22 May 2025
A new identity, a new signature, a new purpose… the Group is reinventing itself, internationalizing and diversifying, but its commitments and convictions remain intact.
The new purpose of FDJ UNITED, approved at the Annual General Meeting on May 22, 2025, is in continuity with the company’s identity since its creation in 1933. It commits us, now and in the future, to a renewed collective vision.
“Inspire the future of safe and entertaining lottery, gaming and betting with positive impacts on society.
We provide safe, innovative and entertaining lottery, gaming and betting products to our customers, wherever we meet them, and fuel their dreams and emotions.
We continuously strive to prevent and reduce the risks and harmful consequences associated with our activities. Our goal is to be recognized as the benchmark operator in the lottery, gaming and betting industry by inspiring and promoting best practices. Responsibility is our constant focus.
We actively support good causes and local communities and remain faithful to our longstanding heritage and our model of redistribution. We go beyond by taking actions to positively contribute to society and the environment.
We commit with passion to build a future of sustainable growth with our stakeholders based on a playful and fair model for lottery, gaming and betting.”
After several acquisitions, including Premier Lotteries Ireland (PLI) in 2023 and Kindred in 2024, the Group has opened a new chapter in its history, one that is more digital, more diversified and more international. Imagining a common purpose has become essential to support this transformation. It is this purpose that guides our actions and commitments over the long term.
And who better to set this course than our employees and major external stakeholders? More than 2,000 people mobilized and participated in this collaborative process to define the mission that FDJ UNITED wishes to pursue in the service of society and the environment.
It is thanks to our stakeholders that this purpose comes to life today. In the months and years to come, in all the diversity of our businesses, in all the countries where we operate, I hope that it will guide our steps, our thoughts and our actions on a daily basis.
News
On 18th February the EGR Europe Briefing 2026 conference was held in Malta addressing a wide range of issues around the online gaming and betting industry related to tax, other developments and the illegal market. FDJ UNITED were present, both with attendance in the audience and Rolf Sims who moderated the panel on developments in Finland with Head of Compliance at Legal Gaming Heikki Koivula, Head of Public Affairs at PAF Sverker Skogberg and CEO of the Finnish Trade Association for Online Gaming Mika Kuismanen.
As part of FDJ UNITED’s ongoing commitment to safer gambling and evidence-based practices, we’re proud to highlight cutting-edge research that advances our understanding of player safety.
