Strategic Revitalization with PMU France
Under renewed pressure to stabilize the Congolese lottery management company, the CEO brought the long-term partner PMU France back to Brazzaville, hoping that fresh technical dialogue could reinvigorate the public gaming enterprise.
The French delegation, led by the Head of Africa Operations and the International Marketing Manager, arrived earlier this week for a three-day working session packed with briefings, agency visits, and brainstorming.
Boardroom Dialogue
The CEO welcomed the team at Cogelo’s glass-walled headquarters, a symbolic gesture emphasizing what he later called “a turning point for our organization” in a brief filmed statement.
Behind closed doors, executives analyzed product performance, liquidity constraints, and customer trends before mapping out future offerings designed to attract millennials increasingly drawn to mobile betting.
Retail Location Visits in Brazzaville
The agenda then moved out of the boardroom, starting with the Ouenzé agency in the populous fifth district, where point-of-sale screens displayed real-time odds for French races to groups of early-morning bettors.
Similar scenes awaited at Ngambio and Bacongo, allowing PMU France to observe queue management, ticket validation speeds, and the informal conversations that often decide whether a customer places a second bet.
Delegation Highlights and Opportunity Areas
“We came first to listen,” stated the Head of Operations, emphasizing that any expansion would need local texture rather than transplanting European models.
The Marketing Manager added that a richer mix of jackpots, micro-stakes, and televised events could create what he described as “an experience, not just a bet” for Congolese fans of horse racing culture.
Four-Year Roadmap Takes Shape
Both parties tentatively approved a confidential four-year development roadmap built around three pillars: technological upgrades, agent training, and marketing aimed at promoting responsible gaming.
According to the CEO, initial milestones include satellite links for live broadcasts from Paris-Longchamp and an overhaul of sales data analytics to reduce payout delays.
Cogelo’s Legacy and Digital Transition
Cogelo, formed in January 1991 from the ashes of the national lottery, still commands the largest network of gaming retail points in Congo-Brazzaville, but the company’s revenue curve flattened after the pandemic.
Management’s response has been digital: Cogelo’s web domains, cogelo.cg and sportbet.cg, now enable remote registration, virtual wallets, and live-streamed races—features the company believes can reverse customer attrition.
The PMU visit provided real-time feedback on interface adjustments and risk management settings, though no figures were disclosed.
Fiscal Stakes for the Nation
Beyond commercial objectives, officials highlighted broader fiscal stakes: gaming taxes feed the national treasury and help fund social projects listed in the 2023 budget.
A healthier Cogelo therefore aligns with the government’s stated goal of diversifying revenue sources while promoting regulated entertainment.