With two months left before the 2026 FIFA World Cup, PMU has launched a major campaign to promote its new PMU Play app, which combines horseracing, sports betting and poker in a single platform.
Created by BBDO Paris, a major creative advertising agency, the campaign will be unveiled on 14 April during the second leg of the UEFA Champions League quarter-final between Liverpool and Paris Saint-Germain.
It will also be supported by a nationwide 360-degree campaign across TV, outdoor advertising, press and digital channels.
The PMU Play campaign presents a cinematic “move” in which elements from horseracing, sports betting and poker are taken from scenes of victory and brought together on a bettor’s smartphone, highlighting the app as a unified and disruptive new platform.
PMU CEO Cyrille Giraudat stated: “This campaign embodies our ambition: to transform the betting experience in France by offering a unified, modern platform that meets the highest market standards.
“With this campaign, we are returning to the forefront with a fresh momentum while reaffirming our position as the leading online horseracing operator.”
The app was launched on 31 March. Users can switch between offerings via a button within 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.
PMU is also 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
