PMU has partnered with BetMakers Technology to accelerate the development of its horseracing betting offering across pool and fixed-odds markets internationally.
The French operator will use BetMakers Technology to provide an integrated horseracing betting offering across pool and fixed-odds markets for international operators. The partnership will expand marketing opportunities for French racing and help generate additional revenue for the French horseracing industry.
PMU International Director Aymeric Verlet noted: "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. This initiative will increase the international reach of our races while creating new revenue streams for the French horseracing industry."
BetMakers Technology Vice President Sales EMEA Bruno Gay added: "We are honored 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."
Tabcorp recently agreed to acquire wagering technology supplier BetMakers Technology Group in a deal with an enterprise value of approximately AU$267m (US$188.7m)
Furthermore, this development comes after a series of innovations from PMU focused on enhancing horseracing wagering revenue. The most important one is, of course, the March launch of the PMU Play platform, the only app on the French market that combines horseracing, sports betting and poker on a single platform.
With the platform, the operator shifted its cross-selling strategy, focusing on encouraging sports and poker bettors to try horseracing in 2026. It noted that it is easier to engage existing gamblers than those who do not gamble. In April PMU launched a major campaign to promote its Play platform.
Meanwhile, last month, PMU launched AI-powered horseracing chatbot Léon for players with PMU+ and Play accounts. The tool provides race information, horse and driver statistics, betting guidance and AI-based recommendations using historical performance data.
In April, PMU introduced ‘’World Pool’’ branding for 2026 flat races with HKJC participation
