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Flutter Entertainment Powers PMU’s Leap into Enhanced Sportsbook Services



A Milestone Collaboration: Flutter Entertainment and PMU Elevate Sports Betting Experience

In a groundbreaking move, Flutter Entertainment announces the extension of its B2B partnership with France’s leading operator, PMU. This collaboration sets a new standard in the sports betting landscape by integrating Flutter’s sophisticated multi-channel B2B sportsbook platform into PMU’s offerings, a first for any brand outside the Flutter network.

Revolutionizing Sports Betting with Advanced Technology

Since initiating their strategic alliance in 2010, Flutter has significantly contributed to PMU’s market success by providing cutting-edge event management, fixed odds pricing, and risk management services. Leveraging the advanced trading system used globally across Flutter’s brands, PMU has enjoyed unparalleled access to top-tier sportsbook solutions.

Tom Bowry, Flutter’s Chief Strategy Officer, expressed excitement about the partnership’s evolution, highlighting the sportsbook solution’s development through continuous innovation and global expertise. Flutter’s commitment to addressing customer needs and expectations promises a bright future for this B2B sportsbook initiative.

PMU: A Stalwart in Horse Race Betting and Beyond

PMU, established in 1930, stands as Europe’s top horse race betting operator and ranks third globally. With a workforce of 1,100 and operations spanning online platforms, 14,000 retail outlets, and French racecourses, PMU dedicates over 90% of its business to horse race betting. The operator plays a crucial role in financing the French horse racing industry, contributing €835m in 2023 to support the sport’s sustainability and associated jobs.


A Strategic Shift Towards Enhanced User Experience

Emmanuel Vacher, PMU’s E-commerce Director, highlighted the company’s leadership in online horse racing betting, alongside its offerings in sports betting and poker. Seeking a turnkey solution to streamline its sports betting architecture, PMU found Flutter’s platform perfectly aligned with its goals to focus on marketing and CRM efforts.

Vacher anticipates that the partnership will significantly enhance PMU’s sports betting user experience, aiming for a stronger market presence in France. This move mirrors the trend among European operators like Kindred Group and Betsson, who have ventured into offering B2B sportsbook technology to refine the betting ecosystem further.

Setting New Benchmarks in the Sports Betting Industry

As PMU embarks on this multi-year partnership with Flutter, the sports betting community watches closely, anticipating how this collaboration will redefine standards and foster market growth. With the backdrop of major industry moves, such as FDJ’s acquisition offer for Kindred Group, the sports betting landscape is ripe for innovation and transformation, led by pioneers like Flutter Entertainment and PMU.


Andrew, a seasoned specialist in sports writing, joins the Gamingo.News editorial team, enriching our coverage with his profound expertise in sports journalism. His fascination with the sports industry ignited in his university days, where he excelled in collegiate sports analysis, eventually steering him towards the dynamic realm of sports betting and online gaming forums. Armed with a wealth of insight and experience, Andrew now channels his fervor for sports into insightful reporting, offering our readers exclusive updates and in-depth perspectives on the latest online gaming trends.

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