Sports Betting Operator talks to Inspired Entertainment CEO Brooks Pierce. By Peter White

To some, Inspired Entertainment is a purveyor of slot routes, with 50,000 machines in the field. But it has many more strings to its bow. It has expanded its reach, with the collaboration of bet365, into iGaming, sports betting and eSports. Company President Brooks Pierce sat down with our publisher, Peter White, to discuss how Inspired is pushing the online envelope.

Can you tell us about the partnership with bet365 and how your collaboration has been with this giant of the sports betting world?

Our partnership with bet365 exemplifies innovation, trust and a shared vision. Over the past decade, this collaboration has become a cornerstone of Inspired’s success. Together, we’ve delivered a diverse portfolio of gaming content, ranging from virtual sports to online slots, ensuring that bet365’s players enjoy exceptional gaming and sports betting entertainment.

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What makes this collaboration so dynamic is bet365’s commitment to providing their players with entertaining experiences. This includes showcasing nearly our entire virtual sports portfolio and an extensive array of interactive content. By integrating our latest and greatest,bet365 continues to push boundaries with products that resonate with their audience, delivering seamless, engaging experiences across multiple markets.

Notably, bet365 was the first UK operator to launch Hybrid Dealer Roulette in Q4 2024. This milestone underscores the strength of our partnership, and bet365’s commitment to player engagement and satisfaction. As we continue this journey together, we look forward to achieving even more ground-breaking successes.

Central and South America are strong markets for sports betting. Can readers expect further announcements for the region in the year ahead? What is Inspired Entertainment’s current commitment in the jurisdictions where you operate?

Both Central and South America are integral to our growth strategy. We have already tailored our industry-leading Virtual Soccer product specifically to the Brazilian market, enhancing it with the iconic stadium atmosphere that resonates with local fans. This has resulted in the launch of V-Play Football Brazil, an immersive experience that captures the energy of Brazil’s legendary venues.

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Image: Brooks Pierce, CEO, Inspired Entertainment

Inspired is fully committed to expanding our presence in the region while upholding compliance with all market regulations. In January 2025, we a started the rollout of online and mobile slot games in Brazil. Brazilian players are now able to enjoy global hits like Gold Cash Free Spins, Cops ‘n’ Robbers Big Money and Big Piggy Bank, alongside exciting new titles such as Kong Wonder Wilds and record-breaking Wolf It Up! To further enhance accessibility, we have launched a dedicated Brazilian Portuguese section on the Inspired Web site, featuring localized content: inseinc.com/pt-br.

How have the last 12 months been for Inspired Entertainment and how do you see 2025 for further growth?

The past year has been transformative for Inspired, marked by strong performance across key segments and significant progress in our strategic initiatives.
We have maintained our leadership in markets such as the UK and Greece, while expanding our Virtuals division into new territories through market-specific approaches. Our notable partnerships with the NFL, the NBA, and the recently announced collaboration with the NHL have elevated our virtual sports offerings, providing the authenticity and brand prestige that sets our content apart.

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Our Interactive segment achieved remarkable growth in both revenue and EBITDA, fueled by our expansion efforts across the UK, North America and Europe. The success of our Hybrid Dealer initiative, including the launch of MGM Bonus City with BetMGM in Michigan, and upcoming expansions into Canada through Loto-Québec, has further solidified our position in the industry.

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In 2025, we will continue to focus on expanding our digital presence, optimizing our land-based operations, and pursuing growth in high-potential markets like Brazil. With ongoing initiatives, including the development of Hybrid Dealer products, enhanced virtual sports content, and strategic partnerships, we are confident in our ability to achieve sustainable growth and create long-term value for our shareholders.

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What is Inspired Entertainment’s approach to responsible gambling?

Inspired is committed to minimizing the number of problem gamblers, while ensuring that we preserve the enjoyment of those who choose to gamble for entertainment. We operate exclusively in regulated markets, and we work closely with government regulators and stakeholders in each country to protect those at risk of problem gambling. We do this through:

  •  Fairness: We utilize secure, regulated systems and ensure that our content and platforms undergo independently testing.
  • Transparency: We provide accessible information regarding return to player (RTP) rates on accessible help pages.
  • Funding: We contribute financially to various charitable organizations committed to researching, preventing and treating problem gambling in the countries in which we operate.
  • Research and development: We share data to better understand the causes of problem gambling and to create world-leading player protection software.
  • Education: We provide clear guidance to our employees, customers and the public regarding signs of problem gambling, who to contact for help, and intervention advice where appropriate.

What games are you launching into the Mexican market?

Last year, we announced the rollout of 50 online slot games in Mexico in partnership with bet365. This premium collection combines proven hits with new releases specially designed for the Mexican market. The addition of bet365 Mexico complements our strong roster of existing customers there, which include Caliente and Novibet. This launch not only reinforces our long-standing collaboration with bet365 but also reaffirms our commitment to delivering unforgettable gaming experiences worldwide.

How important is it for Inspired Entertainment to promote your eSports betting alongside sports betting?

We remain focused on staying ahead of industry trends, and eSports continues to grow rapidly. We introduced our first virtual eSports product last year, after closely monitoring the space. While the genre remains somewhat of a niche, it is expanding quickly and has significant future potential. We are actively exploring additional eSports titles to diversify our portfolio further, ensuring our virtual offerings appeal to a broad audience, whether they prefer traditional sports or emerging verticals. Innovation remains at the heart of our approach.

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