For operators, especially those under sustained regulatory and margin pressure, virtual sports can offer several solutions.
One of the key attractions of virtual sports for operators is their reliability. Unlike real sports, virtual events are not subject to fixture cancellations or weather issues, allowing operators to benefit from them 24 hours a day, 365 days a year.
This availability also reflects changing player preferences. Modern bettors want round-the-clock, fast-paced betting action, and virtual sports provide this in abundance. There are no frustrating breaks in play or lull periods.
They are also perfectly positioned to capture an emerging generation of bettors. Gen Z bettors are social media natives and among the fastest-growing demographics in sports betting, with 2025 figures from TransUnion showing a 34% year-on-year increase in betting activity from the group. The fast-paced nature and high-quality animations of virtual sports make them ideal for mobile betting, positioning them as an effective way to capture that growing audience.
It is not just younger players who are drawn to virtual sports. More experienced sports bettors are now seeing them as a viable alternative to traditional sports betting. With this audience, it is essential that games are well-presented and follow traditional sporting rules, enabling virtuals to effortlessly fill in for live sports at different points throughout the calendar.
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From a financial perspective, virtual sports also have predictable margins and a more controlled cost structure. This is the opposite of live sports, where external markets and outcomes shape odds can swing drastically, sometimes hitting operators in the pocket. As regulations tighten and taxes increase in key markets, these fixed margins can be extremely beneficial.
Player expectations
As virtual sports have grown, so too have player expectations. Bettors no longer just compare virtual sports with live sports, but also with other digital products. In a world of high-quality AI-generated videos and professional content creation, virtual sports must maintain high standards.
Players have little time for poor visuals, muddled gameplay or overly repetitive content. They want recognisable rules, believable, immersive action and a slick presentation. There is also a great demand for fresh content that does not feel overused. Trust and clarity are more essential than ever, with punters naturally slightly more sceptical of simulated events.
Moving the dial
In such a fast-moving space, it is important to remain ahead of the competition. Kiron is well-positioned to do so, continuing to move the dial with high-quality visuals, engaging graphics, and a diverse sporting portfolio.
The latter is one of the most important aspects, with punters regularly seeking new, easy-to-understand virtuals to bet on.
Crucially, the Kiron portfolio is built with practical elements in mind. Products can be localised to meet market demands as operators continue to explore newly regulated markets. This can prove particularly impactful for operators as they attempt to connect with new bettors.
This localisation can also extend to virtual leagues and tournaments, all of which can boost bettor engagement and create the kind of compelling narratives that traditionally attract punters to traditional sports.
The future of virtual sports
It is difficult to talk about the future of anything right now without addressing AI. The rise of artificial intelligence will undoubtedly play a significant role in the future of virtual sports, whether by enhancing the personalised experience or improving production quality.
What is clear, though, is that virtual sports will remain a key strategic priority for operators as technology and player behaviours continue to evolve. The virtual sports experience is continuing to improve, and operators willing to invest in quality content are going to race ahead of the competition.
Figures from Metastat Insight suggest the global virtual sports market could reach $70 billion by 2032, making it one of the fastest-growing verticals in the sports betting industry. Operators who are slow to adapt to its potential are going to be left behind.
Virtual sports are not new, but the way players engage with them, and operators utilise them, is ever-changing. Operators need content that is always available, commercially sustainable and aligned with modern betting behaviour, while bettors want fast, exciting experiences that fit naturally alongside live sport.
Article by: Patrick Eriksen, Head of Marketing at Kiron Interactive
