Bet365 secures license in France, prepares for Alberta rollout

---

Ahead of the 2026 FIFA World Cup, bet365, one of the world’s largest betting and gaming companies, has secured two new licenses that will allow it to significantly boost its international reach at a crucial time.

Back-to-back licensing approvals scale bet365’s footprint

The company cleared regulatory hurdles with the Autorité Nationale des Jeux (ANJ) in France and the Alberta Gaming, Liquor and Cannabis (AGCO) in Alberta, Canada, marking important international expansions for the company. The launch in France comes at an important time, not only because of the upcoming FIFA World Cup, but also of other crucial events such as Roland-Garros and Tour de France, all of which are already factored into bet365’s marketing push in the jurisdiction. In terms of functionalities, bet365 is bringing its core and experience-defining features, among which are Match Live, Sub On Play On, Cash Out, Bet Tracker, and pro, all of which contribute to a fulfilling betting experience. Commenting on the opportunity to push further afield in the European betting market, the company's Global Chief Marketing Officer, Alex Sefton, had this to add: bet365’s expansion strategy has always been built around combining the scale, technology, innovation, and expertise of a global brand with the understanding and appreciation of local customs and culture. Sefton vowed to make sure that bet365’s arrival in France would be a memorable affair, which would follow in the company’s best practices while ensuring regulatory compliance, and bringing an enhanced betting experience to local players. In France, the company also expects to launch its horse racing and poker products in due time.

Alberta, mon amour

While bet365 is already gearing up to reap the benefits of the immediate eventful sports calendar in France, the company will have to wait a while before it can do so in Alberta, Canada. The licensing approval by AGCO allows bet365 to launch in time for the opening salvo of the market on July 13, 2026, leaving it with perhaps the most dynamic part of the World Cup tournament, which will run through July 19, 2026, and allowing for a strong early start. Alberta is expecting to host dozens of companies, many of them international operators, which are keen to expand in Canada’s second fully-regulated iGaming province after Ontario. Besides bet365, providers have already started to cotton on to the potential of Alberta, with Play’n GO recently securing a license to offer its products locally.