Server-based gaming specialist and virtual sports supplier Inspired Gaming Group has gone live in the Italian market with its virtual sports offering after securing final approval from the country’s regulator.

Inspired’s virtual sports are now available with five of the company’s ten partners in the market; on five websites and in over 5,000 retail venues. Its customers in Italy include Snai, Lottomatica, SISAL, Eurobet, Cogetech, Intralot, Gamenet and Microgame.

With new venues and websites to roll out the products over the coming weeks, and a mobile launch to follow, the supplier estimates that over 10,000 venues will offer virtual sports by the end of January 2014.

Italian players can now place fixed-odds bets on a range of virtual games including football, horse racing, motor racing and dogs. In addition, Inspired is looking to expand its offering further with the development of a number of new virtual sports offerings.

The games are rendered in real-time and are broadcast for 18 hours a day, with different events running simultaneously in-store and online. Operators can customise backgrounds to feature their own branding, while the products can be tweaked to change weather conditions, event durations and virtual venues.

Inspired Gaming Italy president Vitaliano Casalone described the launch as a very special moment for his company and a landmark event for the country’s virtual sports market. The company secured approval for its products in October 2013, the second company to do so after South African supplier Kiron Interactive, and launches after two months of testing.

“Our years of experience worldwide have demonstrated that our Virtual Sports products generate incremental revenues for sports betting operators across all channels, as well as entertaining the player,” Casalone explained. “Our virtual sports generate 10 per cent of all over the counter bets in the UK and, based on our experience, we are confident that our products will be at least as popular in Italy.”

Inspired claims that commercial trials have shown that its products generate over 100 per cent more revenue than its competitors. The company generates more than €5bn in revenue and €700m gross win each year, and supplies its products to the likes of China’s National Sports Lottery Administration Centre and Greek monopoly operator OPAP among others.