Inspired and William Hill extend partnership with focus on retail virtual sports
The renewed deal introduces new events, a dedicated virtual racing channel and more daily content to enhance the in-shop betting experience.
Key points:
– The agreement strengthens the long-standing collaboration between the two companies in the evolving UK betting market
– Around 300 additional virtual sports events will be added daily across William Hill’s retail network
– A new third channel focused solely on virtual racing will provide nonstop action for bettors
Inspired Entertainment has signed an expansion of its long-term partnership with William Hill.
As part of the extended agreement, Inspired will implement a series of updates to William Hill’s virtual sports content in UK retail locations. This includes the introduction of new and updated virtual horse and greyhound racing events within the broadcast lineup, and a third channel dedicated exclusively to virtual racing will be launched to expand the range and frequency of available content.
The upgrade will introduce roughly 300 additional virtual sports events each day, expanding the range of content available to William Hill’s retail customers and offering more frequent opportunities for engagement.
Brooks Pierce, President and CEO of Inspired, said: “Inspired’s enhanced Virtual Sports products will offer William Hill customers an unparalleled experience, featuring newly refreshed 2D content and state-of-the-art titles like V-Play Horses Chase and V-Play US Horses.
“This next chapter in our 20+ year relationship with William Hill underlines our shared commitment to innovation, quality, and customer satisfaction in the UK retail betting space.”
Good to know: In September, Inspired partnered with William Hill to launch a slot game, titled William Hill Vegas Gold Cash Freespins.
Jon Sanders, Head of Retail Gaming at William Hill, added: “We’re always looking for new ways to elevate the customer experience in our shops, and this enhanced virtual offering is a significant step forward.
“Working with Inspired, we’re excited to bring even more variety, energy and quality to our overall retail product range, helping us to engage customers up and down the country. It’s a great example of how we’re continuing to invest in innovation to meet the evolving expectations of our players.”
The contract extension reinforces Inspired’s position as a key partner to William Hill across gaming, interactive, and virtual sports, supporting both companies’ strategic goals and long-term growth in the evolving UK retail betting landscape.
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