La Française des Jeux Re-brands Consumer Offering

France's state-controlled gaming operator, La Française des Jeux, is to launch a new brand name and logo this week for its consumer operations as it seeks to create a new identity for itself in the soon to be liberalised French gaming market.

Not wanting to disassociate itself with its heritage and widespread brand recognition, La Française des Jeux will continue to be used as the corporate name of the gaming operator and for its sponsorship activities, while its more commonly used acronym, FDJ, will become the company's official consumer brand.

"The name FDJ has been chosen because it is already very much associated with la Française des Jeux, just like the clover leaf that accompanies the name," said the company in a statement Wednesday. "These two elements are united in an arrow which symbolically guides and accompanies the player through every phase of their gaming experience."

With over €9 billion turnover in 2008, la Française des Jeux is the world's third largest lottery operator, serving 29 million customers through its network of over 37,000 retail points-of-sale and online at fdjeux.com.