The gambling market in France

Résumé du document

Our studies deal with the gambling market in France.
This market is really interesting because French population spend in average seventy-two millions Euros by day.
This sector has increased year after year even during the crisis. Eight years ago the total expenditure of the French was "only" around twenty-six millions Euros.
The online game is a new competitor on the market, it is allowed by French government only since the 22nd of June 2010.

Extraits

[...] Description of the market Our studies deal with the gambling market in France. This market is really interesting because French population spend in average seventy-two millions Euros by day. This sector has increased year after year even during the crisis. Eight years ago the total expenditure of the French was around twenty-six millions Euros. The online game is a new competitor on the market, it is allowed by French government only since the 22nd of June 2010. We can now divide gambling into four main categories: lottery and sports betting (mainly controlled by La Française des Jeux), horse racing bet (by PMU), table games and slot machines (casinos) and finally the new sector of the online games. [...]

[...] Horse races bets: PMU use TV campaigns, online advertising and press conference. Casinos: Groupe Partouche mainly uses direct marketing to usual clients with mailing, billboards and more and more TV to advertise in order to invade the competitors more than reaching clients. Online games: Pokerstars obviously put advertisings on Internet, and mailing to promote. Moreover, they use sponsoring through professional players in order to make their brand famous. We can use these examples to create a small table that resume the actual communication mix of this sector. [...]

[...] Finally, there is the new emerging market: online games. This market is leading by Betclick for the sport bets and Pokerstars for the online pokers. Obviously, the approach for communication in this market is exclusively Business to Consumer because gamers are not Business. A Pestel analysis can be interested to understand more precisely the stakes of this market. We notice that the Environment point is not really relevant for this market; there exists just some geographic conditions to build a casino in France. [...]

[...] The future? B2B to B2C? 2nd part: comparison between 2 different markets (etranger) 3rd part: how the company reacts to this changing in their communication policy. Take a lead company in the sector and then a competitor: how they react differently. 4th part: your recommendation, conclusion. Do you agree or not with the strategies chosen. What is done divided in 5 parts of the communication mix. Pestel 1 Communication mix 3 Techniques 4 Communication plan 4 Message/noise 4 Summary: Description of the market What is changing? [...]