INSIGHT VIRTUAL SPORTS HIGHLIGHT GAMES
Steven Holmes CEO
Highlight Games
What's your view on the role of virtual sports in the way audiences engage with sports and entertainment on a global scale?
Over the years virtual sports have become more than a piece of filler content and have become a product vertical in their own right. However, since the introduction of video virtual sports by Highlight Games in early 2019 virtual sports have now started to become tools for entertainment and fan engagement in their own right. Highlight Games’ products account for 50 per cent of all virtual sports bets made in Italy and 70 per cent in Turkey.
We have found that players love the history, nostalgia and reality provided by betting on real archive sports footage. Te amount staked on our games in Italy alone is testament to the engagement levels of video virtuals and this will only grow as we supplement our Serie A, English and Turkish Superlig games with ATP Tennis, MOTO GP, Ligue 1 and other undisclosed content which is coming soon.
What is an optimal virtual sports betting experience in 2024?
Video archive. Full stop. Who doesn’t want to bet on historic goals form the likes of Ronaldo, Messi, Beckham, Ronaldinho, Totti, Zidane with real commentary and real atmosphere. We’re now seeing traditional graphical suppliers seeking their way into video virtuals via sports like basketball in a bid to capitalise on this growing area of the market.
What differentiates Highlight Games' virtual sports portfolio?
Our extensive and exclusive access to premium video archive footage from sports greatest teams and leagues sets us apart from the competition. Case in point - Highlight’s average bet in Italy can be as much as €2 more than the graphical competition.
Virtual sports have evolved since their inception and players are favouring the opportunity to watch real footage of their favourite teams and players over graphical
P122 WIRE / PULSE / INSIGHT / REPORTS
Steven became CEO of Highlight Games in January 2024 and has over 17 years of experience in the betting and gaming industry, particularly in virtual sports. Prior to joining Highlight, Steven was Chief Legal Officer at Inspired Entertainment Inc. and was integral to the legal and commercial efforts to internationalise both the virtual sports, mobile and machine businesses.
Prior to the gaming industry, Steven spent 10 years in the commercial and legal departments of Siemens Communications and Nortel Networks where he gained a Masters in IT and Telecoms Law.
Our extensive and exclusive access to premium video
archive footage from sports greatest teams and leagues sets us apart from the
competition. Case in point - Highlight’s average bet in Italy can be as much as €2 more than the graphical competition.
In Ladbrokes Fanzone we supply bespoke club-based games, including our branded Manchester City game – players are cheering on their
favourite teams from the vast amount of exclusive archive footage that Highlight owns.
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