BetMakers Signs PMU Deal to Take French Racing Global

BetMakers Technology Group has signed a partnership with PMU, the French horse racing betting operator that handles more than €9 billion in annual stakes, to power an integrated pool and fixed-odds betting offer aimed at international operators.

The deal, announced August 12, 2026, lands two days after Tabcorp agreed to acquire BetMakers in a deal valuing the wagering technology firm at an enterprise value of approximately AU$267 million.

Under the partnership, PMU will use BetMakers’ technology and expertise to deliver what the companies describe as a high-performance, fully integrated horse racing betting product covering both pool and fixed-odds wagering, designed for operators outside France.

Aymeric Verlet, PMU’s International Director, said the agreement fits the operator’s international development strategy:

> “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. This initiative will increase the international reach of our races while creating new revenue streams for the French horse racing industry.”

Bruno Gay, BetMakers’ Vice President of Sales for EMEA, said the company’s technology would enable delivery of an offer tailored to the expectations of international operators.

What BetMakers Brings to PMU’s International Push

PMU is one of the world’s largest pool betting operators, with French racing already distributed for several years by numerous pool and fixed-odds betting operators internationally, according to the partnership announcement. The deal is built around widening that distribution — expanding marketing opportunities for French racing, generating additional revenue for the French horse racing industry, and raising the visibility of races organized in France among bettors worldwide.

BetMakers, listed on the Australian Securities Exchange since 2015, supplies B2B wagering infrastructure, data and analytics products, racing content, and pari-mutuel tote technology across regulated markets including Australia, Asia, Europe, the United Kingdom, and the Americas. Its business splits into two segments: Global Betting Services, which provides odds creation, bet processing and risk management technology to bookmakers and accounts for roughly 40% of revenue, and Global Tote, which handles tote hosting, international pooling and commingling software, and retail betting hardware and accounts for the remaining 60%, according to Tabcorp’s acquisition filing.

The PMU agreement adds to a run of partnerships BetMakers has signed through 2026, including a deal to distribute Swedish operator ATG’s horse racing content across Australia and New Zealand in July 2026 and the selection of its AdVantage product by BetConstruct AI at the end of July 2026.

The Tabcorp Takeover Hanging Over the Deal

The PMU partnership arrives while BetMakers is under an agreed takeover by Tabcorp, Australia’s largest wagering operator. Tabcorp announced on August 10, 2026 that it had entered a binding agreement to acquire 100% of BetMakers’ shares at AU$0.24 per share in cash, implying an equity value of approximately AU$283 million and an enterprise value of approximately AU$267 million. The offer carries the unanimous recommendation of the BetMakers board.

Tabcorp has framed the acquisition around three pillars: modernizing its wagering technology stack, establishing a global B2B growth engine, and delivering greater speed and efficiency. The company is targeting AU$30 million in annual pre-tax cost synergies by the end of the second year of ownership, driven by replacing its existing betting platforms with BetMakers’ technology and rationalizing data centres, corporate applications and vendor contracts. BetMakers shareholders can elect to receive 25%, 50%, 75% or 100% of their consideration in Tabcorp shares, subject to an aggregate cap of 25% of total consideration, priced at the greater of AU$1.00 and Tabcorp’s five-day VWAP before the scheme’s record date.

Completion remains conditional. The transaction requires approval from BetMakers shareholders and the court, clearance from the Australian Competition and Consumer Commission under Australia’s mandatory merger control regime, and consents from gaming and racing authorities in the jurisdictions where BetMakers operates — a list that now spans its partnerships across Europe, the UK, the Americas and Asia. Both sides carry break fees of AU$2.83 million under the deal’s protection provisions.

What Happens Next

Tabcorp and BetMakers are targeting implementation of the transaction during the third quarter of Tabcorp’s 2027 financial year, subject to those regulatory approvals. A scheme booklet containing the independent expert’s report is expected to be dispatched to BetMakers shareholders in late calendar 2026, per the August 10, 2026 filing.

For PMU, the partnership continues an international expansion push for French racing at a time when France’s broader gambling market is drawing new entrants — bet365 launched in France in August 2026 as the country’s online gambling market grew to €2.6 billion. PMU, a historic French horse race betting company that also operates sports betting and poker verticals through partnerships with Kambi and Playtech, is one of only three operators licensed in all three of France’s online gambling verticals.