With the acquisition of Kindred last year, following Premier Lotteries Ireland and ZEturf in 2023, FDJ has cemented its status as a champion in Europe’s betting and gaming sector.
As the Group is embarking on a new chapter in its history, one that is more digital, more diversified and more internationally focused, it needed a strong new identity.
FDJ UNITED is the Group’s new name, a corporate brand whose purpose is to promote the Group’s vision, its redistributive model, its culture, its financial value and its social and environmental commitments. It embodies its new geography, its capacity for innovation and represents its more than 5,000 employees across the world.
Our new signature embodies the ambition of a brand deeply rooted in society and focused on the future, while building on our DNA and history:
At FDJ UNITED, we provide our 33 million players safe entertaining experiences: PLAYFUL.
Our unique model puts responsibility and positive impact back at the heart of our strategy: PLAY FAIR.
We pursue a strategy of sustainable and profitable growth, based on player protection: PLAY FORWARD.
The National Lottery, the precursor to FDJ UNITED, was created in 1933 to aid the “Gueules Cassées”, soldiers wounded in World War One. This lottery, born out of mutual aid, laid the foundations of what we are today: a company that chooses to contribute to society through its actions.
With FDJ, The National Lottery and a number of iconic online betting brands, including Unibet, FDJ UNITED has a portfolio of powerful brands all over Europe, which will continue to operate under their own trade names while embodying the Group’s values.
Our new name comes with a new visual identity that pays tribute to the past while looking firmly ahead to the future.
The FDJ UNITED logo uses a diamond shape derived from the La Française des Jeux diamond. The diamond shape was first used in 1991 and has since featured in every version of our logo, making it a powerful visual element of our brand that is carried on in the FDJ UNITED logo. Taken from the playing card suit, the diamond represents chance. The many facets of this pre-cious stone also symbolise our company’s multiple, complementary areas of business.
