William Hill has upgraded its virtual sports offering to a full omni-channel offering, with content provided by Inspired to now be broadcast simultaneously across online, mobile and via retail venues through the Betting Shop TV channel.

The deal sees Betting Shop TV, which is shown in around 2,300 retail locations, to be broadcast online and for mobile as an additional feed for players between 5pm and 10pm each evening. It allows players to watch and bet on Inspired’s greyhounds, horse racing, motor racing and cycling content.

The deal further strengthens the offering, which also features US horse racing and the Racing Post’s Greyhound TV through the same feed, as well as audio coverage of UK and Irish horseracing and greyhound racing.

William Hill’s omni-channel director Mike Jones said that the operator was committed to creating an “enjoyable and memorable experience our customers love and trust wherever and whenever they choose to bet.”

“The development of Betting Shop TV clearly takes us a step further in providing that experience and we are delighted to be working with Inspired on this and a number of other omni-channel opportunities," he said.

Inspired senior vice president of virtual sports Steve Rogers said that with William Hill lauded as an industry trailblazer, he was “thrilled” that Inspired had been selected to aid the operator's shift to omni-channel content delivery.

“Here at Inspired, we believe that omni-channel is doing multi-channel right – giving players a consistent, premium experience, no matter what channel they want to use at the time,” Rogers explained.