Hong Kong PR

(AsiaGameHub) –   The deal marks Kambi’s expansion into France’s regulated betting market, as PMU aims to reinforce its market position leveraging Kambi’s advanced sportsbook and front-end technology.

Press release.- Kambi Group has reached a Turnkey Sportsbook partnership agreement with Pari-Mutuel Urbain (“PMU”), one of France’s top betting operators and the country’s long-standing number one provider of horse racing wagering. This long-term deal represents Kambi’s official entry into France’s regulated sports betting market, and Kambi will power PMU’s fixed-odds online sportsbook operations. 

PMU will roll out Kambi’s full suite of Turnkey Sportsbook solution, combining Kambi’s AI-powered pricing, trading and risk management tools with its end-to-end managed sportsbook services, high-performance platform and cutting-edge UX technology. As a core part of the partnership, Kambi will also deliver a custom front-end solution built exclusively for PMU’s brand, delivering a distinct and highly localized user experience in this competitive market. 

Together, these capabilities will help PMU strengthen and elevate its standing in the French sports betting market, boost customer engagement, and continue upholding the integrity, responsibility and regulatory standards that have defined PMU’s market leadership for decades. 

Werner Becher, CEO of Kambi Group, said: “PMU is a powerhouse brand in European sports betting and the perfect partner for Kambi’s entry into France. Our Turnkey Sportsbook is purpose-built to help operators succeed in competitive and regulated markets, and we are proud to bring our full range of technology and trading expertise to the iconic PMU brand as we work to set a new benchmark for sports betting in France.” 

Olivier Pribile, PMU’s chief marketing, product and e-commerce officer, added: “Partnering with Kambi is a key strategic step in PMU’s evolution as one of France’s leading sports betting operators. Kambi’s turnkey sports betting solution will let us offer an online betting experience that meets the highest market standards for our customers. This is the first step in a major transformation of our multi-game offering that will launch soon, and will allow PMU to reposition itself as a leader in online gaming.”