Making the game interesting

A scalable imprint


European leader in horse betting from Paris to online, PMU has the capability to grow by positioning itself as having high emotional value that makes the game interesting. The PMU sonic identity captured that excitement felt in the games. 

PMU contacted Sixieme Son to help redefine themselves as innovating, fun and enjoyable, all while highlighting the emotional value for the clients.

To illustrate this strong personality, several formats (Brand films, product films, on-hold music) were created in 2015 for the PMU sonic identity.

Sonic identity

Simple, dynamic, emotionally rich, the sonic identity is composed of an electric guitar as well as electric percussions, precise lyrical cords all layered together to form a modern yet scalable imprint.

When PMU launched their mobile app the release was accentuated by the build up in the music. This mirrored the suspense felt by players while using the platform.


The PMU sonic identity, created by Sixieme Son, allows for a range of adaptations, announcements, that meet all the touchpoints.




Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Delphine Guerin – Project Director & New Business
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre MoreauDesigners