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PMU strengthens responsible gambling messaging

| By iGB Editorial Team
French horse racing operator Pari-Mutuel Urbain (PMU) has announced that it is strengthening its responsible gambling efforts by creating a range of new content that will be amplified by its partners, as well as its brand ambassador Antoine Griezmann.

The content will be used in the context of prevention and awareness, according to PMU, which said that it was mobilising its network to hammer home the responsible gambling message.

Griezmann, who stars for France’s national football team, has spoken on the topic through two “Coach Antoine” pieces on his Instagram channel to some 37 million followers. Meanwhile, PMU has also produced new video clips and a “What the turf” tutorial to be shared on its platforms.

The new suite of content will build on the relaunch in the autumn of Stakeresponsable.fr – PMU’s dedicated responsible gambling website.

PMU also said that it has developed training materials, in collaboration with researchers, to share with its racetracks and outlets, as well as a “PMU&Us” e-learning training module for staff.

“PMU is always striving to do better in guiding and adapting these strategic initiatives over a long-term period, particularly in relation to the protection of players,” Emmanuelle Malecaze-Doublet, general manager of PMU, said.

“Our ‘Responsible Challenge’ action plan falls within the framework of the principles defined by the National Gaming Authority. This commitment mobilises internal teams with complementary skills to support all aspects of responsible gaming: prevention, awareness, detection and support for players.

“Beyond these actions, PMU surrounds itself with numerous specialists… in order to constantly adapt and improve its approach and its actions around responsible gambling. This shared culture of responsible gaming is fully integrated into the company’s current transformation.”

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