France: PMU Strengthens Retail Strategy with Focus on Modernisation

France.– December 16, 2025 – www.zonadeazar.com PMU’s CEO outlines a plan to revitalise the retail channel by combining innovation, customer experience and long-term sustainability.

Overview

PMU is entering a new strategic phase aimed at reinforcing its retail network across France. Under the leadership of its CEO, the operator is pursuing a vision that blends technological modernisation with evolving consumer habits, while preserving the social and economic value of land-based betting. Retail is positioned as a complementary pillar to digital operations.

Details / Context

The land-based channel faces structural challenges linked to digital transformation and shifting customer behaviour. In response, PMU is advancing a gradual transformation of its retail outlets, focusing on more engaging environments, improved connectivity and enhanced customer journeys.

The strategy acknowledges the historical importance of retail venues within PMU’s identity and their role in local economies. Modernisation is designed to support this network with tools that enable competitiveness in an increasingly omnichannel landscape.

Specific subthemes

Innovation at retail locations
PMU is deploying digital solutions, simplified interfaces and additional services to enrich the in-shop experience.

Relationship with operators and partners
The approach prioritises close collaboration with retail partners, offering support, training and tailored value propositions.

Customer experience
Retail renewal aims to attract new audiences while maintaining loyalty among traditional customers, balancing accessibility and entertainment with responsibility.

Model sustainability
PMU emphasises balanced growth that preserves the social role of retail and its contribution to the regulated market.

Future outlook

PMU envisions a retail channel increasingly integrated with digital platforms, capable of delivering differentiated and relevant experiences. The outlined strategy sets a clear roadmap to redefine retail as a modern, connected and sustainable space, central to PMU’s long-term future in France.

🔗 Edited by: @_fonta www.zonadeazar.com