Banijay Gaming Expands French Footprint with JOA Casino Network Acquisition

Banijay Gaming, the dedicated gaming division of Banijay Entertainment (known for owning Betclic and Tipico), has announced its acquisition of JOA's extensive network of 33 regional casinos across France. This strategic move aims to significantly enhance Banijay's omnichannel capabilities and strengthen its market presence in the country.

This latest acquisition aligns with Banijay's ambition to become a dominant force in European gaming. François Riahi, CEO of Banijay Group, emphasized that the purchase of JOA mirrors the success seen with the Tipico acquisition, which he stated “transformed us into a diversified omnichannel European leader in gaming.” He added, “As in Germany and Austria, we will become a leader in land-based gaming in another of our core countries: France.” Riahi also expressed enthusiasm for welcoming the JOA teams, anticipating continued growth within Banijay's entrepreneurial environment.

Laurent Lassiaz, Chairman of JOA, highlighted the anticipated benefits for his company, noting that Banijay’s “expertise in technology and digital innovation” would accelerate JOA’s omnichannel development. He also stressed the importance of preserving “the entrepreneurial spirit and local roots that have always been our strength.” Lassiaz is set to maintain his leadership role at JOA, along with the current management team, ensuring a smooth transition for staff, customers, and local stakeholders.

The French casino sector primarily caters to local populations, fostering a resilience distinct from destination resorts. Lassiaz previously noted that casinos function as a local leisure option for the French, enabling them to “resist a poor economic environment so well.” Despite France’s iGaming market remaining unregulated and unlikely to see policy changes in the short term due to lobbying and political factors, Lassiaz views online opportunities as complementary, not a threat. He advocated for a ‘click-and-mortar’ evolution, seeing online licenses tethered to land-based operations as “a huge new vertical for us.” Data from H2 Gambling Capital projected French casino turnover to reach €32.2 billion in 2025, with retail betting at €10.5 billion.

This acquisition marks Banijay’s second major move in the past year, following its purchase of Tipico last October, which it plans to merge with Betclic to form Europe’s fourth-largest sports betting and gaming entity. The deal underscores a wider industry trend where major gaming companies are increasingly targeting heavily regulated markets in Europe for consolidation and stability, mitigating regulatory risks associated with less mature jurisdictions. Gaming veteran Vaughan Lewis observed that “significant value creation is being driven by regulated markets,” where regulatory barriers enhance the value and sustainability of leading operators. The acquisition of JOA is expected to finalize in the second half of this year, pending consultation with JOA’s employee representatives and customary regulatory approvals, including merger control and casino gaming licensing. Financial specifics of the transaction were not disclosed, though it is supported by funds managed by Blackstone and Kings Park Capital.