From Niche to Necessity Kiron Skates into ICE
Once considered a supplementary product, virtual sports are now a strategic pillar for many sportsbooks. Ahead of unveiling two new hockey titles at ICE Barcelona, Feron Lee Somiah, Director of Commercial Services at Kiron Interactive, outlines the market dynamics and product positioning powering the growth of virtual sports.
One year into his tenure at Kiron Interactive, Feron Lee Somiah is unequivocal about the move from B2C to B2B. “Te grass is never greener on the other side - but I can honestly say this is probably some of the greenest grass I’ve ever seen.” After years operating on the consumer-facing side of the industry, Feron’s transition into B2B has offered a fresh perspective on how virtual sports are built, sold, and scaled.
“In B2B you’re far more immersed in the product and the systems from a technical standpoint,” Somiah reflects. “Your conversations are more business-orientated and strategic. It’s refreshing not to be purely dealing with unhappy or emotional end users based on wins and losses, but rather with partners focused on growth, performance and long-term value.”
Tat strategic lens is critical in a category like virtual sports, which continues to mature across global markets at very different speeds. From Feron's vantage point, Africa remains one of the most dynamic regions for growth. “Outside of South Africa, virtual sports adoption across Africa is incredibly strong. We have a physical presence on the ground, which helps us understand operator needs properly, so the product feels natural in those markets.”
Latin America, too, is gathering serious momentum as regulatory frameworks mature. “As regulation opens up, operators are actively looking for dependable virtual content to complement live sport,” he notes. “Virtuals play an important role in filling the gaps when there are breaks in the sporting calendar.” By contrast, Europe is now firmly in the mature category. “It’s stable, not plateauing,” Feron describes. “But growth there comes from product upgrades and fresher formats rather than first-time adoption.”
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So, what is fuelling operator demand globally? For Feron, the answer is simple: virtual sports sit perfectly between sportsbook and casino. “Tey’re not slots and they’re not live sports. Tey sit comfortably in the middle and add genuine variety without cannibalising either vertical.” Reliability, availability and consistent engagement all play a role too. “Operators love the fact that the content is always on and always relevant. It becomes a strong part of the overall mix.”
While the traditional virtual sports player is still the sports bettor, that audience is broadening. “If someone is betting on virtual football, you’d expect them to follow real football as well,” Somiah explains. “Tey understand the formats and the logic. But what’s interesting is how many slot and instant-game players are also engaging.” Simplicity and speed are key here. New fully on-demand, fast-cycle formats eliminate the need for deep sports knowledge and appeal to players looking for quick engagement rather than detailed analysis.
Te channel mix also matters. In retail environments, particularly in Africa, virtual sports are a social experience. “Tey bring real energy into a shop,” Feron says. “Crowds gather for the next race or match and it becomes a shared moment.” Online demand is just as strong, but behaviour shifts. “Players want speed, control and instant gratification, so the faster formats lead. Te demand is equal, but how players consume the content is very different.”
From a commercial standpoint, content mix is still largely driven by three core pillars. “Football, horses and greyhounds drive most of the performance in almost every region.” Beyond that, localisation becomes critical. “Low-data mobile solutions can completely change performance in certain markets. Rather than pushing a full portfolio everywhere, we guide operators towards the right mix for their infrastructure and audience.”
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