The partnership will create new opportunities for French horse racing, particularly in fixed-odds betting
France’s PMU has teamed up with Australian wagering technology provider BetMakers to provide pool and fixed-odds horse racing bets to international operators.
PMU said that the partnership will expand the marketing opportunities for French racing, helping to generate additional revenue for the French horse racing industry while enhancing the visibility and attractiveness of races organized in France among bettors worldwide.
PMU noted that French racing is already popular with international bettors, having been offered for several years by numerous pool and fixed-odds betting operators.
“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,” said PMU international director Aymeric Verlet. “This initiative will increase the international reach of our races while creating new revenue streams for the French horse racing industry.”
Bruno Gay, vice president of EMEA sales at BetMakers Technology Group, commented: “We are honoured 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.”
Earlier this week, Australia’s Tabcorp agreed a deal to acquire BetMakers at a price of A$0.24 per share, for an enterprise value of approximately A$267 million.
Shares in BetMakers Technology Group Ltd. (ASX:BET) closed 2.27 per cent lower at A$0.22 per share in Sydney Thursday.