PMU targets novice punters with simplified horseracing product
French operator hopes to attract young new customer base with digital horseracing game Hipigo
French bookmaker PMU has launched a simplified new horseracing product aimed at a younger and more digitally-savvy audience.
‘Hipigo’ has deliberately been stripped back to basics in order to give beginners the confidence to place bets.
The betting interface consists of just two options and is supposed to break away from the classic format of betting sites which are designed for more experienced bettors.
Hipigo’s simplistic user interface
One option allows customers to select a winning horse and features a multiplier of up to 1,000 while the other selects five horses likely to finish in the first five places of a particular race.
Punters are able to stake as little as €2 per event and will eventually be able to watch live races on a web link provided by PMU ‘to further enrich the experience for novice punters’.
Hipigo is one of the first initiatives to be introduced as part of the PMU 2020.1 strategic plan unveiled in the firm’s annual report.
The French operator has also said that Hipigo will be available in a mobile web version for offline customers in on-track sites by 2018.