FDJ UNITED, one of Europe’s leading gaming and betting operators, has renewed its 7-year-long partnership with NetRefer. The collaboration, which began in 2017 when Kindred Group first selected NetRefer to power its affiliate programme, now continues under the FDJ UNITED banner following its acquisition of Kindred in 2024.
With more than 33 million players, 5,000 employees, and operations in over 10 countries, FDJ UNITED has established itself as one of the top three gaming and betting operators in Europe. Its portfolio includes iconic brands such as Loto, Euromillions, Unibet and 32Red, spanning lottery, sports betting, and online casino. The Group’s acquisition of Kindred strengthened its digital-first capabilities and reinforced its leadership position in regulated markets worldwide.
Affiliate marketing plays a vital role in FDJ UNITED’s international strategy. Managing 10 brands and 12 products through NetRefer’s platform, the Group is active across the United Kingdom, Sweden, the Netherlands, Belgium, Denmark, Italy, Romania, Estonia and Australia. By combining strong local market knowledge with cutting-edge innovation, FDJ UNITED continues to deliver an omnichannel experience that balances entertainment with responsibility.
“Renewing our partnership with NetRefer reflects our commitment to building a scalable, data-driven affiliate programme that supports our international growth. The platform’s usability is a major strength, with an intuitive interface that reduces training time and keeps productivity high in fast-paced marketing environments. NetRefer also provides the reporting clarity needed to monitor performance and optimise partnerships, with the upcoming Report Builder set to be a game-changer for tailoring insights to stakeholders. Together with NetRefer CoPilot AI and features like Single Sign On, the platform delivers the intelligence and efficiency required to ensure a responsible and engaging iGaming experience for millions of players worldwide.”
James Frendo, Affiliate Operations Manager at FDJ UNITED
As part of its growth strategy, FDJ UNITED is expanding its online betting and gaming footprint while modernising the customer experience across both retail and digital channels. The Group also invests heavily in the future of gaming through FDJ Ventures, a €100 million fund supporting startups that contribute to its innovation strategy involving player engagement and safer products.
Responsibility remains central to FDJ UNITED’s identity. As a successor to the French National Lottery, founded in 1933, the Group has a long history of redistributing value for the benefit of society. Its responsible gaming policy, developed over more than 20 years, combines prevention, player protection, and innovation. The Online Betting & Gaming division has set an industry-leading ambition to reduce the share of revenue derived from high-risk players. Beyond gaming, initiatives such as Mission Patrimoine and Mission Nature further highlight its commitment to creating a positive social and environmental impact.
Through NetRefer’s affiliate marketing platform, FDJ UNITED gains the performance clarity and scalability needed to manage a complex, multi-market programme. NetRefer CoPilot AI provides actionable insights from advanced data models, while ASR 1.0 API enables precise reporting across brands and regions. The upcoming Report Builder will add even more flexibility, giving FDJ UNITED’s teams the ability to tailor insights to stakeholders and sharpen decision-making.
“We are delighted to continue our partnership with FDJ UNITED, a company that has become a true leader in European iGaming. Their focus on usability, innovation, and responsible growth aligns perfectly with our own values. By combining FDJ UNITED’s scale and ambition with NetRefer’s clarity of data, AI-powered insights, and flexible reporting tools such as NetRefer CoPilot AI and the upcoming Report Builder, we are creating an affiliate framework that empowers long-term success across multiple markets. After seven years of collaboration, we are proud to support FDJ UNITED in shaping the future of affiliate marketing on a global scale.”
Christian Joseph Sammut, Head of Professional Services at NetRefer
This renewal highlights the strong and lasting relationship between FDJ UNITED and NetRefer. By combining FDJ UNITED’s scale and international ambitions with NetRefer’s proven expertise in affiliate technology, the partnership continues to set new standards in transparency, performance, and sustainable growth within the iGaming sector.
Want to learn more about FDJ UNITED? Visit their website or check them out on Instagram, YouTube, and LinkedIn for the latest updates. If you’re interested in becoming an FDJ UNITED affiliate, sign up to their Affiliate Programme today.
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