Bet365 Launches Its Turf Product in France with ZEturf

Bet365 is now operating its turf product in France, consolidating its expansion strategy following the acquisition of a license and thanks to its alliance with ZEturf, a subsidiary of FDJ United. France is the second regulated market in Europe where the global operator extends its horse racing offering, a move that directly responds to the French regulatory and commercial structure. The solution is available both in the Bet365 app and on the bet365.fr portal.

Launching the Horse Racing Product: Conditions and Strategic Alliance

The official launch of Bet365's turf betting in France comes four months after the operator's arrival in the country with sports betting. Bet365 acquired the horse racing license in May, after debuting in the French market. To incorporate horse racing, the company chose a collaborative format with ZEturf, owned by FDJ United, instead of developing its own liquidity.

The reason: the French turf market operates under a pari-mutuel system, where all bets go into a common pool, and odds are set based on the total amount wagered. Betting on cooperation was the logical response to these conditions, thus facilitating immediate access to the product without the complexities of building a proprietary betting fund.

"A Major Milestone" According to Bet365's Management

Bet365's Marketing Director, Alex Sefton, described the launch as a significant turning point for the company.

“It hosts some of the most iconic events in the discipline and has one of the most informed racing audiences in the world; we are excited to bring more than 25 years of turf experience to one of the most prestigious markets in the world,” Sefton commented.

The company thus reinforces the group's multi-channel offering, having also proposed the future incorporation of online poker in France.

The Regulatory Context in France: Barriers and Opportunities

France represents one of the most demanding environments for international operators. The tax on online sports betting gross gaming revenue (GGR) increased in 2025 from 54.9% to 59.3%, a decision that did not impact horse racing. The online casino segment remains unregulated, while the retail distribution of horse betting continues to be a state monopoly of PMU.

The regulatory ecosystem limits competition mainly to national operators or alliances like that of Bet365 and ZEturf. In fact, outside of FDJ United and Betclic, few global players offer turf in the country. For gaming multinationals, effective entry is limited to authorized products or agreements with local channels already established in the horse racing niche.

Impact on the Offer and Positioning in the French Horse Betting Market

The deployment of Bet365's horse racing product completes a key phase of its roadmap in France. The turf operation complements its initial sports betting proposal and facilitates differentiation from other foreign operators with limited presence in the country.

With the presence of ZEturf—one of the leading French horse betting managers—Bet365 can offer access to a consolidated network of events, information, and local features. The market dynamics may evolve if regulation, currently restrictive in verticals like casino, progresses towards greater openness.

Current Competitors and Limitations in the French Turf Market

The online French turf sector is dominated by a small number of global companies that have overcome regulatory barriers. As of today, FDJ United, Betclic, and the new presence of Bet365 make up this limited group. The high fiscal context, along with the pari-mutuel model and direct competition from the state operator PMU in the retail channel, places the vertical's profitability under pressure and moderates the interest of new international entrants.

In the face of these hurdles, Bet365's strategy relies on the internationally accumulated know-how and its over 25 years of turf history, seeking to capture the most informed and demanding betting base in Western Europe.