Sharing market intelligence within PMU


PMU has designed, developed and organised horse betting since 1930, and in 2010 extended this to online sports betting and poker. 2010 was  a year of major transition for the betting industry with the deregulation of online betting in France. This strengthened the strategic dimension of international competitive intelligence provided by PMU's Product and Market Watch Department, which chose to use a collaborative intelligence software to improve the dynamics between information, future vision and action.

This team prepares and disseminates summaries and analytical articles on the gaming market and occasional alerts based on events. These items are grouped and organised to an International Press (RPI) fortnightly publication, a 50-page document much appreciated internally.

The objectives of their approach were to inform decision making, power strategic thinking and provide a perspective on topics related to the gaming market. They wanted to transmit relevant information, decrypted and put into a perspective adapted to its audience, with alerts on development opportunities.

I particularly appreciate how Elium combines the dynamics and the collective intelligence of social networks with a structured document database. This reinforces the impact and scope of our work.

– Monique Duizabo, Market Intelligence Manager

Customer issues

In 2009, It was found that this work done by the team was widely recognised and appreciated internally but the distribution was too limited. In addition, the department faced a growing volume of information processed. It was time to find a specific tool for collaborative intelligence, if possible based on the cloud (SaaS), to avoid overloading the internal IT resources, while ensuring secure access.


  • Saving time for the collective production of the International Press Review (RPI)

The first benefit of using elium was to optimise and automate the creation of the RPI. Thanks to Wiki features, analysts can write their papers, amend and validate directly on the platform. Based on the selection of analytical articles which constitute the RPI, a specifically developed export plug-in creates a file in which the items are organised and formatted according to the visual template adopted by the PMU.

  • Flexibility and re-use of information

Each piece of information (Article, file, website, contact) is a piece of content that can be enriched by tags, descriptions and comments. Users can assemble a selection of information and aggregate relevant content by themes, countries or markets.

  • Ease of access to information and research efficiency

Users gain considerable time from seeking information and having more fluid access to work content. A user can search either by type of information, or theme, or go directly to a relevant site operator, such as a specific betting website.

  • Collaborative and dynamic contribution

The contribution of different actors – experts, business, decision makers – can be made through different channels (email, bookmarks and reactions through public comments and private messages as well as with email too thanks to unified messaging).

  • Selective dissemination and custom alerts

Elium can create RSS alerts and subscribe the appropriate recipients. The frequency of these alerts are also customisable and information is available in real time.