PMU has launched Léon, an AI-powered horseracing chatbot for players with PMU+ and Play accounts.
The chatbot provides bettors with race information, horse and driver statistics, betting guidance and AI-driven recommendations based on historical performance data.
Available 24/7, Léon is designed to support both novice and experienced bettors, reinforcing PMU’s focus on innovation and improving the online horseracing betting experience.
The operator said the launch aims to modernise its horseracing offering, building on the successful rollout of its PMU Play platform.
Launched on 31 March, PMU Play combines horseracing, sports betting and poker within a single platform. Users can switch between the different offerings through a dedicated button in the app. It is the only app on French market that combines these three verticals together.
The operator added that the platform could introduce additional gaming segments in the future, including a potential online casino under the “Play” brand, subject to regulatory approval.
In France, growth over the last ten years in both market share and customer numbers has been driven by three activities: lottery, sports betting and poker. Horseracing, however, has lagged behind.
PMU is adjusting its cross-selling strategy, focusing on encouraging sports and poker bettors to explore horseracing in 2026. The operator noted that engaging existing gamblers is more effective than targeting people who do not currently participate in gambling activities.
In April, PMU launched a major nationwide 360-degree campaign across TV, outdoor advertising, press and digital channels to promote its Play app. The campaign was unveiled on 14 April during the UEFA Champions League quarter-final second-leg match between Liverpool and Paris Saint-Germain.
The Chatbot is named Léon as a nod to Léon Zitrone a notable horseracing journalist
