Danish National Lottery Danske Spil has unveiled a new contract with Inspired Entertainment, which is to see its virtual sports content distributed to retail venues across the European country.

Inspired launched in Denmark in November with a host of virtual sports products, including Rush Football Matchday, across multiple dedicated channels of virtual sports content.

These virtual events are streamed to venues via the latest streaming technology, which removes the requirement for in-venue graphics PCs.

Steve Rogers, chief commercial officer for virtual sports at Inspired, explained: “I’m delighted to announce this strategically important deal with Danske Spil. Inspired is proud to be affiliated with World Lottery Association members throughout the world, and the opportunity to supply our leading virtual sports to Danske Spil retail venues is an exciting one for our business.

“We are confident that products such as Rush Football Matchday will prove extremely popular with Danske Spil customers. Rush Football Matchday has recently launched in Italy to great success and we believe that we will see similar receptivity in Denmark.”

“At Danske Spil we very much look forward to offering Inspired’s virtual sports to our retail customers,” added Jens Nielsen, sports betting director at Danske Spil. “We pride ourselves on delivering entertaining games and a premium customer experience, and we’re confident that these new products will not only bolster our existing portfolio, but also impress players with their ultra-realistic graphics and entertainment value.”

This follows Danske Spil aligning itself with three other European lotteries to establish a joint-venture to improve their collective digital offer, to be known as the Lotteries Entertainment Innovation Alliance.

The companies joining are Française des Jeux, Norsk Tipping and Veikkaus – from France, Norway and Finland, respectively – with each having been granted a mandate by their respective authorities to create a joint company to share resources, in order to build a wider and efficient digital gaming offer.