Kambi Bolsters Its French Market Footprint With PMU

(AsiaGameHub) –   Sportsbook provider Kambi has made headway in the French market through a new collaboration with local operator Pari-Mutuel Urbain (PMU).

In particular, Kambi will cater to French racing enthusiasts by utilizing PMU’s well-established user base and standing as one of the longest-running horse racing betting operators to power PMU’s fixed-odds online sportsbook.

Although Kambi has been working with FDJ United since November 2025 to provide its Odds Feed+ product while FDJ United shifts to its own in-house end-to-end system, the company had not previously operated in France—meaning this partnership with PMU marks its debut in the market.

“PMU is a powerhouse brand in European sports betting and the ideal partner for Kambi’s entry into France,” said Werner Becher, Kambi Group Chief Executive Officer.

“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.”

PMU aims to bolster its standing in France by rolling out Kambi’s Turnkey Sportsbook solution, which adds integrated AI-driven pricing, trading, and risk management features. These are complemented by Kambi’s exclusive high-tech platform and user experience (UX) equipped with cutting-edge innovations.

Designed specifically for PMU’s users, Kambi will develop a custom front-end interface that effectively showcases the operator’s brand identity, helping PMU stand out from local competitors and maximize its customer retention potential.

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.”

This collaboration is the most recent announcement from Kambi, indicating that the company is seeking to resume growth following a period of stagnation in 2025, as reflected in its latest financial reports.

Having experienced an 8.2% year-over-year revenue decrease—falling from €176.4 million (£151.1 million) to €162 million—and a drop in full-year profit from €18.8 million to €8.1 million, these partnerships are set to be crucial for Kambi’s recovery efforts in 2026.