Chairwoman and CEO of FDJ UNITED, emphasized the significance of this rebranding and what it means for the company’s future, stating:

“The betting and gaming sector is constantly evolving, both in France and abroad. In this environment, we have always succeeded in reinventing ourselves and adapting to key trends in our market. The Group’s IPO in 2019 marked the start of a new stage in this journey, and the recent acquisition of Kindred opens up even more new possibilities. Today, our Group begins a new chapter in its history – more diversified and more international. With FDJ UNITED, we are continuing on this adventure, driven by our passion and determination, for the benefit of all our stakeholders.”

Through strategic acquisitions and a well-executed expansion strategy, FDJ UNITED is enhancing its footprint across Europe, enabling it to access new customer segments and strengthen its market share. The rebranding signals a shift towards a more integrated business model, where innovation, regulatory compliance, and responsible gaming remain top priorities.

Retaining Strong Brand Recognition in France

Despite its European expansion, FDJ UNITED remains committed to preserving its strong presence in its home market, France. The company enjoys remarkable brand recognition, with an estimated 97% of the French population being familiar with the FDJ name.

In France, FDJ UNITED will continue to operate under the FDJ brand, maintaining its exclusive rights to some of the country’s most popular lottery and betting games, including Loto, Euromillions, Astro, and ParionsSport. These games are deeply embedded in the gaming culture of France, making it essential for FDJ UNITED to retain its local branding to preserve consumer trust and loyalty.

French customers will continue to see the FDJ logo on various gaming materials such as lottery tickets, scratch cards, and betting slips, as well as at retail sales locations and on the official fdj.fr website. By keeping the FDJ name intact within France, FDJ UNITED ensures continuity while simultaneously embracing its broader European vision.

A Portfolio of Leading Gaming Brands Across Europe

FDJ UNITED now oversees a comprehensive portfolio of prominent gaming brands that cater to a broad audience across multiple European markets. Some of its most notable acquisitions include:

• The National Lottery (Ireland) – The operator of Ireland's state lottery, which has a strong reputation for transparency and trust.
• Unibet – A well-established online gaming and betting brand with a significant presence across multiple European countries.
• Premier Lotteries Ireland – A key player in the lottery sector, contributing to the group’s expansion into regulated European markets.
• ZEturf – A specialist in horse racing betting, further diversifying FDJ UNITED’s gaming portfolio.

While each of these brands will continue operating independently, they will now fall under the overarching corporate umbrella of FDJ UNITED. This structure allows the company to align its strategic objectives while enabling individual brands to retain their unique market appeal.

Nathalie Le Garlantezec, Chief Communications Officer at FDJ UNITED, emphasized the rationale behind this transition:

“To kick off this new European chapter in our story, we needed a powerful new identity. Our new name, FDJ UNITED, is a corporate brand designed to showcase what we stand for, together with our new brand signature: ‘Playful. Play fair. Play forward.' Alongside FDJ UNITED, we will of course continue to operate the brands that have made us what we are today. In particular, the FDJ brand will remain the face of the business for our customers in France, for our lottery games and our sports betting range at points of sale. Rounding out our business portfolio are other powerful brands such as The National Lottery in Ireland and Unibet across Europe.”

A New Visual Identity Reflecting the Group's Legacy and Future

As part of its rebranding, FDJ UNITED has introduced a fresh visual identity that honors the company's heritage while signaling its aspirations for the future. One of the most striking elements of this new branding is the redesigned FDJ UNITED logo, which incorporates a diamond shape, an iconic symbol historically associated with La Française des Jeux.

The Symbolism of the Diamond

The diamond shape in the FDJ UNITED logo is more than a mere aesthetic choice; it carries significant meaning. Originating from traditional playing card suits, the diamond represents luck, strategy, and opportunity, all of which are fundamental elements of the gaming industry. Additionally, the many facets of a diamond symbolize FDJ UNITED’s diverse and complementary business operations, reinforcing the company’s position as a multifaceted leader in the gaming and betting sector.

A Color Palette Reflecting Growth and Integration

The new corporate color scheme has been carefully selected to represent both continuity and innovation. FDJ UNITED retains the blue hues that have been synonymous with the FDJ brand, while incorporating purple and green, inspired by Kindred’s visual identity. This blend of colors visually reflects FDJ UNITED’s mission of merging its legacy with new growth opportunities.

The Future of FDJ UNITED and Its Impact on the Industry

The rebranding of FDJ UNITED marks a significant milestone in its journey toward becoming a dominant force in the European gaming sector. As the company continues to expand, it is expected to focus on several key areas:

• Further acquisitions and strategic partnerships to strengthen its market influence.
• Investment in digital gaming and technology to enhance user experience.
• Commitment to responsible gaming and ethical business practices to align with regulatory expectations.
• Expansion into additional European markets, utilizing its strong brand portfolio.

By adopting this unified approach, FDJ UNITED is not only reinforcing its leadership but also setting new industry standards that prioritize innovation, responsible gaming, and customer engagement.

Conclusion

The rebranding of FDJ to FDJ UNITED marks a transformative step in the company’s journey toward becoming a leading force in the European gaming industry. By integrating its newly acquired brands while preserving their unique identities, FDJ UNITED is strategically positioning itself for long-term success in a competitive market. This shift reflects not only its ambition to expand across Europe but also its commitment to responsible gaming, innovation, and customer satisfaction.

As the gaming sector continues to evolve with regulatory changes and technological advancements, FDJ UNITED’s ability to adapt and grow will be critical to its continued dominance. With a powerful new identity, a strong portfolio of brands, and a clear vision for the future, FDJ UNITED is set to redefine the gaming landscape, uniting players, businesses, and stakeholders under one cohesive and forward-thinking brand.

FAQs

What is FDJ UNITED?
FDJ UNITED is the new corporate identity of La Française des Jeux (FDJ), reflecting its expansion across Europe following major acquisitions.

Why did FDJ change its name to FDJ UNITED?
The rebranding signifies FDJ's growth strategy, unifying its expanding European operations while preserving local brand identities.

Which companies has FDJ UNITED acquired?
FDJ UNITED has acquired Kindred, Premier Lotteries Ireland, and ZEturf, strengthening its presence in European betting and gaming markets.

Will FDJ still operate in France under its old name?
Yes, FDJ UNITED will continue using the FDJ brand in France, where it holds exclusive rights to popular games like Loto and Euromillions.

What does the new FDJ UNITED logo represent?
The logo features a diamond shape symbolizing luck, opportunity, and the company's diversified business approach.

What are FDJ UNITED's core values?
FDJ UNITED operates under the brand signature: “Playful. Play fair. Play forward,” emphasizing responsible gaming and innovation.

How will FDJ UNITED integrate Kindred?
Kindred will remain a separate brand under FDJ UNITED, benefiting from shared resources and strategic alignment with the group.

Will there be any changes to Unibet under FDJ UNITED?
Unibet will continue operating independently, maintaining its brand identity while aligning with FDJ UNITED’s broader corporate strategy.

What impact will FDJ UNITED have on the gaming industry?
FDJ UNITED's expansion will enhance competition, innovation, and responsible gaming standards across Europe.

What future plans does FDJ UNITED have?
FDJ UNITED aims to expand further in Europe, invest in digital gaming, and uphold strong responsible gaming policies.