FDJ UNITED Affiliates

History and Background

FDJ UNITED Affiliates is the affiliate business unit of FDJ UNITED, a French state-concession gaming group that became a European champion after acquiring Kindred Group in October 2024. The affiliate program itself originated in 2010 as the Unibet affiliate program, later expanding under Kindred Group’s affiliate network. Following the merger, the program was renamed FDJ UNITED Affiliates in 2024 and continues to operate with the same team, platform, and brand portfolio.

Business Model and Platforms

The program’s core offering is access to eight major online gaming and betting brands that are licensed in jurisdictions including the United Kingdom, Sweden, Denmark, Australia, Romania, Estonia, Italy, and the Netherlands. These brands span sports betting, casino, poker, bingo, and live casino verticals. Prominently featured brands include Unibet, Maria Casino, Bingo.com, Storspiller, and iGame. Affiliates can promote these brands across multiple languages and receive local support from dedicated account managers. Operationally, FDJ UNITED Affiliates uses the NetRefer affiliate marketing platform, a data-driven, AI-powered system that provides real-time tracking, reporting, and commission management. In September 2025, FDJ UNITED renewed its partnership with NetRefer for a multi-year term, underscoring the program’s commitment to advanced analytics and scalability.

Commission Structures and Awards

Commission models include tiered revenue share starting at 25% and increasing with volume, CPA (cost per acquisition), and hybrid deals. The program also offers commission boosters and a flexible payment schedule with multiple payment methods. FDJ UNITED Affiliates has received multiple industry awards for best affiliate program and best affiliate management over its 15+ years of operation. Testimonials highlight the reliability of the NetRefer platform, the quality of brand conversions, and the professionalism of the team.

Governance and Integration

In terms of governance, the affiliate program is part of the Online Betting and Gaming (OBG) business unit of FDJ UNITED. In February 2026, FDJ UNITED appointed Pascal Chaffard as Chief Online Betting and Gaming Officer, placing him in charge of the entire OBG unit that includes FDJ UNITED Affiliates. He replaced Nils Andén, who had overseen Kindred’s integration and then left the group. The OBG unit is focused on completing the operational transformation and returning to growth, with a performance plan targeting over €150 million in cumulative savings by 2028.

Regulatory and Market Position

FDJ UNITED as a whole is listed on Euronext Paris (ticker: FDJU) and has a strong commitment to responsible gaming, with policies on preventing underage gambling and excessive gambling. The affiliate program’s activities are aligned with these principles, requiring affiliates to comply with local regulations and responsible marketing practices. Despite a challenging environment of higher gaming taxes and tighter regulation in 2025, the group grew its GGR by 1% on a restated basis and maintained an EBITDA margin of 24.5%. The affiliate program’s performance is not disclosed separately, but as a key distribution channel, it contributes to the group’s online betting and gaming revenue.