Pari-Mutuel Urbain (PMU) has entered a long-term igaming and sports betting partnership with Kambi Group plc, marking the supplier’s entry into France’s regulated betting market.
Under the agreement, Kambi will provide its Turnkey Sportsbook solution to support PMU’s fixed-odds online sportsbook operations. The integration includes pricing, trading and risk management capabilities, alongside platform infrastructure and front-end technology tailored to the operator’s brand.
The move represents an expansion of igaming and sportsbook capabilities for PMU, which has historically been associated with horse racing wagering in the French market. By deploying Kambi’s technology, the operator is extending its digital betting offering within a competitive regulated environment.
France’s betting market operates under a regulated framework that includes both pari-mutuel and fixed-odds products, with licensed operators seeking to differentiate through technology and product development. The partnership enables PMU to integrate an external sportsbook platform while maintaining its existing position within the market.
For Kambi, the agreement adds France to its portfolio of regulated igaming and sportsbook markets, as suppliers continue to expand across Europe through partnerships with established local operators.
Werner Becher, Kambi Group CEO, said: “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.”
Olivier Pribile, PMU® Chief Marketing, Product and e-commerce Officer, added: “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.”
