Inspired Entertainment has announced a significant expansion of its long-standing partnership with leading operator William Hill, in a deal that will refresh the virtual sports offering across William Hill’s UK retail locations.
The agreement marks the next chapter in a collaboration that has spanned more than two decades.
As part of the extended agreement, Inspired Entertainment will roll out a series of major updates to William Hill’s virtual sports content. This includes the introduction of new and updated virtual horse and greyhound racing events.
To accommodate the new content and increase betting opportunities, a third channel dedicated exclusively to virtual racing will be launched.
This upgrade is set to introduce approximately 300 additional virtual sports events each day, significantly expanding the range and frequency of content available to retail customers.
Brooks Pierce, President and CEO of Inspired, commented on the deal.
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.
Jon Sanders, Head of Retail Gaming at William Hill, also welcomed the agreement.
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 multi-product partner to William Hill, supporting both companies’ strategic goals for long-term growth in the UK’s evolving retail betting landscape.
