Business is continuing as usual for BetMakers Technology Group in the aftermath of Tabcorp’s multi-hundred-million dollar purchase of the company.
The Australian betting technology group has signed a deal with Pari-Mutuel Urbain (PMU), the French state-owned company with a monopoly on horse racing betting in the country.
Horse racing has been BetMakers’ primary focus since its foundation in 2011, with the company delivering betting technology services to a range of operators over the past two decades.
French racing going global
The company’s partnership with PMU will entail the usual services. BetMakers will provide technology to support an integrated horse racing betting offer for both pool betting and fixed-odds betting.
PMU is a prominent operator both domestically, due to its monopoly status, as well as internationally due to its role in the World Pools, a global liquidity pool for horse racing betting led by the Hong Kong Jockey Club (HKJC) and also involving other notable national pool betting operators like the UK Tote Group.
For PMU, the partnership serves to support its international development ambitions.
The company wants to expand marketing opportunities for French racing by improving its betting proposition. It also hopes that the integrated betting technology will help generate additional revenue for French horse racing.
“This partnership marks an important step in our international development strategy,” said Aymeric Verlet, PMU’s International Director.
Verlet continued: “This initiative will increase the international reach of our races while creating new revenue streams for the French horse racing industry,”
For BetMakers, the deal continues a string of partnerships secured by the Melbourne company over the past year.
The firm has been partnering with both operators – such as Swedish company ATG and fellow Australian company and Canadian market player PointsBet – and fellow B2B firms like BetConstruct.
“We are honored to support PMU in this new phase of its international development,” said Bruno Gay, Vice President Sales EMEA, BetMakers Technology Group.
“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 may also be of interest to Tabcorp, which will be acquiring a company with a broad international footprint as and when its takeover of BetMakers goes through.
Tabcorp seems more interested in using the firm’s tech to consolidate its already formidable position in its native Australia, however, with the company facing a changing regulatory environment and tough competition from the likes of bet365, Entain’s Ladbrokes and Neds, and Flutter Entertainment’s Sportsbet.
