Kambi Group has entered France’s regulated gambling market with a deal to power leading betting operator PMU.
The long-term agreement will see PMU utilise Kambi’s turnkey sportsbook solution to power its fixed-odds online sportsbook, as the operator seeks to elevate its position in the French sports betting market.
As part of the turnkey solution, PMU will benefit from Kambi’s AI-powered pricing, trading and risk management capabilities.
Werner Becher, Kambi Group CEO, said: “PMU is a powerhouse brand in European sports betting and the ideal partner for Kambi’s entry into France. Our Turnkey Sportsbook is purpose-built to help operators win in competitive and regulated markets, and we’re proud to bring our full breadth of technology and trading to the iconic PMU brand as we look to set a new benchmark for sports betting in France.”
Olivier Pribile, chief marketing, product and e-commerce officer at PMU, said: “The partnership with Kambi is an important strategic step in PMU’s evolution as one of the leading sports betting operators in France. Kambi’s turnkey sports betting solution will enable us to offer a betting experience that meets the highest market standards to our online customers.
“This is the first step in a major transformation of our multi-game offering that will take place soon and will allow PMU to reposition itself as a leader in online gaming.”
As a part of its transformation program, PMU launched a unified mobile application today, bringing together its sports betting, horse racing and poker verticals in the PMU PLAY app.
PMU chief executive Cyrille Giraudat commented: “This launch of a single application bringing together the three online gaming universes marks the beginning of a new era for PMU in the online market.
“Faced with the challenges of the digital market and the evolving expectations of our customers, we are reaffirming our position as the leading online horse racing operator, while paving the way for a renewed ambition in the sport for 2026. This launch is a key element of our strategy to revitalise the business.”
Pribile added: “PMU PLAY is a unique “triple play” app on the French market that offers the best of horse racing, sports betting and online poker. Our bettors will therefore be well served with a rich 2026 marked by several new launches in horse racing betting, starting with the addition of AI to advise our customers, as well as the integration into the app of the entire poker offering and by the long-awaited overhaul of the sports betting offer, a few months before the World Cup.”