France’s PMU opts for BetMakers in move for international expansion
The French racing betting operator says the deal will strengthen its international profile.
France.- BetMakers Technology Group has signed an agreement with the French horseracing betting operator Pari‑Mutuel Urbain (PMU) to deliver systems to support its pool betting and fixed‑odds betting services. The state-controlled operator sees the deals as a way to strengthen its international profile.
“This partnership marks an important step for our international development strategy,” said Aymeric Verlet, PMU’s International Director. “The initiative will increase the international reach of our races while creating new revenue streams for the French horse racing industry.”
PMU holds a monopoly on horse racing betting in France and plays a central role in the World Pools initiative, a global liquidity network spearheaded by the Hong Kong Jockey Club and joined by other major operators such as the UK Tote Group.
For BetMakers, the PMU deal adds to a growing list of collaborations. Over the past year, the Melbourne‑based firm has partnered with operators including Sweden’s ATG and PointsBet, which operates in both Australia and Canada, as well as B2B supplier BetConstruct. It’s currently in the process of being acquired by Tabcorp for AU$267m (€163.5m).
The latter hopes BetMakers’ technology and international partnerships may provide a strategic edge as the company navigates tough competition from the likes of Entain’s Ladbrokes and Neds, Bet365, and Flutter Entertainment’s Sportsbet.
“We are honoured to support PMU in this new phase of its international development,” said Bruno Gay, Vice President Sales EMEA at BetMakers. “Our technology and expertise will enable the delivery of a high‑performance and fully integrated offer, tailored to the expectations of international operators.”
