Interactive
France – Barrière launches BarriereBet as ‘phygital project’
By Phil - 22 September 2020
French operator Lucien Barrière group has confirmed it is expanding its gaming offer by launching BarrièreBet, a platform dedicated initially to sports betting, then eventually to horse racing betting and poker.
Barrière has signed a contract with BetConstruct who will operate the BarrièreBet brand, allowing Barrière to ‘benefit from the expertise and technology of BetConstruct, which have already proved their worth in the French market, as well as internationally.’
From the launch of BarrièreBet on September 16, registered players will be able to place bets on around 40 sports with the resumption of the football championships (Premier League and La Liga, the Football Ligue 1 which resumes September 20 with the OM-Lille and Nice-PSG matches), Roland Garros, and many others. It will offer betting on more than 30,000 sporting events / year, and more than 200 types of bets per event.
Beyond the game offer itself, BarrièreBet will reward the performance of bettors in the community and allow them to have unique experiences in the various establishments of the Group. BarrièreBet will offer many activities for punters and sports enthusiasts with thousands of free bets up for grabs and also content, such as the “Zoom On…” section which analyzes statistics of a team or a player in link with an upcoming event, “The B Bet Trophy” which shares a visual every Monday presenting the best bet of the week, or “Ce Jour-là” which looks back on an event or an actor who marked the history of ‘a sport.
Barrière said: “The launch of BarrièreBet is part of the Group’s desire for transformation and diversification and the acceleration of its digital strategy initiated by Alexandre Desseigne-Barrière, Director of Transformation,” the statement continued. Designed as a phygital project, aimed at offering a global gaming experience whether you are an online player or in a physical casino, BarrièreBet reinforces Barrière’s diversification strategy in the entertainment world. Leader of casinos in France, Barrière also offers a sporting and entertaining experience in its establishments, in particular through its Sports Cafés, meeting place for sports enthusiasts, whether amateur or not, to follow the live broadcasts of the biggest sporting events, as well as through eSport events and competitions. Barrière thus naturally strengthens its position as a benchmark player in the leisure sector.”
Dominique Desseigne, Chairman and CEO of Barrière, added: “The online games market is a new area of development which will allow our group to consolidate its positions and promote its brands, but also to increase our reputation among new players, and to retain our customers, followers of our physical casinos. ”
This is not the Barrière Group’s first foray into online gaming. As soon as the authorized sector opened in July 2010, it obtained authorization from ARJEL for Barrierepoker.fr, the result of a partnership between the casino group Lucien Barrière and Française des Jeux. This site was closed in September 2013.
BetConstruct has been present on the French market since mid-June 2019, with an approved site, Vbet.fr. At the same time, the Partouche group had also launched its own site, PasinoBet.fr with this technology.
