BetMakers Technology Group has entered into a new agreement with the French racing betting operator Pari-Mutuel Urbain (PMU). The partnership involves the deployment of systems to support pool betting and fixed-odds services for the state-controlled entity.
Strategic Objectives
The collaboration aims to enhance the international visibility of French horse racing. Aymeric Verlet, International Director at PMU, noted that the initiative supports the company's global development strategy. He stated that the project will expand the reach of races and generate additional revenue streams for the industry.
PMU currently maintains a monopoly on horse racing wagering within France and participates in the World Pools initiative alongside the Hong Kong Jockey Club and the UK Tote Group.
Bruno Gay, Vice President of Sales EMEA at BetMakers, commented on the technical scope of the project. He said, "Our technology and expertise will enable the delivery of a high-performance and fully integrated offer, tailored to the expectations of international operators."
The deal follows recent collaborations for the Melbourne-based firm with Swedish operator ATG, PointsBet, and supplier BetConstruct. BetMakers is currently in the process of being acquired by Tabcorp for AU$267m (€163.5m). Tabcorp intends to utilize the firm's technology to compete against market rivals including Entain, Bet365, and Flutter Entertainment.