Kambi Expands into French Market Through Long-Term Collaboration with PMU
Kambi Group has announced the signing of a strategic, long-term Turnkey Sportsbook agreement with Pari‑Mutuel Urbain (PMU), marking the company’s inaugural move into France’s regulated sports betting industry. Under this partnership, Kambi will deliver its managed trading, risk management, and platform services to support PMU’s online fixed-odds sportsbook.
Kambi Ventures into France via Major Sportsbook Collaboration with PMU. The partnership signifies Kambi’s first foray into the French market, with PMU one of France’s premier betting operators and a historic leader in horse racing wagering serving as the launchpad. The deal will see Kambi’s sportsbook technology, complemented by a bespoke front-end tailored to PMU’s branding, powering the operator’s online fixed-odds betting platform. The collaboration aims to bolster PMU’s position within France’s competitive online sports betting landscape.
This new venture introduces Kambi’s solutions into a fresh regulated environment, distinct from PMU’s traditional horse racing business. The agreement emphasizes a long-term relationship, with Kambi providing its Turnkey Sportsbook product integrating trading, risk management, and platform services into a comprehensive managed sportsbook solution.
As part of the deal, PMU will leverage Kambi’s advanced AI-driven pricing, trading, and risk management tools, alongside its fully managed sportsbook platform. The package also includes a customized front-end interface that aligns with PMU’s brand identity, designed to deliver a localized and engaging online betting experience for French customers.
Werner Becher, CEO of Kambi Group, expressed enthusiasm about the partnership:
“PMU is a powerhouse brand in European sports betting and the ideal partner for Kambi’s entry into France. Our Turnkey Sportsbook is purpose-built to help operators win in competitive and regulated markets, and we’re proud to bring our full breadth of technology and trading to the iconic PMU® brand as we look to set a new benchmark for sports betting in France.”
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Olivier Pribile, PMU’s Chief Marketing, Product, and E-commerce Officer, highlighted the strategic importance of the collaboration: “The partnership with Kambi is an important strategic step in PMU’s evolution as one of the leading sports betting operators in France. Kambi’s turnkey sports betting solution will enable us to offer a betting experience that meets the highest market standards to our online customers. This is the first step in a major transformation of our multi-game offering that will take place soon and will allow PMU to reposition itself as a leader in online gaming.” Kambi Signing With PMU
