a new “European” identity for La Française des Jeux
In a press release, FDJ announced its intention to change dimension and adopt a new identity. It is now called FDJ UNITED. Following the acquisition of Kindred in 2024, as well as Premier Lotteries Ireland and ZEturf the previous year, the group intends to consolidate its position as one of Europe’s leading gaming companies.
FDJ UNITED: a stronger presence on the European market
With FDJ UNITED, the company is asserting its international expansion but intends to remain true to its French roots. The group currently operates in some fifteen European countries and has over 33 million players. Its offer has diversified with lottery and sports betting games in France, Ireland and several other European markets, all of which are regulated.
Internationalization of the FDJ Group is also reflected in the figures: business outside France now accounts for almost a third of ex-Française des Jeux sales, and mobilizes almost half of its employees. The name change therefore illustrates the group’s ambition to unite its various entities under a common banner, while preserving its heritage. As for the choice of “UNITED”, this could highlight the unity of the markets in which the company is present, and reinforce the image of a major player with particularly solid values.
As Stéphane Pallez, CEO of FDJ UNITED, points out: ” Our group is opening a new chapter, more diversified and more international. FDJ UNITED embodies this evolution and our determination to offer a responsible and innovative gaming experience. “
A new corporate brand and logo
FDJ UNITED has become the group’s institutional brand and is now even adorned with a new signature: Playful. Play fair. Play forward. It should be noted, however, that FDJ demeurante prédominante en France for lottery games and sports betting, while other strong brands, such as The National Lottery in Ireland or Unibet more widely in Europe, will continue to exist under the new entity.
The FDJ UNITED logo retains the historic essence of La Française des Jeux, incorporating a diamond inspired by the playing card diamond. This symbol, which echoes good fortune and diversity of the group’s activities has now been given new colors, with shades of blue, violet and green, which probably evoke Kindred integration.
To mark this transition, FDJ UNITED has launched an extensive communications campaign, which began on March 10. In France, the UK and Sweden, advertisements are scheduled to appear in several media as well as on social networks. At the same time, a TV campaign will revisit the history of FDJ through the film Origines, enriched with new scenes illustrating the group’s expansion.
