William Hill enhances virtual sports offerings across UK retail estate

William Hill is expanding its virtual sports offering across more than 1,300 UK betting shops through a long-term extension of its partnership with Inspired Entertainment.

The deal will deliver a major upgrade to the bookmaker’s in-store virtual sports, including the launch of a third dedicated channel focused solely on virtual racing. The rollout will add around 300 new virtual events each day to William Hill’s broadcast network.

“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,” said Jon Sanders, Head of Retail Gaming at William Hill.

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


Inspired Entertainment, a global provider of gaming content and technology, will supply new and refreshed content, including titles like V-Play Horses Chase and V-Play U.S. Horses.

“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 U.S. Horses,” said Brooks Pierce, President and Chief Executive Officer of Inspired. “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.”

Terms of the deal have not been disclosed.