bet365 expands French presence through horse racing partnership with ZEturf

Major UK-headquartered sportsbook bet365 is bringing horse racing closer to users in France through a new partnership with ZEturf. Together with horse racing specialist ZEturf, bet365 will offer a full range of pari-mutuel horse racing betting markets tailored to the operator’s latest French expansion campaign. The offer will be available through both the bet365 desktop website and its mobile app, ensuring coverage across all convenience preferences. The integration allows the Stoke-on-Trent-based firm to leverage local expertise while maintaining its own high-performance technology standards.

One of the intricacies of the French horse racing betting market is that it is based on the pari-mutuel model, demanding a high volume of wagers to operate efficiently. Therefore, tapping into ZEturf, a long-standing brand that offers daily programmes, results, and expert tips, allows bet365 to enter this segment with immediate scale. This expansion is a logical step for a company that has been supporting the sport for more than 25 years and sponsors premier events globally.

Numbers and facts

The launch marks a major milestone for bet365, which entered the French market under an ANJ licence earlier in May. However, the international growth comes amid significant challenges in the operator's home market. Last week, bet365 announced an internal restructuring that will result in approximately 340 job cuts affecting offices in Stoke-on-Trent, Gibraltar, and Malta. This represents the fifth instance of layoffs across major UK gambling conglomerates in 2026. Industry experts attribute these cuts to the increase in gambling tax introduced in last November’s Autumn Budget.

"The launch of our horse racing betting service in France marks a major milestone in bet365’s development. The French market is a global benchmark, driven by iconic competitions and a highly discerning community of enthusiasts." - Alex Sefton, Global Chief Marketing Officer at bet365

Background

bet365 had already introduced its flagship features such as Bet Builder, Cash Out, and Sub On Play On to French bettors earlier this year, just in time for the 2026 FIFA World Cup. The addition of horse racing completes the product suite in one of Europe's most regulated markets. A bet365 spokesperson noted that the company is currently facing a highly competitive trading environment alongside increased regulatory and tax-related costs. This environment has necessitated a review of operations to ensure long-term sustainability, leading to the difficult decision to reduce headcount in the UK while seeking growth elsewhere, including a recent launch in Washington DC.

Why it matters for German players

For players in Germany, this expansion illustrates the ongoing professionalization and regional specialization of global operators. While the French pari-mutuel system differs from the fixed-odds markets often found in Germany, the technical integration shows that bet365 is capable of adapting to complex local regulations. In Germany, the Interstate Treaty on Gambling 2021 (GlüStV 2021) dictates strict rules, including a 1,000 Euro monthly deposit limit across all providers via the LUGAS system and a 1 Euro maximum stake for online slots. German enthusiasts should always ensure they are playing on platforms listed on the official GGL whitelist to benefit from consumer protection standards that are as rigorous as those in France.

What it means for GGL-licensed casinos

The move by bet365 signals that top-tier operators are willing to invest heavily in regulated markets despite domestic setbacks. GGL-licensed casinos in Germany face similar pressures regarding taxation and regulatory compliance. The success of bet365’s hybrid approach—combining global brand power with local content specialists like ZEturf—could serve as a blueprint for other operators looking to enter or expand within the German market. As competition intensifies, the ability to offer a localized, high-quality product while strictly adhering to national laws like the GlüStV 2021 will be the primary differentiator for long-term success.