Kambi Group has signed a long-term turnkey sportsbook partnership with PMU, giving the supplier entry into France's regulated sports betting market.
Under the agreement, Kambi will provide the French betting operator with its turnkey sportsbook for PMU's online fixed-odds sports betting operation.
PMU, which describes itself as France's historic number one provider of horseracing wagering, will use Kambi's pricing, trading and risk management capabilities alongside the supplier's managed sportsbook services and platform technology.
The agreement also includes a custom front-end solution designed for PMU's brand and tailored to the French market.
Kambi said the partnership is intended to support PMU's position in the country's online sports betting sector while maintaining its existing regulatory and responsible gambling standards.
The deal expands Kambi's presence into another regulated jurisdiction and adds France to its list of sportsbook markets.
PMU Chief Marketing, Product and e-commerce Officer, Olivier Pribile, added: "The partnership with Kambi is an important strategic step in PMU's evolution as one of the leading sports betting operators in France."
Pribile added: "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."
Kambi Group CEO, Werner Becher, said the agreement marked the supplier's entry into France and would bring its sportsbook technology and trading services to PMU's online sports betting offer.
The partnership centres on PMU's fixed-odds digital sportsbook rather than its core horse racing wagering business, where the operator has long held a strong presence in the French market.
It also signals another contract win for Kambi as it continues to supply sportsbook technology across online and retail channels in regulated markets.
In past coverage, Kambi was also named as the sportsbook supplier for the new retail betting facility at Wind Creek Chicago Southland in Illinois, where it is providing the platform for a 4,200 sq ft venue featuring self-service kiosks and bring-your-own-device functionality.
PMU said the agreement forms part of a broader planned transformation of its multi-game offering
