News INTERNATIONAL UPDATE
The Chinese cracker
Inspired makes its debut at G2E while global reach delivers success in China
The presence of Inspired Gaming at the G2E show in Las Vegas, the first in its history, was less statement of intent, more statement of fact that the company has well and truly arrived in the marketplace in the US. Riding on the back of the announcement that its multiplayer Sabre products are to be distributed in the North American market by TCsJohnHuxley as part of its DigiDeal agreement, Inspired Gaming's debut at the show coincided with its first product approvals through GLI testing. Having approved roulette, Inspired Gaming will next be sending through its baccarat product for testing for the all important Asia Pacific marketplace (see the news section and TCSJohnHuxley report for more coverage on the deal).
Having launched its virtual sports product in China in June of this year across 1,100 venues in the Hunan province in association with the China Sports Lottery and in a joint venture with Ladbrokes, Inspired Gaming is making amazing headway in the Asian market. To date, Virtual Sports sales are outstripping lottery ticket sales in Hunan by 3:1, with virtual events, which take place across the thousand+ venues every 10 minutes, having generated over £10m in revenue since launch.
Inspired Gaming’s Steve Rodgers explained that the initial launch of virtual motoring racing would be followed by soccer in due course, alongside the roll- out into other provinces in China. "We are looking to develop the offer further with China Sports Lottery with a view to covering the rest of the market with both an on- and offline product. It has taken us four years to gain approvals in China. However, we now have a proven product and can make a real push into new markets on the back of phenomenal success.”
Football will be the next big virtual game launch for Inspired Gaming, with local teams and players added to the offer to fully localise the product. “Enthusiasm for out motoring racing product extends to the production of a daily newspaper, Lucky Racing, which looks at the form factor and patterns of the team wins to date,” explained Mr. Rodgers of the fervour for the product. “In June, 3,000 people attended the launch event in a football stadium in Hunan, with the UK trade representative from Hong Kong making an appearance on the coverage by national news channel CCTV. Hunan is just one of 31 Chinese provinces, so there's a huge potential market out there waiting for this product.”
Steve Rogers,
Inspired Gaming Group.
"We are looking to develop the offer
further with China Sports Lottery with a view to covering the rest market with both an on-
and offline product. It has taken us four years to gain
approvals in China. However, we now have a proven product and can
make a real push into new markets on the back of such a
phenomenal success."
“In June, 3,000 people attended
the launch event in a football stadium
in Hunan, with the UK trade
representative from Hong Kong making an
appearance on the coverage by
national news channel CCTV.
Hunan is just one of 31 Chinese provinces, so there's a huge potential market
out there waiting for this product.”
Steve Rogers, IGG. December 2011 Page 21
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