France liberalizes chic approach to horse wagering

Swanky Wagers: France's Traditional Horse Racing Betting Shops Go Upscale

Entirely transforming the conventional image, France is revitalizing its horse racing betting shops operated by the iconic PMU. Say adieu to gritty pubs, sticky linoleum floors, and dirty counters; instead, prep for a posh betting experience.

Usually nestled within tobacco shops, these once humble spots served various purposes: a pack of Gauloises, a swift espresso, or a valuable horse racing tip. Yet, the patrons, predominantly male, found these traditional locales a mix of authenticity and discomfort.

Now, the French can bet in the lap of luxury. The trailblazing Paris Mutuel Urbain (PMU) recently unveiled a lavish locale in Lyon, France's third-largest city, christened Le Cheval des 3. Rich in exposed stone walls, dark wooden furniture, and opulent leather seats, this establishment leaves no stone unturned in its quest for elegance. "A French bistro from the 1930s" is the company's inspiration.

Surprisingly, the vintage vibe clashes with the ultra-modern flat screens, always broadcasting live races, and the cutting-edge digital terminals for convenient bet placement.

The tables, adorned with sheets for patrons to mark their bets, are tended by a former stable manager-cum-waiter, who assures guests that the "races aren't fixed".

In the near future, PMU plans to open twelve more locales targeting major cities like Bordeaux, Strasbourg, and Paris. By 2027, the revamped betting operator aims to grace 150 urban locales across France.

Rooted in Local Fabric

In rural France, PMU locales have a loyal clientele, predominantly male, and are considered a vital link in social life. As PMU describes itself, PMU is the catalyst for a "unique coexistence" and fosters "social bonds".

Richard Viel, President of the Administrative Council, maintains that PMU is "deeply rooted in the local fabric" and plays a critical role in keeping social connections alive throughout France. With 14,200 associated sales points, these spaces serve as meeting spots and hubs for exchange.

A New Urban Audience

In bustling city life, indolence isn't enough to hold an audience. People crave excitement and unique experiences, and this is precisely what PMU delivers with its new concept.

The revamped locales are designed to entice a new generation of patrons who seek premium experiences and demand a more comfortable environment than traditional PMU locales. This newcomer might have otherwise gravitated towards online betting if physical locales failed to evolve significantly.

PMU's innovative strategy could safeguard its position as Europe's preeminent operator of horse racing bets and the third-largest worldwide, boasting €9.1 billion in horse racing bets in 2024[1].

Recently, the National Gaming Authority (ANJ) endorsed PMU's action plan to battle gambling addiction. To ensure stringent enforcement, the ANJ mandated the company to rigorously implement a policy forbidding sales to minors[1].

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Sources:1. Enrichment Data

France's revitalized horse racing betting shops, operated by PMU, are set to expand, with plans to open locations in cities like Bordeaux, Strasbourg, and Paris.
PMU's new locales, such as the luxurious Le Cheval des 3 in Lyon, aim to attract a new generation of patrons who seek premium experiences and a more comfortable environment than traditional betting shops.
These new establishments, like Le Cheval des 3, blend a vintage vibe with modern amenities, offering a mix of opulent furnishings, state-of-the-art digital terminals, and live race broadcasts.
The revamped PMU betting shops, while rooted in local communities, are also responding to the growing trends in sports betting and casino-and-gambling, with an eye towards providing a sophisticated betting experience that appeals to a modern audience.
The National Gaming Authority (ANJ) has endorsed PMU's action plan to combat gambling addiction, mandating the company to implement strict policies prohibiting sales to minors and enforcing responsible gaming practices.