Svenska Spel has entered into a new partnership with Pari Mutuel Urbain (PMU) which will see the duo launch a new horse racing betting service.
Through the partnership, Svenska Spel and PMU will launch ‘Svenska Spel Trotting & Gallop’ – a new wagering category showcasing French and international horseracing fixtures.
Adding further value for racing punters, PMU fixtures will be added as a Svenska Spel’s ‘High Five’ feature, allowing Swedish customers to wagering on French pools.
Helena Hallman, Product Manager Racing, Svenska Spel Sport & Casino, commented: “We are very happy to finally be able to present the collaboration with PMU which makes it possible for us to offer Europe’s largest daily horse games to our customers.
“It feels incredibly fun and exciting. Within the framework of the collaboration, we can offer fast and fun games every day, it is simply a high-class equestrian sport with Europe’s highest prize pools.”
The collaboration agreement will also come with streaming rights, allowing customers to follow all races live both in store and online.
Hallman added: “At the beginning of 2019, we started sneaking in games at Swedish trotting races and we have seen that the interest from our customers has increased gradually. What we have been missing is a high-profit bet on the horses that we now get through the collaboration with PMU. This is something our customers have asked for, which we are now happy to be able to offer them.”
Aymeric Verlet, International Director, PMU concluded: “We are very pleased to welcome Svenska Spel Sport & Casino as a new partner within the framework of our international collaborations. We have the same values and are convinced that Svenska Spel Sport & Casino will play a major role in horse racing in Europe.
“The collaboration will help us offer French horse racing to new customers and help strengthen the image of European horse racing in Sweden, says Aymeric Verlet, International Director, PMU.”