International edition
October 25, 2021

Company signs another exclusive supply contract

Inspired pens new deal with Chisholm

(UK).- Inspired Gaming Group has announced a contract win with Chisholm Bookmakers to become its sole supplier of gaming machines. Chisholm is one of the UK’s premium independent LBO retailers and Inspired was awarded the contract following a competitive head-to-head trial.


nder the four and a half year contract, Inspired will supply all of Chisholm’s 50 shops with its Storm B2/B3 gaming machines, extensive games portfolio and leading Open SBG Core technology platform. Inspired will be providing a total of 180 Storm HD widescreen gaming machines from the start of October 2013, which will replace the Nevada machines previously supplied by SG Gaming.

Inspired has added over 2,250 new VLT machines to its UK estate in 2013 and recently announced a renewed and extended contract with Betfred to include the ex-Tote estate.

Lee Gregory, Managing Director for the UK at Inspired, commented: “We’re delighted to be working with Howard and the Chisholm team to re-invigorate their machines business and launch exciting new initiatives, such as a player rewards club. In the past two years, Inspired has won or renewed exclusive supply contracts with William Hill, Paddy Power and Betfred. Signing up Chisholm is another great achievement and means we’re now the largest supplier of gaming machines to UK bookmakers. Inspired’s Storm product has proven its worth as the highest income gaming machine in the UK and we have an exciting technology roadmap ahead, which we look forward to sharing with Chisholm.”

Howard Chisholm, Director at Chisholm Bookmakers, added: “Chisholm is a family-owned business that’s continuing to expand by providing its customers with first class levels of customer service and first class gaming products. We look forward to the launch of Inspired’s modern HD gaming machines and premium games, and to expanding our machines business together in the coming years.”  

Operating from North Yorkshire up to the Scottish border, Chisholm is a family owned Independent bookmaker based in Ashington, Northumberland, with extensive coverage throughout the North East area. Howard Chisholm is an influential figure in the UK LBO industry in his position as a Director of the Bookmaker Technology Consortium (BTC), which was founded in 2008 to leverage Independent’s buying power and procure the best of breed technical solutions to the UK Independent LBO market.

Inspired will be supporting the initial launch of Storm HD into Chisholm shops with a player marketing campaign and plans to roll out its Core VIP marketing and rewards ecosystem with Chisholm in the near future.

The company will be exhibiting its full product portfolio of gaming machines and virtual sports for Independent bookmakers at the BOS show in Wolverhampton (UK) on Thursday 3rd October.

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