Inspired Entertainment Joins Scientific Games’ SG Content Hub

On Monday, Inspired Entertainment announced via a press release that it has become the latest gaming studio to join Scientific Games’ SG Content Hub Partner Program.

The company’s easy-to-play virtual sports portfolio will now be available to Scientific Games’ iLottery customers worldwide along with the rest of our best sports betting sites.

"We are thrilled to integrate our unique Virtual Sports Lottery games into the SG Content Hub Partner Program, which will provide us with exceptional opportunities to showcase our content to numerous lottery operators worldwide," said Brooks Pierce, President and CEO of Inspired. "We believe this collaboration will yield numerous benefits for all stakeholders, especially our lottery partners who support various good causes."

What is virtual sports betting?

Virtual sports are computer-generated games that simulate real sports, allowing for betting on a range of events such as football, horse racing, and tennis.

Designed to look and feel like real sports experiences, they use advanced software and algorithms to generate lifelike graphics and animations. Customers can place wagers on many of the same markets available at our best sportsbooks, such as moneylines, point spreads, and over/under bets.

A 'pioneer' in virtual sports betting

Inspired Entertainment operates in approximately 35 jurisdictions worldwide and offers its virtual sports products through more than 32,000 retail venues and several online platforms.

Available 24/7, Inspired Entertainment’s virtual sports betting content covers a range of professional leagues and teams, including the NBA and NFL.

The company’s Virtual Sports Software assesses the likelihood of all potential results to establish betting prices. Each event lasts approximately 60 to 90 seconds and unfolds as players watch, with results determined by Random Number Generator (RNG) technology.

“We’re pleased to welcome Inspired into our digital content distribution SG Content Hub Partner Program and further expand our relationship," said Steve Hickson, VP of Digital Games for Scientific Games. "Their roster of diverse and unique digital sports experiences will be of huge interest to our lottery customers."

About Scientific Games

Scientific Games has been operating since 1973, delivering retail and digital games, technology, analytics, and services that generate revenue for government-run lottery and sports betting initiatives.

In March 2022, the company transitioned all of its iGaming content to the Light & Wonder brand, while Scientific Games houses the company’s lottery products and services. Headquartered in Las Vegas, Scientific Games also operates several offices across the US and UK.

The SG Content Hub Partner Program debuted in August 2023 and was designed to remove challenges for lotteries when expanding their iLottery game content. It provides more than 30 iLottery customers with a diverse selection of games from leading lottery-focused game studios across the globe.

In addition to titles from its own SG Studios, the company offers games from providers such as Bwloto, Random State, Multiplay Gaming, EQL Games, 777 Gaming, and most recently, Inspired Entertainment.

“Our roadmap plans are growing, and we will add games from a total of 20 partner studios accessible through the SG Content Hub by the end of 2024," Hickson said in an October press release. "These are some of the most highly respected digital content providers in the industry."