bwin.fr and SAjOO.fr to merge

While the terms of the merger are not being disclosed, the combination will deliver real financial benefits in a number of areas including marketing and shared resources and as a result, the combined entity will be much better placed to deliver attractive financial returns.

Both Amaury and bwin France share a common objective of delivering an exciting and competitive online offer, and have been working together since 2008. With an estimated 9% share of the French online betting market, SAjOO.fr has already surpassed the goals set at its launch back in 2010.

Commenting on today’s announcement, Norbert Teufelberger, Co-CEO of bwin.party, said:
“Combining the resources of SAjOO and bwin France makes perfect sense and will only enhance our already strong position in the French market. With the prospect of a more commercial regulatory framework in 2012, we look forward to building a market leading enterprise with our long-standing partner.”

Philippe Carli, Amaury Group’s Chief Executive Officer, said: “This merger creates a new force in the French market, one that we expect will prosper over the months and years to come. We remain optimistic that the current review of the existing regulatory framework being conducted by the French Government will result in significant improvements to the legal and regulatory framework. In this context, Amaury group is strengthening its involvement with bwin France, one of the sector’s leading operators.”