bet365 Partners With ZEturf for French Pari-Mutuel Horse Racing Launch

bet365, the UK-headquartered sportsbook, has entered a partnership with ZEturf to expand its horse racing betting services in France. The collaboration enables bet365 to deliver tailored pari-mutuel horse racing markets for French customers, available via its desktop site and mobile app. The deal comes after bet365’s market entry under the Autorité Nationale des Jeux (ANJ) licence in May 2026.

Partnership Details: bet365 and ZEturf

Through this new arrangement, bet365 will integrate ZEturf’s horse racing expertise directly into its technology platform. ZEturf brings deep experience in daily racing programmes, expert tips, and online pari-mutuel betting, covering both French and international races. The integration ensures that bet365’s offering aligns closely with the specific betting model and expectations of France’s established horse racing audience.

“The French market is a global benchmark, driven by iconic competitions and a highly discerning community of enthusiasts,” said Alex Sefton, Global Chief Marketing Officer at bet365.

The partnership is structured around the dominant French pari-mutuel model, where all wagers are pooled and payout odds are calculated based on overall pool distribution. This distinguishes the French market from fixed odds environments, placing emphasis on shared betting outcomes and dynamic returns.

How the Partnership Expands bet365’s French Market Offering

The integration with ZEturf brings:

• Access to a localised pari-mutuel market for horse racing enthusiasts
• Daily coverage and results for both domestic and international races
• Expert race tips and information tailored to French punters

The new horse racing features are now live for customers using bet365’s web and mobile interfaces. The operator positions this launch as a significant advance in its strategic targeting of France, a country recognised for its prominent place in global horse racing.

bet365’s International Expansion and Product Rollout

bet365’s launch of horse racing betting in France follows its ANJ-licensed debut in the jurisdiction in May 2026. The operator brought key sportsbook products—including Bet Builder, Cash Out, Bet Tracker, and Sub On Play On—to the French market just before the 2026 FIFA World Cup, aiming to compete in a jurisdiction with a robust betting culture. The launch with ZEturf adds a specialist layer that distinguishes bet365’s product suite for local customers.

Recent moves have seen bet365 expand beyond Europe, including a recent launch in Washington, DC. The company has prioritised localisation, working with established partners relevant to each jurisdiction to ensure regulatory compliance and audience engagement.

Competitive and Regulatory Pressures in Core Markets

While expanding into France and the US, bet365 is simultaneously navigating challenges in its largest market, the United Kingdom. Last week, the company announced an internal restructuring resulting in approximately 340 job losses across offices in Stoke-on-Trent, Gibraltar, and Malta. These changes form part of a broader trend among UK gambling operators in 2026, responding to elevated gaming taxes set out by the UK government in its November 2025 Autumn Budget.

A bet365 spokesperson stated that these organisational changes follow a review of company operations “amid a highly competitive trading environment” and in response to rising regulatory and tax burdens.

ZEturf’s Role and Strategic Implications for Horse Racing Operators

By linking with ZEturf, bet365 gains access to an operator with proven insight into the French horse racing ecosystem. ZEturf delivers:

• Experience with daily race programs and results aggregation
• Local consumer behaviour knowledge
• Integration with pari-mutuel structures domestically and in select international markets

For the French industry, the partnership signals enhanced competition among digital providers and additional options for bettors seeking innovative and locally attuned betting experiences.

“We are proud to leverage over 25 years of horse racing betting expertise to offer an experience that combines the excellence of French pari-mutuel betting with the standards of innovation, performance, and quality for which bet365 is renowned internationally,” said Sefton.

Outlook for France and Beyond

The French horse racing launch marks another phase in bet365’s international growth strategy and its commitment to providing locally relevant products. As regulatory frameworks shift in the UK and elsewhere, the company is adapting through partnerships, product diversification, and operational adjustments. Partnerships like that with ZEturf may become increasingly important for operators seeking growth in regulated European markets. For more on regulatory shifts, visit our regulation section.