Inside Inspired Entertainment’s LATAM playbook. By Damien Connelly

For Brooks Pierce, president and CEO of Inspired Entertainment, localization isn’t just a strategy, it’s a blueprint for the future of virtual sports. With operations spanning 35 jurisdictions and more than 32,000 retail venues worldwide, Inspired has built its reputation on delivering cutting-edge, engaging content that resonates with players. The company’s recent launch of V-Play Football Brazil with EstrelaBet, powered by Altenar, marks what Pierce calls a “major milestone” in Inspired’s commitment to Brazil and the broader LATAM region.

In this exclusive interview, Pierce discusses how Brazil’s passion for football makes it a pivotal market in Inspired’s growth strategy, why cultural tailoring is essential for success in regulated markets, and how balancing global partnerships with local relevance is shaping the company’s next phase of expansion. From localized virtual sports to hybrid-dealer innovations, Pierce offers insight into where Inspired is heading – and how the company plans to stay ahead of evolving player demands worldwide. Our conversation has been edited for clarity.

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Image: Brooks Pierce, president and CEO of Inspired Entertainment

Inspired recently launched V-Play Football Brazil with EstrelaBet, designed specifically to reflect the flair and energy of Brazilian football.

You called this a “major milestone” in Inspired’s commitment to Brazil. How big of a role do you see Brazil playing in Inspired’s long-term growth strategy across LATAM?

Brazil is central to our long-term growth strategy in LATAM. As the largest sports betting market in the region and a country where football is deeply ingrained in the culture, launching a product that is specifically tailored to this audience shows our commitment to establishing a meaningful, enduring presence in Brazil. We also view Brazil as a strategic springboard into the broader LATAM market. Keeping our approach focused on localized offerings, forging strong partnerships and engaging with evolving regulatory landscapes are all essential for sustainable growth in the region.

This product feels tailor-made for the Brazilian audience. Will localization of virtual sports become a core strategy in other regions – for example, cricket in India, basketball in the Philippines or baseball in Mexico?

Localization is a core part of our strategy. While globally recognized sports like football, basketball, and hockey have universal appeal, regional markets often seek content that feels native and culturally resonant. Just as Brazilian fans connect more deeply with a Brazil-themed football product, we see opportunities to replicate this approach, whether through cricket in India, basketball in the Philippines or baseball in Mexico. Our goal is to seamlessly blend our world-class products with experiences that resonate culturally.

In addition to V-Play Football Brazil, Inspired also recently launched V-Play NHL, NBA Re-Play and Re-Play eSports with bet365. How do you balance globally recognized, licensed products with regionally localized offerings like the EstrelaBet launch?

It’s a balance of breadth and depth. Globally licensed products, such as V-Play NHL and NBA Re-Play, provide us with widespread appeal. They showcase our technical capabilities and strong partnerships with iconic leagues. Localized offerings like V-Play Football Brazil enable us to resonate more deeply within specific markets, demonstrating our adaptability and commitment to regional audiences. Both approaches are complementary. They allow us to build a diverse portfolio that combines global scale with regional relevance, aligning perfectly with what operators are seeking.

Do you anticipate Brazil being a gateway market for further expansion in LATAM, perhaps through partnerships with other local leaders?

Brazil serves as both a proving ground and a gateway. The lessons we learn, the partnerships we build, and our understanding of the regulatory environment and content localization will all inform our broader expansion across LATAM. We are already exploring opportunities with other local leaders and, as regulations continue to mature across the region, we see Brazil paving the way for a wave of localized launches throughout LATAM.

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How do you balance innovation with regulatory requirements across different jurisdictions?

At Inspired, regulation and innovation go hand in hand. We operate in regulated markets worldwide and compliance is the foundation of everything we do. At the same time, we’ve designed our products to be flexible. We can adjust betting markets, schedules, event frequencies or presentation styles to meet local regulatory requirements without compromising entertainment value. By working closely with our partners, we ensure that our innovations are aligned with the specific needs of each jurisdiction.

Do you view regional launches like V-Play Football Brazil as “blueprints” for global product localization or are they bespoke one-offs?

Each localized launch is tailored to its specific market, but the methodology, cultural research, local operator partnerships and regulatory alignment serve as a blueprint for replication elsewhere. V-Play Football Brazil will not look identical to future cricket or baseball products, but the core principles behind its development will remain consistent. Brazil has provided us with a model that we can leverage as we explore other high-growth regions requiring tailored products.

Inspired has a strong retail and lottery presence alongside digital. How are you connecting those experiences for players?

We are focused on creating a seamless experience across retail, lottery and digital channels. Our Virtual Sports are live in more than 32,000 retail venues worldwide. We’ve also brought those same products to online and mobile platforms. For example, in Virginia, our VSports games demonstrate how Virtual Sports can thrive within a lottery environment while being accessible digitally. For players, this means a consistent, engaging experience wherever they choose to play.

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What do you see as the biggest opportunities for Inspired Entertainment in the next 12–24 months?

We see three major opportunities. First, expanding in Brazil and across LATAM with localized content; second, enhancing player engagement through new mechanics, bet structures and expanding virtual offerings beyond traditional sports; and third, building on the early success of our hybrid-dealer products, which bridge traditional casino play with interactive entertainment. Together, these areas provide a strong runway for growth.

How do you see player behavior evolving, and how is Inspired adapting to stay ahead of those shifts?

Players are increasingly demanding faster, more authentic content. With attention spans shortening, there’s a growing appetite for products that combine the realism of broadcast sports with quick, exciting gaming experiences and the convenience of 24/7 betting. Inspired is proactively responding by developing new betting options that virtual sports have not previously offered, utilizing the latest technology, and leveraging AI-driven enhancements that make it hard to believe our products aren’t live sports. Additionally, our products are highly configurable, enabling operators to customize experiences to suit their audiences’ preferences.

Inspired operates in 35 jurisdictions with more than 32,000 retail, virtual sports venues worldwide. With Brazil now added to the map, what other regions are at the top of your priority list for 2026?

Our immediate focus is on further expanding within Latin America, alongside continued growth in North America. We are also building on our success in Europe. Across all these regions, our priority is targeting regulated markets where we can deliver localized, high-quality products that foster sustainable growth.