Forget the smelly bars, the sticky linoleum floors, the grimy countertops. Forget standing in line between two smokers to place a bet: France is gentrifying its horse betting venues. The iconic PMU spots are getting a facelift.
Across the country, PMU outlets are often housed within bar-tabacs, serving as hubs for a wide range of local needs: a pack of Gauloises, a quick espresso, or the latest tip on which horse might win. The clientele is predominantly male, and while some find these places deeply authentic, others might be put off by just how authentic they are.
But now, the French can place their bets in style. The historic betting operator has just opened a new venue in LyonFrances third-largest citycalled Le Cheval des 3. Exposed stone walls, dark wood furniture, leather seating no expense was spared, and it shows. The inspiration? A 1930s French bistro, says the company.
The only thing that clashes with the vintage look is the presence of several state-of-the-art flat screens, constantly showing live races, and digital terminals where customers can place their bets.
At the tableswhere players find paper slips with boxes to ticka waiter, who used to manage a stable, serves drinks and, as a former insider, reassures guests that horse racing isnt rigged.
The company plans to open another twelve venues soon, targeting major cities like Bordeaux, Strasbourg, and Paris. This is just the beginning: by 2027, PMU of these stylish establishments across France.
Rooted in local life
In many rural parts of France, PMUs are consideredespecially by the predominantly male clienteleas one of the last remaining bastions of social life. As the company describes itself, PMU is a driver of unique conviviality and a creator of social bonds.
Deeply rooted in the local fabric, PMU also plays a crucial role in keeping social connections alive across France, explains Richard Viel, Chairman of the Board. Its 14,200 partner points of sale are essential meeting and exchange venues.
A new urban audience
However, in large cities, where options for spending your timeand your moneyare much broader, simply being there isnt enough. People want more, and that more is exactly what PMU is offering with its new concept.
These revamped venues are designed to attract a new kind of customerone that values premium experiences and isnt too keen on the usual atmosphere found in traditional PMUs. A customer who might otherwise turn to online betting altogether if brick-and-mortar venues dont reinvent themselves.
PMUs new strategy could help the company stay at the top of its game. It remains the leading horse betting operator in Europe and the third largest globally, with an impressive 9.1 billion in horse race bets placed in 2024.
Recently, Frances gambling regulator, the ANJ, approved PMUs action plan to tackle problem gambling. However, it also called on the company to strictly enforce the ban on sales to minors by implementing a rigorous point-of-sale control policy.
Feeling lucky in the final furlong? Get your heart galloping with the thrill of high-stakes punts and bonuses worth backing. SiGMA 바카라 connects you to the best sports betting sites. Dont hedge your bets -saddle up and ride it home!
