Betfair Gets into Virtual Sports with InspiredPublished January 16, 2016 by Lee R
The question is will punters continue to bet on virtual events the way they bet on real events.
Now Betfair is getting into virtual sports, continuing a trend of bet providers integrating newly emerging virtual sports.
New Partnership Terms
A new partnership with virtual game provider Inspired will see the top gambling provider roll out desktop and mobile offerings. Betfair's move is in response to the “stellar global success” of Inspired's virtual content and seeks to meet the resulting spike in demand from players for Inspired's seven popular titles Rush Football, Rush Horses, Rush Greyhounds, Rush Motor Racing, Rush Speedway and Rush Tennis.
Betfair will integrate Inspired's offerings into a its massive channel, consisting of ongoing streams of virtual sports 24/7, providing players with up to 3,360 events to bet on each day via desktop.
Betfair will also launch separate streams for the UK and global feeds via the iOS and Android platforms as part of the deal.
Inspired chief commercial officer Steve Rogers welcomed Betfair to “the action” of “the increasingly popular category” of sports betting in Virtual Sports., adding that “the immediacy and excitement” of Virtual Sports betting “are already going down a storm with Betfair players.”
Inspired, the London virtual game supplier, offers innovative Verticals, Casino, Slots and Video Lottery games and technology across 35 countries. With clients that already include William Hill, Gala Bingo, Bet365, Ladbrokes, Paddy Power and others, it is clear that an integration of virtual gaming into gambling sites is taking place.
While virtual games have been popular with Betfair players on first impact, the question remains whether the discriminating punter will in the long run embrace virtual games as much as live events and entertainment, with the understanding that betting on technologically-generated outcomes still stands categorically apart and distinct from betting on human behavior and the human reactions of real sports situations. User metrics can go a long way towards determining if players just want to bet on anything, in a compulsive manner, or if players are thinking critically and selectively about the types of bets they want to make, and the types of activities they want to bet on.