PMU and BetMakers Form Global Partnership for French Horse Racing

The landscape of international horse racing is undergoing a significant transformation. Pari Mutuel Urbain (PMU) has announced a strategic alliance with BetMakers Technology Group to commercialize French horse racing content on a global scale. This partnership combines premier racing content with state-of-the-art technological infrastructure to offer both pool betting and fixed-odds wagering to international operators.

With an annual turnover exceeding 9 billion euros in stakes, PMU stands as one of the largest betting operators in the world. Despite its dominance in France, the organization views international expansion as a critical pillar for future growth. The agreement with BetMakers allows PMU to meet the specific technical requirements of global bookmakers by providing fully integrated betting products rather than just raw data or video feeds.

Numbers and facts

PMU's scale is highlighted by its 9 billion euro annual wagering volume. The organization already operates in 51 countries with over 100 international partners. The new deal with BetMakers specifically strengthens its reach in markets like Australia, where fixed-odds betting is the dominant format. BetMakers will utilize its CoreAPI solutions to make French races, including the prestigious Prix de l'Arc de Triomphe, accessible to millions of bettors worldwide.

"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." - Aymeric Verlet, International Director at PMU

Bruno Gay, Vice President Sales EMEA at BetMakers Technology Group, echoed this sentiment, stating that the company is honored to support PMU's international development. The technological infrastructure provided by BetMakers acts as a bridge between high-quality French content and global end-users, covering France Galop flat and jump racing as well as Societe du Trotteur Français trotting events.

Background

French racing has long enjoyed international appeal, but technical barriers have often hindered seamless integration for global betting sites. The implementation of BetMakers' high-performance architecture solves this by allowing real-time processing of data and odds. This is particularly vital for the growing demand in live betting and fixed-odds markets. Furthermore, this expansion generates essential revenue streams that support the French breeding and racing industry.

As of August 2026, BetMakers is also actively involved in other market movements, including potential acquisitions of Tabcorp assets. The focus on the European market through the PMU deal demonstrates a clear strategy to diversify its global footprint through high-tier content partnerships.

Why it matters for German players

For German bettors, news regarding international pool alliances is relevant as it impacts market liquidity and the availability of premium content. In Germany, gambling is strictly regulated under the Interstate Treaty on Gambling 2021 (GlüStV 2021). Those wishing to bet on French races must ensure they use operators listed on the official GGL whitelist. These licensed bookmakers guarantee player protection, including the 1,000 euro monthly deposit limit managed via the LUGAS system.

While the PMU-BetMakers deal is primarily B2B, German customers may benefit from improved stream quality and more accurate odds if their licensed providers adopt these new feeds. However, strict German regulations remain in place, such as the 1 euro stake limit for slots and rigorous monitoring of sports betting activities to prevent addiction. Unlicensed offshore sites do not offer these legal safeguards.

What it means for GGL-licensed casinos

Casinos and sportsbooks with a GGL license must ensure that all products comply with German standards. A cooperation like the one between PMU and BetMakers could make it easier for German licensees to expand their portfolios legally. Since BetMakers acts as a technical provider, German platforms must ensure that data transmission and odds calculations remain transparent and compliant. This strengthens the regulated market against black-market competitors that often lure players with risky odds and zero player protection.