Française des Jeux Transforms into FDJ UNITED Reflecting Its Expansion Across Europe
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"Following our recent expansions, FDJ UNITED now serves an impressive community of over 33 million players with a diverse and responsible range of gaming options," explained Stéphane Pallez, Chairwoman and CEO of FDJ UNITED. The group's offerings span lottery and sports betting at retail locations in France, lottery services in Ireland, and a comprehensive suite of online betting and gaming services in major European markets where such activities are regulated and authorized.

FDJ UNITED's strategic rebranding is complemented by a significant international reach, accounting for about one-third of its total revenue and nearly half of its workforce. "The integration of these new markets and services under the FDJ UNITED brand symbolizes not just our growth, but also our ambition to be at the forefront of the gaming industry in Europe," Pallez added.

The company's new corporate identity, FDJ UNITED, merges the legacy FDJ brand with a new vision that emphasizes unity and international development. "Our IPO in 2019 was a pivotal moment, and the acquisition of Kindred has opened up even more opportunities. With FDJ UNITED, we are starting a new, more diverse and international chapter. Our mission continues to be driven by our passion and determination to benefit all our stakeholders," Pallez stated during the conference.

The FDJ name will still be seen across France, where it is a beloved and widely recognized brand, known to 97% of the French population. However, FDJ UNITED will now serve as the umbrella brand for all operations across Europe, maintaining popular brands like The National Lottery in Ireland and Unibet across the continent under its expansive corporate banner.

Nathalie Le Garlantezec, Chief Communications Officer at FDJ UNITED, highlighted the importance of the rebranding: "To embark on this new European chapter, we needed a strong new identity. FDJ UNITED stands not just for our legacy and future but also embodies our new tagline ‘Playful. Play fair. Play forward.’ This represents our commitment to maintaining playful innovation while ensuring fairness and looking towards future advancements."

The new visual identity for FDJ UNITED incorporates a diamond motif from the original La Française des Jeux logo, which symbolizes the multifaceted nature of the company's business and its broad array of offerings.