iGaming AFRIKA’s Betty Kithinji sat with Kiron’s Commercial Director and Head of Marketing; Feron Somiah and Patrick Eriksen respectively at the recent SiGMA Africa 2026.

The trio engaged in an interactive conversation unpacking the current state of the African market, emerging technologies, and the growing relevance of virtual games across the continent. Kiron Interactive continues to stand out as a leading brand that delivers virtual games that are widely regarded as “unique” not only in Africa but globally.

Speaking on what differentiates the company, Feron Lee Somiah highlighted Kiron’s ability to deliver globally competitive, innovative content. “What differentiates us is our ability to provide leading games globally and our games are some of the most popular globally. Our games are innovative. The fact that we have our own studio gives us an edge in the market and that’s key for us,” he said.

Beyond the product, Kiron’s position as an African-rooted business plays a signifi cant role in its growth strategy. With operations based in Johannesburg and a strong presence across the continent, the company continues to leverage industry platforms such as iGaming AFRIKA to strengthen relationships, engage with operators, and remain part of the broader gaming conversation. Patrick noted that consistent engagement, through events, content, and direct interaction has been key in building traction and visibility within the market.

Virtual sports have, in recent years, taken the African gaming space by storm, and Kiron has been at the forefront of this growth. A major driver behind this is consistency. As Feron explained, “what’s key for us is that, in markets where live sports are dominant, those live sports, depending on consistency to be available, depending on match schedules, the virtual offer you consistency.

Virtuals are always there, always on. We offer the best margins, we offer the best games and I think it bridges the gap for any sort of operator or even player so that when those schedules are impacted by the leagues going off-season etc., our games are always available.” In markets where live sports are subject to scheduling gaps or seasonality, virtual games provide a reliable alternative.

More than that, they offer strong margins and stability for operators, two factors that remain central to their commercial appeal. However, the role of virtuals extends beyond simply fi lling gaps in content. Kiron positions its offerings as a bridge between sportsbook and casino environments, helping operators enhance player journeys. Virtual games create a smoother transition for players moving between different
gaming verticals, while also lowering the barrier to entry. For many users, virtuals provide a less intimidating environment to engage with sports-style betting that allows them to build confidence before fully committing to live markets.

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“Every market in Africa is different. You need different games for different players, different connectivity, different retail environments. So we’re making sure that there is a game for every player and there’s a game for every operator too,” Patrick explained.

He added that this approach is shaping how Kiron evolves its product offering, particularly in how games are delivered and experienced across different markets.“So our games have been traditionally scheduled so there’s a horse race in three minutes or there’s an Arsenal versus Chelsea game coming up in two minutes. We’re exploring a lot more of on-demand so instead of scheduled, our players can choose which two teams they want to play against each other and say football produces odds and they can decide what kind of payout they want on their terms.”

Alongside this shift, Kiron is also investing in lightweight products tailored for regions with limited connectivity or lower-end devices, ensuring accessibility across a wide range of user environments.
Kiron Interactive is set to attend the upcoming iGaming AFRIKA Summit in May, where the focus will be on strengthening relationships with customers, partners, and future collaborators.