As operators compete to keep football betting products fresh around the clock, Entain has renewed its global virtual sports partnership with Inspired Entertainment and added Virtual Soccer with BetBuilder under a new multi-year deal. The product is set to go live ahead of this year’s football World Cup, with more virtual sports titles due later in 2026.
World Cup launch plans
The renewed deal keeps Inspired Entertainment’s virtual sports products across Entain’s brands and adds Virtual Soccer with BetBuilder, which lets players combine several picks into one bet during simulated football matches.
More virtual sports titles are due later in 2026, and the timing matters because Entain said the new product will launch ahead of this year’s football World Cup, when betting activity often rises around live matches, a trend also reflected in how World Cup betting ads were linked to a jump in live-match wagering.
What both companies said
Entain said the renewed deal reflects continued interest in virtual sports across its brands. Jamie Crossfield, Sportsbook Director at Entain, said virtual sports remains “an important and growing category” for customers and that the extended partnership will help bring in new products such as Virtual Soccer with BetBuilder.
Inspired then said the launch is part of its wider product strategy. Brooks Pierce, President and CEO of Inspired Entertainment, said the partnership has been built on “collaboration, performance and innovation” and described the upgraded Virtual Soccer with BetBuilder as an “industry first” created to increase engagement and support long-term growth for operators.
Why virtual soccer is drawing operator investment
Entain operates brands including Ladbrokes, Coral, bwin, and Neds across more than 30 regulated markets. Inspired Entertainment holds supply licenses from the Malta Gaming Authority and the UK Gambling Commission. Bringing BetBuilder mechanics into a virtual environment narrows the gap between simulated and live football betting, giving operators a continuous football product that operates outside live match schedules.
