BetMakers links with France’s PMU to expand betting offering
Wagering company PMU has partnered with BetMakers Technology Group to expand the availability of French horse racing through pool and fixed-odds betting in international markets.
PMU, which handles more than €9 billion in annual horse racing stakes, will use BetMakers’ technology and expertise to develop an integrated betting offering for international operators.
French racing is already offered by numerous pool and fixed-odds betting operators in international markets, with the partnership aimed at expanding its commercial reach.
The publicly listed BetMakers announced on Monday that it had reached a $267 million deal to sell the company to Tabcorp.
PMU international director Aymeric Verlet said the agreement would strengthen the organisation’s ability to offer French racing in markets where fixed-odds betting is widely developed.
“This partnership marks an important step in our international development strategy. By partnering with a reference player like BetMakers, we strengthen our ability to offer French racing under the best conditions, particularly in markets where fixed-odds betting is widely developed. This initiative will increase the international reach of our races while creating new revenue streams for the French horse racing industry,” Verlet said.
BetMakers vice-president sales EMEA Bruno Gay said the company would support PMU with technology designed to meet the requirements of international operators.
“We are honored to support PMU in this new phase of its international development. Our technology and expertise will enable the delivery of a high-performance and fully integrated offer, tailored to the expectations of international operators,” Gay said.
PMU said the partnership would create additional marketing opportunities for French racing, generate further revenue for the French racing industry and increase the international visibility of races conducted in France.
