Inspired Entertainment and bet365 are continuing a long-running collaboration around virtual sports, with both companies agreeing to a new multi-year extension that focuses on expanding betting features and rolling out new digital products.
Under the renewed deal, Inspired will keep supplying its portfolio of virtual sports to the global online betting operator while also developing technology intended to make simulated sports betting feel more like wagering on live matches.
One of the first projects tied to the extension will be an upgraded Virtual Soccer product that introduces Bet Builder functionality. The companies plan to release the feature in time for the 2026 FIFA World Cup, one of the most active periods for sports betting worldwide.
Bet Builder tools allow bettors to combine several outcomes from a single match into one customized wager. In traditional sportsbooks the feature powers same-game parlays, where multiple selections from the same event are bundled together. Bringing that mechanic into virtual sports, Inspired says, should help bettors to design more personalized wagers while keeping them more engaged with the simulated events.
Inspired brings live-style betting mechanics to virtual sports via bet365
Both companies say the aim is to reduce the gap between betting on real sporting events and wagering on computer-generated competitions by introducing familiar sportsbook features into the virtual environment.
“We are delighted to sign this multi-year extension with bet365, reinforcing our long-term partnership and shared commitment to innovation in Virtual Sports,” said Brooks Pierce, President and CEO of Inspired Entertainment.
“By combining our Virtual Sports expertise with bet365’s global reach and customer insight, we will continue to deliver products that resonate with players and drive value for operators, particularly around major global sporting moments such as the 2026 World Cup.”
bet365 drew attention to the strong performance of Inspired’s virtual content across its international markets and said the upcoming Bet Builder option should make the experience feel closer to betting on real competitions.
“We are pleased to extend our partnership with Inspired,” said a bet365 spokesperson. “Inspired is an established and trusted long-term partner, consistently delivering Virtual Sports content that performs well across our various markets. The introduction of Bet Builder functionality within Virtual Soccer allows us to offer customers a more engaging experience while aligning Virtual Sports more closely with live sports betting mechanics.”
The renewed agreement comes during a period of continued expansion for Inspired’s virtual sports division. In recent updates to investors, the company reported steady growth in its digital segment and pointed out strong demand for virtual sports content among regulated operators worldwide.
Inspired has also been broadening its lineup of simulated competitions. The company recently introduced new virtual games based on hockey, basketball and esports, adding to a portfolio that already includes football, horse racing and other fast-cycle events designed for continuous betting.
Featured image: Canva / Inspired Entertainment / bet365
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