Inspired Expands Retail Partnership with William Hill

Inspired Entertainment has agreed to expand its long-term partnership with William Hill, covering the bookmaker’s retail estate in the U.K.

Under the deal, Inspired will now upgrade William Hill’s virtual sports offering. This will see approximately 300 new virtual sports events added daily for customers.

This rollout also includes a new third channel dedicated to virtual racing. This, Inspired said, will provide continuous action and increased variety to bettors.

William Hill, a principal brand within Evoke, operates over 1,300 betting shops in the U.K.

‘New Chapter’ for Inspired and William Hill

Inspired President and CEO Brooks Pierce said the new deal will take the partnership between the two companies, which spans over 20 years, to the next level.

“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,” Pierce said.

“This next chapter in our 20-plus-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, said the new deal will further improve customer experience at the bookmaker’s retail locations.

“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,” he said. “It’s a great example of how we’re continuing to invest in innovation to meet the evolving expectations of our players.”