Inspired Entertainment announced a new partnership with BetMGM and Borgata Online in New Jersey, launching its virtual sports titles on the operator’s BetMGM and Borgata online platforms.
The deal brings Inspired’s V‑Play Soccer, V‑Play Basketball, and a first‑of‑its‑kind V‑Play NFL‑themed Football to BetMGM’s sportsbook, giving the operator a full slate of high‑margin virtual sports content that can be integrated into its existing betting ecosystem.
Strategically, the partnership expands Inspired’s footprint in the U.S. market and adds a new revenue stream that aligns with the company’s digital‑first strategy. Inspired has set a target for digital‑mix revenue to account for over 60 % of EBITDA by 2027, and the BetMGM deal is a key step toward that goal.
The virtual sports segment is known for high operating margins; Inspired reported a 42 % Adjusted EBITDA margin in Q4 2025, driven largely by its interactive and digital offerings. The BetMGM partnership is expected to contribute to top‑line growth and further margin expansion, reinforcing Inspired’s competitive edge against other virtual sports providers.
The virtual sports market is projected to reach $57 billion by 2033, and the introduction of an NFL‑themed product gives Inspired a unique differentiator in a crowded space. BetMGM’s status as a high‑profile operator in a regulated jurisdiction underscores the strategic fit and the potential for a high‑margin, asset‑light contract.
Overall, the deal positions Inspired to capture growing demand for virtual sports in U.S. sportsbooks, strengthening its shift to a digital, high‑margin business model and supporting its long‑term growth objectives.
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