Flutter Entertainment will be providing its sportsbook platform to French operator PMU as part of an extension of its existing B2B partnership.
Expanding a relationship between the two companies that began in 2010, PMU becomes the first external brand to use Flutter’s multi-channel B2B sportsbook platform, with market leading customer products and associated operational services.
This is in addition to the continued provision of event management, fixed odds pricing, and risk management services.
“We are delighted that PMU have chosen to extend our partnership and become the first external brand to adopt our B2B Sportsbook platform,” said Flutter chief strategy officer Tom Bowry. “This Sportsbook solution has been developed through a relentless focus on innovation and is powered by the exceptional expertise derived from our global portfolio of brands.
“We are excited about our B2B Sportsbook capabilities and the opportunities available to us in the future as we continue to invest to meet evolving customer needs and expectations.”
PMU e-commerce director Emmanuel Vacher said: “PMU.fr is the undisputed leader in the online horse racing betting market and also offers sports betting and poker. In sports betting, we were looking to simplify our architecture through a turnkey solution and to concentrate our efforts on Marketing and CRM. Flutter’s offering meets this need.
“Alongside them, we are now engaged in a multi-year partnership. Our common objective is, thanks to the expertise and technological capabilities of Flutter, to have within PMU.fr a leading Sports betting offer, services and user experience – such as for horseracing – and to gain market share.”
Horse race betting currently represents more than 90 per cent of PMU’s business, with the operator diversifying into sports betting and poker when the French online gaming market was opened to competition in 2010.
PMU recently passed the historical milestone of 14,000retail points of sale operational across France with the opening of its latest retail presence at Le Petit Saint Cloud in Rueil-Malmaison. This follows the opening of more than 1,000 new establishments during 2023.
Shares in Flutter Entertainment plc (LSE:FLTR) were trading marginally higher by 0.31 per cent at 16,425.00 pence per share in London earlier Wednesday.