BetMakers Partners with PMU to Combine Pool and Fixed-Odds Solutions for International Horse Racing Growth
TL;DR — BetMakers Technology Group partnered with PMU to expand French horse racing internationally via integrated pool and fixed-odds betting technology. PMU handles more than €9 billion in annual stakes. The deal proceeds uninterrupted during Tabcorp’s hundreds-of-millions acquisition of BetMakers.
SCCG Take — Acquisitions need not pause commercial momentum. Technology partnerships allow racing operators to enter fixed-odds markets and open new revenue channels for domestic industries.
BetMakers Technology Group has entered a strategic partnership with French horse racing operator PMU as the Australian technology provider maintains normal operations following its acquisition by Tabcorp. The agreement centers on expanding PMU’s international betting offering by integrating pool betting with fixed-odds solutions.
PMU ranks among the largest pool betting organisations globally and handles more than €9 billion in annual horse racing stakes. The collaboration gives PMU access to BetMakers’ technology platform and expertise to deliver integrated racing products to operators in regulated markets where fixed-odds wagering holds strong appeal.
Technology and Distribution Objectives
Aymeric Verlet, International Director at PMU, said: “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 horse racing industry.”
According to SBC News, Bruno Gay, Vice President Sales EMEA at BetMakers Technology Group, said: “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.”
The deal supports PMU’s existing efforts to distribute French racing content abroad through multiple betting formats.
Continuity Through the Tabcorp Transaction
The partnership was announced after Tabcorp reached an agreement to acquire BetMakers Technology Group in a transaction valued at hundreds of millions of dollars. As reported by World Casino News, BetMakers has continued to execute new commercial initiatives without interruption.
This development aligns with broader moves by international racing organisations to widen distribution of events and associated betting products across regulated jurisdictions. The arrangement produces a concrete second-order effect: PMU gains a streamlined route to operators seeking combined pool and fixed-odds liquidity without building the infrastructure internally.
Reporting: World Casino News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Tabcorp's acquisition of BetMakers isn't slowing deals—PMU's €9B racing footprint now gets fixed-odds distribution firepower.
This is how you keep the engine running during a sale. BetMakers proves M&A doesn't mean paralysis—PMU gets global fixed-odds reach, French racing gets new revenue streams, and Tabcorp inherits live momentum. We've guided clients through consolidation cycles: commercial partnerships are the signal that a platform still has traction, not just balance sheet appeal.
- PMU handles €9B+ annually; now integrates BetMakers fixed-odds tech for international distribution
- Deal signed amid Tabcorp's hundred-million-dollar acquisition—business as usual, no pause
- Opens new revenue channels for French racing in fixed-odds-heavy regulated markets
SCCG angle: We've placed technology providers with Tier 1 racing operators in every regulated corridor. When our clients are in play—acquisition, expansion, or both—we connect them to commercial partners who keep deals flowing and valuations rising. This story is a playbook we've run dozens of times.
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