Bet365 Enters French Horseracing Market Through Partnership With ZEturf

Bet365 has formally launched its horseracing product in France, marking the operator’s latest move in a complex and tightly regulated jurisdiction. The product rollout, live on both the bet365 app and the bet365.fr website, follows the company’s May 2026 entry into France with sports betting services and an initial public commitment to add both poker and horseracing to its local portfolio.

Strategic Launch of Bet365 Horseracing in France

The horseracing product’s debut comes after Bet365 acquired the necessary licence in May 2026. This latest development builds upon its earlier French market entry and leverages a partnership with ZEturf, the FDJ United-owned horseracing brand. Bet365 chose to partner with ZEturf rather than build standalone market liquidity. French horseracing is uniquely operated on a pari-mutuel model, pooling stakes and setting odds based on collective wagering rather than fixed-odds.

Alex Sefton, chief marketing officer at Bet365, described the launch as a pivotal move for the operator:

"Hosting some of the most iconic events in the sport and home to one of the most knowledgeable racing audiences in the world, we’re excited to bring more than 25 years of horseracing expertise to one of world’s most prestigious markets," Sefton stated.

Regulatory Particularities of the French Market

France is recognised as one of Europe’s most intricate regulated gambling environments. Online casino play remains unregulated and the state-owned Pari Mutuel Urbain (PMU) retains a monopoly over retail horseracing services. In 2025, the French government raised the gross gaming revenue (GGR) taxation rate on online sports betting from 54.9% to 59.3%, though horseracing tax duties were left unchanged.

This landscape has prompted caution amongst international operators, resulting in a small cohort of global firms—namely Bet365, FDJ United, and Betclic—currently offering online horseracing in France. For new entrants, unique regulatory demands and France’s commitment to the pari-mutuel system mean partnerships with established local operators like ZEturf are the pragmatic path to market access.

Partnership With ZEturf: Approach and Rationale

French horseracing’s regulatory focus on the pari-mutuel system shapes every market move by international brands. Rather than developing its own liquidity pool, Bet365 integrated directly with ZEturf’s infrastructure, conforming to local rules and leveraging ZEturf’s strong operational experience. As a result, player stakes are combined and pay-outs are calculated based on total amounts wagered, aligning Bet365’s offers to the national system.

This arrangement addresses regulatory prerequisites while also offering the operator immediate access to an established customer base with a deep knowledge of French racing.

The Competitive and Fiscal Environment for Horseracing Operators

Despite the GGR tax hike in 2025 for online sports betting, the horseracing tax framework has stayed consistent. The regulatory preference for a pari-mutuel approach, coupled with strict licensing, limits new operator entry. Currently, only Bet365, FDJ United (the owner of ZEturf), and Betclic are positioned in France’s regulated online horseracing market.

With online casino products remaining unregulated and offline retail still controlled by PMU, France remains a complex but attractive proposition for international operators with the resources to adapt.

Bet365’s Future Approach in France

Bet365’s expansion in France was initiated in May 2026, launching first with sports betting, before outlining a phased addition of poker and horseracing. This horseracing launch marks the completion of one major plank in those plans. The company signals intent to leverage its more than 25 years of experience in global horseracing markets, catering to a French audience known for its engagement and expertise.

Bet365’s model—using partnership to streamline compliance in a restrictive regulatory landscape—may foreshadow similar market entries elsewhere in Europe. Operators keen to track regulatory change or follow further market moves can consult recent updates in regulation and B2B sections.