Inspired claims to have become the first supplier to launch virtual sports in the Swedish gambing market, launching online and mobile products with state-owned horse racing operator AB Trav och Galopp (ATG).

ATG has launched Inspired’s Rush Horses and Rush Trotting products, with both customised for the Swedish market following player and market research projects. The events are being streamed in HD to players throughout the country over multiple devices.

The operator has been active in the market since 1974, and in the first nine months of the year generated SEK2.80bn, with land-based revenue falling 4 per cent to SEK1.45bn offset by growth in online revenue to SEK1.35bn, giving it a 19 per cent share of the regulated Swedish market.

“We are delighted to be working with ATG and to be first to market in Sweden - it’s an exciting market with a strong pedigree in sports betting,” Inspired chief commercial officer for digital games Steve Rogers commented.

“It was crucial in the competitive tender process that we are able to provide the perfect virtual sports for Swedish players, especially trotting,” he explained. “Our ability to enter new markets quickly and establish the right product offering will drive significant incremental revenues for ATG. We look forward to a long and successful partnership.”

ATG manager for betting products and methods business development Mikael Hagberg added: “It’s great to have an experienced partner such as Inspired when entering a new line of products and launching our first online virtual sports product."

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