On 31 March, users of PMU will gain access to its new platform, PMU Play, which brings horseracing, sports betting and poker together. Codenamed “One Love,” the project has resulted in a new brand that unifies these offerings in a single platform.
Users will be able to switch between offerings via a button in the app. The operator also said the platform could introduce new gaming segments in the future, including a potential online casino under the ''Play'' brand, subject to regulation.
Olivier Pribile, PMU’s Director of Marketing, Product and E-commerce, stated: “What we're launching this Tuesday, March 31st, is the only app on the French market that combines horse racing, sports betting and poker. The only one.”
Pribile added: “PMU Play must be an appropriate response to everything that has happened in the market over the last 10 years, which has cost us.
“Both in terms of market share and customer numbers. Growth over the last ten years has been driven by three activities: lottery, sports betting and poker. Horseracing is lacking.”
PMU is shifting its cross-selling strategy, with a focus on encouraging sports and poker bettors to try horseracing in 2026. It noted that it is easier to engage existing gamblers than those who do not gamble.
Sports bettors will see a new PMU platform supported by Kambi. Alongside promotions and alerts integrated into other games, PMU will use artificial intelligence to guide users towards horse racing bets.
Pribile explained: “There will be a small tab where players can click to receive automatic advice from AI, which analyses the runners, the form and provides a recommendation for a favourite.”
PMU Play forms part of a wider recovery strategy that will also rely on the land-based network. Operators' online horseracing activity grew by 12% in the first two months of the year, while land-based activity declined by 8%.
The launch follows FDJ United's recent merger of the ParionsSport and Unibet brands into a single platform, while ZEturf remains separate but linked across apps. PMU is presenting the platform as its major innovation for the first half of the year.
