ANJ approval of software client and API implies partnership between France’s heritage horseracing racebook Pari Mutuel Urbain (PMU) and sportsbook technology supplier Kambi Group.

France’s gambling regulator the Autorité Nationale des Jeux (ANJ) has approved PMU’s sports betting software client and API from the Swedish sportsbook provider Kambi for the French online sports betting market, implying a betting partnership between the two companies for launch in the coming months.

ANJ’s decision was published at the end of last week and fits with PMU’s plans to restructure its online betting and gaming offering as part of its Pacte PMU 2030 project to modernise its product portfolio and revive its horse racing and OSB fortunes.

SBC News contacted the groups for comment, but both declined to provide further detail on the information. While last week’s approval by ANJ is not a guarantee of a final agreement or partnership between the two groups, it is highly unlikely that PMU would undertake the regulatory process if it did not intend to use Kambi’s sports betting technology in France. Further product, tech and compliance approvals are also likely.

Kambi’s solution is well viewed across the industry, especially in regulated markets, and following criticism of its strategic focus on Tier 1 operators the group has loosened its criteria towards Tier 2 partnerships to broaden its customer base. Meanwhile for PMU, online sports betting could be a strong product diversification tool for the group as it’s not its core activity.

Kambi’s revenues were down in Q3 but Group CEO Werner Becher said the seven sportsbook and three Odds Feed+ deals the group signed during the period were “a clear reflection of the commercial progress we are making”.