International edition
September 17, 2019

Interview with Brooks Pierce, President and COO of Inspired Entertainment

"This was the busiest and most productive G2E of Inspired’s history"

"Inspired has more than 32,000 server-based VLTs in Europe, with content that is outperforming a number of other major manufacturers," Brooks Pierce assured.
United States | 10/30/2018

Just a few weeks after the 2018 Global Gaming Expo, the President and COO of Inspired Entertainment spoke with, and unveiled every detail of the company's presence at this year's edition of one of the largest trade shows in the industry.


rooks Pierce, President and COO of Inspired Entertainment, provided exclusive insight into the products showcased at 2018 G2E, as well as the feedback received from attendees. The executive, who attended the event as President an COO of the company for the first time, also mentioned the prominent position of sports betting in the show as well as Inspired's plans for future industry-related events.

How would you summarize Inspired's performance at G2E 2018?

This was my first G2E as President and COO of Inspired, and the response to our products exceeded my most optimistic expectations.

I was told this was the busiest and most productive G2E of Inspired’s history. With the recent Supreme Court ruling favoring sports betting, we’ve seen a surge in interest in the US for our virtual sports content even before G2E. At G2E, many customers wanted details on how our virtual sports content complemented and seamlessly integrated with real-world sports betting. We shared case studies on how Inspired’s Virtual Sports have driven incremental revenues for customers globally while also attracting new players and younger players, as the digital format mimics the type of entertainment that millennials already consume. Empirically, operators who have added virtual sports to an existing sportsbook have experienced a 15-20 percent increase in revenue.

Which of Inspired’s products attracted the most attention?

For this G2E, I would have to say Virtual Sports. The content is well established and proven in Europe, it’s built a track record of growing incremental revenue while supporting sportsbooks. North American customers on the lottery and casino side have been taking notice, and the interest we saw at G2E is definitely an indicator of Inspired’s Virtual Sports huge growth potential in North America.

Which products, services or innovations were highlights at the event?

Besides the Virtual Sports content, we also displayed our VLTs and Interactive content and solutions. Inspired has more than 32,000 server-based VLTs in Europe, with content that is outperforming a number of other major manufacturers. In Greece, for example, we have the number one performing product: Super Hot Fruits, with significantly higher wins per day than any other game over its first twelve months. Five of Inspired’s product themes are among the ten top-performing products in Greece. This performance has won Inspired the opportunity to install additional VLTs, and we are now the largest supplier of VLTs to that network.

At G2E, we also shared our interactive, top-performing game portfolio of more than 60 titles—content that is live with more than 25 operators, including William Hill, Betfred, Paddy Power Betfair Bet365, GVC (including Ladbrokes Coral), and SkyBingo. Our interactive content offers high-value bonus games, medium to high volatility freespin games, virtual sports, table games, numbers games and digital scratch content.

Could you detail your current presence in the United States and your future plans in the country?

Our virtual sports content is operating in a number of sportsbooks in Nevada through William Hill and online in New Jersey. We also recently launched our virtual sports products in over 9,000 retail locations with the Pennsylvania Lottery. We strongly believe in an omnichannel offering of both our virtual sports and our slot content, as that has proven very effective in other markets around the world. Many other US lotteries and casinos sought us out at G2E to talk about launching similar products across their retail, casino, sportsbooks and interactive platforms. US providers see our products as an opportunity to expand their player base, as a precursor to sports betting, and as a way to add fresh content with a proven record of driving incremental revenues from a global customer base. It’s a dynamic new revenue growth opportunity for North American based operators.

What is the next event you’re planning to attend?

ICE, which historically has been Inspired’s biggest show. Inspired is a leading brand in VLTs, virtual sports and online segments in the UK; has the highest net win in VLTs and is the exclusive provider of virtual sports in Greece; and is a leading retail brand in VLTs and virtual sports in Italy. We feel strongly that our product offering works in all regulated jurisdictions around the globe, and ICE is a great place to reach the worldwide operator audience.

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