Winamax wants to increase its presence in Germany in 2024

The French sports betting group Winamax has gone on the offensive on the German market in recent weeks and months. At the beginning of the year, the company joined the German Sports Betting Association and now wants to bring its services to local customers with a new campaign for fair, legal gaming conditions and community.

Winamax describes itself as "one of the largest providers of online poker and online sports betting in the world". The Paris-based company has held a German licence for corresponding services since 2021, which it provides via the platform of the same name "Winamax.de". Interesting fact: After the company was founded in 1999, it initially marketed a football manager computer game.

In 2004, the entrepreneurial focus finally switched to sports betting. With success - according to official figures, turnover in 2021 was more than 590 million euros. The company itself boasts a customer base of over seven million registered users. These mainly come from France, England and Germany.

Winamax is also active in sponsoring on a broad front. The VfB Stuttgart players currently wear the logo on their shirts. As we reported, this partnership has been heavily criticised. Internationally, AS Saint-Étienne, FC Granada, Racing Strasbourg and other football clubs are supported. In addition, a whole series of professional poker players act as brand ambassadors for the Group, such as Gaëlle Baumann, Davidi Kitai and Álex Romero.

The wide range of offers and activities in sports betting, poker and sponsoring are apparently to be significantly expanded once again in 2024. Felix Boddenberg, Winamax's marketing manager for the German market, clearly states in the press that the company wants to appeal to the sports fan community and further increase its profile in Germany. At the centre of this plan is a new campaign for fair, legal gaming conditions and community building.

Joining the DSWV marked the start of the expansion

Winamax has been a member of the German Sports Betting Association (DSWV) since 1 January 2024. The company thus joins an illustrious ranks of sports betting providers who are committed to "the proper and modern further development of sports betting regulation in Germany". Safeguarding the integrity of sporting competition and combating illegal gambling are important issues in this context. Other partners include AdmiralBet, Betano, Betway and bet365.

DSWV President Mathias Dahms emphasises the high relevance of prudent gaming in particular in connection with the future collaboration:

"Winamax not only brings impressive expertise, but also a breath of fresh air from the French market. Together, we want to promote responsible gaming and raise standards in the sports betting industry."

Winamax Managing Directors Alexandre Roos and Christophe Schaming also address the need to curb illegal offers:

"Together, we want to combine our efforts to work with politicians and the public to achieve effective measures to protect players and combat the black market."

Going on the offensive with a new player protection campaign

Joining the DSWV is followed by a new campaign, with which the intentions that have already been agreed together with the industry association and assured through membership are now to be put into practice for customers. According to the press, the company's initiative is clearly aimed at setting itself apart from the illegal services on the black market. Player and youth protection are being prioritised. Safety always comes first.

This can be seen on the provider's website above all in an extensive programme to support responsible gaming behaviour. In the "Player protection" section, dangerous symptoms are listed, the option of self-exclusion is given prominently and limit options are offered. In addition, a great deal of transparency is provided in terms of security, handling of deposits and legal conditions.

Felix Boddenberg comments:

"We offer our customers a safe and reliable framework so that the character of sports betting as an adult pastime is always preserved. With our campaign, we want to appeal to the sports fan community and further expand our brand awareness in Germany. The high-reach and attention-grabbing measures also enable us to actively differentiate ourselves from dubious providers who use the grey and black market to win the favour of sports betting fans."

The company also wants to be approachable and part of the player community:

"With puns such as 'The referee blows the whistle and we toast', the campaign emphasises the entertainment and community aspect of our offering. It also emphasises our self-image as an authentic, approachable and transparent company."

Boddenberg is also calling for active action against illegal providers:

"While betting stakes with legal providers who adhere to the strict regulations are on the decline, business on the grey and black market is booming. To counteract this development, we need decisive action from the Joint Gambling Authority of the federal states, fair competitive conditions and user education."

Conclusion