In a significant expansion of their partnership, Pari Mutuel Urbain (PMU) has struck a groundbreaking agreement to leverage Flutter Entertainment’s B2B sportsbook platform. This move marks PMU as the first external operator outside the Flutter group to adopt the advanced betting system, enriching its offerings in the sports betting arena.
The alliance between PMU and Flutter Entertainment, originally forged in 2010, is now poised to reach new heights with this latest collaboration. PMU will now have access to an array of customer products and related operational services through the cutting-edge Flutter platform. This rollout exemplifies PMU’s commitment to customer experience by providing an integrated and comprehensive betting experience.
Adding to the suite of services, PMU will continue to utilize Flutter’s expertise in event management, fixed odds pricing, and risk management services. Flutter Entertainment has also committed to ongoing investments into their platform, thereby guaranteeing continual enhancements and ensuring an adaptable sports betting product offering.
PMU’s e-commerce director, Emmanuel Vacher, highlighted the strategic motives behind the collaboration, citing the desire for a turnkey solution that simplifies their architecture. Their focus is set to pivot more toward marketing and customer relationship management (CRM). Vacher expressed confidence in the partnership, asserting that the combined technological prowess and expertise of Flutter will drive PMU to become a leader in the sports betting landscape, enhancing services and user experience—including their distinguished horseracing platform—with a goal to capture an increased market share.
Echoing Vacher’s enthusiasm, Flutter’s chief strategy officer, Tom Bowry, shared his delight over PMU’s decision to embrace their B2B sportsbook platform. Bowry emphasized that the platform was crafted with a dedication to innovation and a future-oriented vision. The collaborative effort is resolute in meeting evolving customer needs and validating Flutter’s optimistic outlook for their B2B capabilities in future sports betting endeavors.
This agreement is yet another stepping stone in what has been an exceptional year for Flutter. The company recently reported a 25% rise in year-on-year revenue, reaching an impressive £9.51 billion in the 12 months leading up to December 31. FanDuel, a key player in Flutter’s portfolio directed towards the US market, recorded a remarkable 38% increase in revenue, accounting for £3.06 billion of the total earnings.
The financial uptrend for Flutter was not limited to the American market, as the company witnessed a 15% surge in revenue in the UK and Ireland, amounting to £2.46 billion. Revenues from Flutter’s International division, which encompasses markets outside of the US, UK, Ireland, and Australia, reported a substantial 36% climb to £2.29 billion.
Further bolstering their position, Flutter has expanded its reach by finalizing the acquisition of a majority stake in MaxBet, a prominent Serbian sports betting and gaming operator. This strategic acquisition, which was initially agreed upon in September 2023, saw Flutter shelling out €141 million for a controlling 51% share of MaxBet.
PMU’s incorporation of Flutter’s esteemed B2B sportsbook platform ushers in a new chapter in their long-standing partnership. With a track record of success and growth, both entities are poised to redefine the sports betting industry and to leverage their synergetic capabilities to deliver unparalleled service and experience to sports betting customers worldwide.
