International edition
October 17, 2021

Exclusively in William Hill shops

Inspired launches Virtual Cycling for retail and online

(UK).- Inspired Gaming Group announced the latest addition to its diverse portfolio of virtual sports. Virtual Cycling, developed in-house by Inspired’s award winning visual effects team, launched exclusively in William Hill’s 2,350 retail outlets around the UK and is available for new and existing Inspired customers online.


nspired Gaming Group, the Server-Based Gaming (SBG) specialist, recently acquired and refinanced by leading London private equity firm Vitruvian Partners, announces the latest addition to its diverse portfolio of virtual sports. Virtual Cycling, developed in-house by Inspired's award winning visual effects team, launches today exclusively in William Hill's 2,350 retail outlets around the UK and is available for new and existing Inspired customers online.

Inspired's Virtual Cycling is based on the Japanese Keirin cycling event and it features the National Cycling Centre in Manchester as the backdrop, giving the sports betting product another layer of authenticity. "Virtual races in real places" is an innovative feature that is exclusive only to Inspired's virtual products, including football, horse racing, greyhound racing, motor racing and speedway. Inspired supplies the widest portfolio of virtual sports and games available, and this news follows the recent launch of Wonderball, a fixed odds numbers bet, currently also live with William Hill.

Generating in excess of us$ 1.5 billion turnover and us$ 156 million gross win every year, Inspired provides its virtual racing products to over 12,000 gaming outlets worldwide and is online with 12 of the 25 top operators.

To create the product, Inspired's Virtual team spent six months developing highly realistic 3D visual effects using genuine footage from the famous National Cycling Centre, Britain's first indoor Olympic cycling track, and observing hours of cycling to perfect the movements of the participants. The development team then started work on compositing the cyclists in to the live action backplate in real-time, before Inspired's developers made the final algorithm tweaks to ensure that every race looks as real as possible. The product was then coded to sit on top of Inspired's tried and tested SBG virtual platform and integrated into the William Hill back-end systems so that it features as an available betting event, from 'Speed Arena' within William Hill's live in-shop service.

Keirin Racing is a Japanese social institution watched by around 57 million spectators every year, over four times the amount of people that attend Premier League home matches. It is Japan's most popular sanctioned betting sport and is looking set to become an international craze. Keirin Racing is a track cycling event in which six to nine sprinters compete at one time in a race with a paced start.

"We pride ourselves on having not only the best quality virtual sports, but also the widest range by far - with over 30 product variants and counting! The level of realism within our virtual sports is certainly a key factor in its success and we are constantly pushing the envelope in respect to what is achievable using the latest animation techniques, which we have developed from our background in animation for TV and film. We're really excited about the potential of this product in the UK retail environment, online and subsequently in Asia in particular", said Steve Rogers, Managing Director of Inspired's Virtual Sports division. "We're also pleased to be launching this product with William Hill who are always keen to try new products and innovate. The betting and gaming market is extremely competitive and we place enormous value on being able to offer our customers products and services that set them apart,"

"We first signed up for Inspired's Virtual products over five years ago and we are very pleased that we did - their virtual events have become very popular with customers. The quality of the virtual sports is obviously a key factor to their success, but we've also been impressed by the way that Inspired can customize content for us and develop new sports, such as cycling," said Rupert Adams, spokesperson for William Hill. "We are very pleased to add Inspired's Keirin Racing event, to our product portfolio and we anticipate it will be well received by our customers."

Inspired has recently signed a string of new land-based and online deals including,,, Fortuna and Betfred.

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