bet365 signs partnership with ZEturf for horse betting in France

bet365 has officially expanded its offering in the French market through a new partnership with the specialized horse betting operator ZEturf. From this agreement, bet365 users in France will be able to access horse betting markets in pari-mutuel mode, aligned with current French regulations. The integration, available on both the bet365 website and mobile app, follows the operator's acquisition of a license from the Autorité Nationale des Jeux (ANJ) in May.

Partnership between bet365 and ZEturf: details and objectives

The collaboration places bet365 alongside ZEturf, a local player recognized for its expertise in managing daily racing programs, results, forecasts, and online betting. The services provided by ZEturf will cover both national and international competitions and will be integrated directly into bet365's technology platform. This union focuses on adapting the horse betting offering to the French audience, characterized by a preference for the mutual model.

“The French market is a global benchmark, driven by iconic competitions and a highly demanding community of enthusiasts,” stated Alex Sefton, Global Chief Marketing Officer of bet365. “We are proud to bring over 25 years of experience in horse betting to provide an experience that combines the excellence of French pari-mutuel with the innovation, performance, and quality standards for which bet365 is internationally recognized.”

How does the pari-mutuel model operate in France?

France maintains a horse betting system where bets are pooled, and final odds are subject to the total amount wagered on each outcome. This mutual model predominates in the country's horse segment. Through ZEturf, bet365 will be able to leverage an already established infrastructure for providing results, programs, and expert tips adapted to the French and international calendar.

Advantages of technological integration

• Direct access to the daily racing database and feed.
• Real-time updates of results.
• Betting management tools and recommendations for French players.

bet365: development, licenses, and international expansion

The partnership is formalized following bet365's recent entry into the country under a license from the Autorité Nationale des Jeux (ANJ). The operator introduced its signature sportsbook functions in France: Bet Builder, Cash Out, Bet Tracker, and Sub On Play On, anticipating the FIFA World Cup 2026, thereby strengthening its local competitiveness. More about the regulatory landscape.

In addition to the move in France, bet365 continues its internationalization process with the recent launch of operations in Washington, DC. This strategy represents the developmental path adopted by the company to offset challenges in mature markets like the United Kingdom.

bet365's horse betting amidst pressure in the UK

bet365's growth in France and the United States comes amid internal pressure in its home market. Last week, the company announced an internal restructuring that will involve the elimination of approximately 340 jobs in its Stoke-on-Trent, Gibraltar, and Malta offices. This adjustment adds to a string of job cuts experienced by major UK operators during 2026, due to an increase in gaming taxes from the Autumn Budget of November 2025.

A spokesperson for bet365 confirmed that the company is conducting a strategic analysis in light of a "highly competitive operating environment" and the impact of new regulatory and fiscal demands.

Outlook and relevance for suppliers and operators

With the integration of ZEturf, bet365 enhances its capacity to cover domestic and international races for the French audience, which may represent opportunities for content providers, rival operators, and stakeholders in the European horse racing industry. The decision to centralize investments in regulated markets and diversify against regulatory pressures in key markets is shaping the international expansion path of the British operator.

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