Gaming Arts and Inspired Entertainment partner on omnichannel slots deal
Gaming machine supplier Gaming Arts and online game developer Inspired Entertainment have partnered to bring more online slot games into land-based gaming markets across North and South America.
Under the agreement, Gaming Arts plans to adapt some of Inspired’s digital slot titles for physical gaming environments, including slot machines and video lottery terminals in legal jurisdictions.
The deal will exclude locations such as Illinois and Oregon, where Inspired already operates.
Inspired Entertainment’s portfolio includes a range of online games with established player followings, many of which will be rolled out when the two companies decide which to include.
The partnership is part of a broader trend in the gaming sector, where companies are trying to close the gap between digital and real-world casino games to attract new audiences and generate fresh revenue.
Inspired Entertainment Chief Product Officer Steven Collett said, “This collaboration is a natural evolution of Inspired’s strategy to extend its top-performing content across multiple channels.
“Working with Gaming Arts gives us a trusted partner with deep roots in the North and South America land-based sector, allowing us to extend our reach to players in brick-and-mortar gaming destinations where engagement and experience are everything.”
In August, Inspired also partnered with Brazilian gaming group EstrelaBet to launch its V-Play Football Brazil product.
Abi Bray brings strong researching skills to the forefront of all of her writing, whether it’s the newest slots, industry trends or the ever changing legislation across the U.S, Asia and Australia, she maintains a keen eye for detail and a passion for reporting.
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The Backstory
Omnichannel momentum behind the latest tie-up
The current deal lands amid a fast-moving shift to blur lines between online play and casino floors. At this year’s SBC Summit Americas, executives and suppliers called omnichannel the defining theme as operators chase a single customer journey across phones, kiosks and slot banks. International Game Technology’s Brett Jackson detailed how the company has spent nearly a decade building shared-pool jackpots and dual-format portfolios, arguing that familiarity in both channels lifts engagement rather than cannibalizes it. His comments in Beyond the spin: IGT focuses in on omnichannel underscored the ambition: half of IGT’s titles are now available in land-based and digital formats with more pooled jackpots headed to Michigan after New Jersey.
Operators, however, concede the finish line is still out of reach. On a panel at the same event, leaders from BetMGM, Delaware North and Betfred US said true omnichannel execution is hampered by mismatched incentives, siloed teams and the complexity of physical rollouts. As Operators admit true omnichannel success remains elusive reported, merging data sets and aligning timelines across retail and online remains a grind even as technology improves. The gap between aspiration and implementation is the landscape into which the latest partnership arrives.
Partnerships are stitching channels together
Suppliers are leaning on alliances to accelerate the bridge from apps to aisles. Gaming Arts and Inspired Entertainment struck an agreement to convert selected digital hits into cabinet-ready titles across North and South America, excluding states where Inspired already operates such as Illinois and Oregon. The plan, outlined in Gaming Arts and Inspired Entertainment partner on omnichannel slots deal, puts Inspired’s online brands in front of brick-and-mortar audiences via Gaming Arts’ North American footprint, a play for new revenue without rebuilding from scratch.
That approach mirrors how online-focused studios are entering the retail arena with distribution partners that know the casino floor. White Hat Studios’ pact with Gaming Arts gives the developer its first U.S. retail access while sending select Gaming Arts titles the other way into iGaming. As detailed in White Hat Studios’ deal with Gaming Arts opens US casino opportunities, the rollout began with Big Catch Bass Fishing, with Bankin’ More Bacon and Kong Even Bigger Bananas queued up. White Hat Studios, already among the top three U.S. casino game suppliers by gross gaming revenue early this year, framed the move as proof of its games’ omnichannel pull.
These crossovers serve both sides. Online catalogs get new distribution where average bet sizes are often higher and brand discovery is stronger. Casino operators get proven math models that reduce product risk on floors still hungry for fresh content. The bet: familiar game families become bigger franchises when players can toggle between venues without losing the core experience.
Inspired’s footprint and performance set the stage
Inspired has been widening its Americas reach while its interactive unit posts the company’s fastest growth. The supplier extended its content deal with Rush Street Interactive into Mexico, Colombia and Peru via RushBet, and into Delaware through BetRivers, building on live markets in Pennsylvania, Michigan and New Jersey. The expansion, covered in Inspired Entertainment extends Rush Street Interactive partnership in the Americas, puts Inspired inside regulated Latin American markets where omnichannel potential is rising, especially as retail and online licensing frameworks evolve.
Financially, the company’s latest results show a steady top line with standout digital gains. Full-year revenue edged up 2% to $297.1 million, while the interactive segment surged 40% to $39.3 million for the year and 45% in the fourth quarter. The update in Inspired Entertainment’s revenue climbs 2% to US$297.1 million also highlighted progress in “Hybrid Dealer” products, including the MGM Bonus City launch with BetMGM in Michigan and a Canadian commitment for Hybrid Dealer Roulette with Loto-Québec. That pipeline supports the logic of repurposing digital winners into retail-ready experiences, then routing those same brands back into online channels around marquee operator partners.
Inspired also has a Brazilian angle. In August, it partnered with EstrelaBet to launch V-Play Football Brazil, a virtual sportsbook product referenced in Gaming Arts and Inspired Entertainment partner on omnichannel slots deal. While distinct from slots, the collaboration shows Inspired tailoring content for a market with unique tastes and a large football audience—an asset as omnichannel mechanics expand beyond traditional reels.
Design discipline, not just distribution
Moving content across channels is only half the lift. Getting the experience right requires preserving the math, cadence and signature features while adapting to context. IGT’s Jackson stressed that what plays well on a cabinet may overwhelm on a phone, and vice versa, which is why the company curates what it ports and retools presentation to fit screen size and session style. His discussion in IGT focuses in on omnichannel cited Whitney Houston Slots as a case study, pairing licensed IP with a proven Prosperity Link framework to keep recognizable mechanics intact across formats.
That discipline is tied to data. Early testing, player focus groups and operator feedback inform which features turn novelty into repeat play. For partners like Gaming Arts and White Hat Studios, the draw is supplying casino floors with content that already has digital telemetry behind it, reducing uncertainty about volatility curves, bonus pacing and persistence mechanics. The more suppliers can prove that online and retail versions share a coherent “flow of events,” the easier it becomes for operators to allocate floor space and marketing dollars to omnichannel titles.
The organizational hurdle that still matters
Even with strong content and partnerships, the hardest part may sit inside the operators. As the operator panel on omnichannel made clear, many companies still run separate development, slot and marketing teams with different KPIs for retail and online. That structure complicates shared loyalty, cross-channel bonusing and unified data models—the groundwork needed to capture lifetime value when a player moves from a mobile session to a casino visit and back.
Vendors are trying to blunt that friction by delivering plug-and-play content across systems, backed by data that argues against cannibalization. But the panelists argued that internal incentives, not tech, often block progress. Until executive teams settle ownership questions and adopt common success metrics, the industry’s omnichannel promises will depend on individual partnerships that can operate around the silos.
That is the backdrop for the latest agreement. By packaging proven digital titles for cabinets through a land-based specialist, then looping recognition back to online channels, suppliers are offering operators a shortcut: content that can travel, with evidence it lifts engagement on both sides. If it works, the payoff isn’t only incremental revenue. It is a path to a simpler omnichannel playbook—one built on recognizable brands, consistent math and aligned partners while operators reorganize for the longer haul.
