How Lottery Operator FDJ United is Reshaping the Industry: Cultural Shifts and Global Expansion
Sacre Bleu! France Responds to the Major English-Language Transformation by Leading Lottery Operators
As the landscape of gaming evolves, the French lottery organization has revamped its identity from FDJ to FDJ United, signaling a major strategic shift in how the prominent lottery operator manages its diverse portfolio of betting and gaming services.


This change follows a series of significant international acquisitions and a strategic expansion aimed at increasing its presence in Europe.
However, some French speakers are opposing the so-called “internationalization” of the lottery’s name, perceiving it as a degradation of their language.
A New Identity
The prominent lottery company, Française des Jeux (FDJ), has adopted the name FDJ United to emphasize its “European stature” following the acquisition of Premier Lotteries Ireland and the Swedish online gaming leader, Kindred Group.
While this transition is intended to showcase FDJ’s modernized brand, critics argue that it reflects a misguided attempt to align with global markets at the expense of the French language.

Defenders of the French language have expressed strong discontent over this anglicized branding. The rise of “Franglais,” a mix of French and English, has long been a concern, with many traditionalists viewing it as a threat to the integrity of their vernacular.
The ‘Globish’ Controversy
Speaking on Sud Radio, Jacques Myard, a former deputy of the Republican party, blasted the rebranding as an “outrage.” He questioned whether “Globish” had now become the default language of France.

The term “Globish” was coined by French business writer Jean-Paul Nerrière, describing a simplified form of English that non-native speakers use for international commerce. This adaptation raises alarms among purists committed to preserving the essence of the French language.
One commentator from French newspaper Le Figaro criticized the move, stating it was “absurd to adopt an English name for a European identity, particularly after the UK’s exit from the EU.” Despite Brexit, English remains the dominant language within European Union institutions, which provokes frustration among the French population.
In response to this linguistic dilemma, President Emmanuel Macron’s administration filed two lawsuits in 2023 against the European Commission, alleging discrimination against non-English speakers. Yet, paradoxically, Macron has also embraced Globish by branding an annual summit for international investors as “Choose France.”
Major Acquisitions and Market Impact
Previously a state monopoly, FDJ United has emerged as the largest gambling entity in France after its privatization in 2018, wherein the government offloaded half of its ownership.
In November 2023, FDJ expanded its reach by acquiring Premier Lotteries Ireland, thereby becoming Europe’s second-largest lottery operator and ranking fourth globally.
Additionally, in late 2024, the company completed a monumental $2.7 billion acquisition of Kindred Group, known for its popular platforms like Unibet and 32Red.
These sweeping acquisitions have significantly transformed FDJ from a previously national monopoly into a corporation with a worldwide perspective, as highlighted in their official rebranding announcement.
According to the statement released, “With a presence in nearly fifteen European countries, international operations now account for about one-third of our revenue and half of our workforce. Today marks a new chapter for our group, signifying diversification and increased international engagement.”
Conclusion
The rebranding of FDJ to FDJ United has sparked significant debate regarding the impact of English on the French language and identity. As the company moves forward with its international acquisitions, the dialogue between preserving cultural integrity and embracing global business continues. The future of the French lottery giant may hinge on its ability to balance these competing interests while navigating the evolving landscape of international gambling.
Frequently Asked Questions
What is FDJ United?
FDJ United is the rebranded entity of the French lottery organization, known previously as Françoise des Jeux.
Why did FDJ rebrand to FDJ United?
The rebranding reflects a strategic shift aimed at emphasizing FDJ’s international presence and modernized identity.
What are the implications of FDJ’s major acquisitions?
FDJ’s acquisitions signal significant growth and a transformation from a national monopoly to a significant player in the global gaming market.

















