International edition
September 20, 2019

Interview with Brooks Pierce, President and COO

"This year’s ICE reflected Inspired Entertainment’s strong momentum"

"Inspired capped ICE by picking up its first award of 2019, as Virtual Sports Supplier of the Year at the Gaming Intelligence Awards."
United Kingdom | 03/06/2019

In an exclusive interview with Yogonet, the company's Chief Operating Officer and President, Brooks Pierce summarized Inspired participation in this year's ICE London.


rooks Pierce delved into the products that took center stage at the trade show, as well as the Inspired's latest innovations. The COO also commented on the firm's 'Virtual Sports Supplier of the Year' award. 

What did this year's ICE exhibition mean for Inspired?

This year’s ICE conference for Inspired reflected the Company’s strong momentum. The booth was extremely busy and we generated terrific feedback, as customers made it clear how essential Inspired products have become to their players. It also proved to be a hugely successful launchpad for Inspired to show new offerings to both existing and potential customers.

Which of the company’s products took center stage at the show?

We unveiled Valor, Inspired’s latest gaming cabinet, which was designed primarily for the North American market with content developed specifically for those players. The pleasant surprise was seeing the product attract not only many North American-based potential customers, but a number of European operators as well. It’s the best possible result for the introduction of a new cabinet.

Inspired also launched its Virtual Basketball product, which drew raves about its realistic displays (developed with the latest motion-capture technology). This product will be a great addition to Inspired’s retail and online customers around the globe, given the worldwide popularity of basketball. Inspired started taking orders at the show and will deliver the game to market in the next few months.

What tendencies or innovations stood out at ICE 2019?

The emergence of Virtual products across multiple channels, which Inspired has been lucky enough to lead.

ICE customers were extremely interested in Inspired’s 1st Down electronic scratch game, recently launched by the Michigan Lottery. Inspired developed this game with IWG and got it out in time for the Super Bowl. Early results have been terrific.

Inspired’s Interactive customers also got a 1st Down-themed (Virtual Football) slot game. This was one of the highest-played games throughout the entire U.K. online operator space, reinforcing the power of Inspired’s Virtual Sports assets across the spectrum.

Is there anything else that stood out for you at ICE?

Inspired capped ICE by picking up its first award of 2019, as Virtual Sports Supplier of the Year at the Gaming Intelligence Awards. The Gaming Intelligence awards recognize the excellence of the gaming industry’s leading operators and suppliers across a host of categories.Gaming Intelligence echoed our own observations: "The Virtual Sports betting vertical has grown massively in recent years and Inspired Entertainment has led the way," noting our major agreements with Paddy Power, Betstars and the Pennsylvania State Lottery, among others. The award citation said our "commercial growth and product innovation make [Inspired]a clear winner." I’m proud to see the recognition of our employees’ creativity and hard work.

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