“Streaming enables the delivery of high-quality, always-on virtual events that replicate the flow and pace of live sports. Te shift from static loops to continuous streams allows operators to synchronise live odds, promotional overlays, and data-driven visuals - all within
an optimised, mobile-first experience. Tis creates deeper immersion and stronger betting intent across platforms.”
combine real and virtual mechanics. Tis attracts new segments and enhances cross-selling within an operator’s existing base.
Virtuals are also increasingly used to complement live sports - filling gaps in the schedule and maintaining customer activity between fixtures. With stronger UX, greater localisation, and more accessible delivery formats, they are earning a permanent place in the operator content mix. While virtual sports won’t replace live betting, they are becoming a strategically valuable vertical - offering frequency, flexibility, and consistent engagement that complements broader sportsbook operations.
How might emerging technologies like augmented reality and 5G connectivity further transform virtual betting experiences?
Emerging technologies such as 5G and augmented reality (AR) are redefining how virtual sports content is delivered and experienced. 5G enables significantly faster data transmission with lower latency, supporting ultra-smooth streaming of high-frequency virtual events across mobile and in-shop devices.
Tis ensures that the content loads quickly, plays without lag, and synchronises seamlessly - critical for high-frequency formats. AR, meanwhile, introduces a new layer of interactivity - allowing virtual content to be overlaid with live stat visualisations, gesture-based controls, or real-world environments. Tis enhances the customer journey and opens new engagement formats beyond the traditional screen-based interface. CONNECT, with Vision 3.0 as its content management module, supports this evolution by allowing operators to schedule and deploy immersive content in line with venue or audience preferences.
As these technologies gain adoption, the infrastructure behind them will be crucial in determining the speed, scalability, and quality of virtual deployments. Together, 5G and AR are paving the way for a more immersive, personalised, and responsive virtual sports experience - creating opportunities for deeper engagement and innovative formats.
What's next for Vermantia's virtual portfolio?
Vermantia’s virtual portfolio is evolving to maximise the performance, flexibility, and strategic value of virtual content across every operator touchpoint. Our focus is on smart delivery and optimisation - ensuring that every virtual experience is high-impact, market-specific, and seamlessly aligned with each channel’s customer profile and business objectives.
We’re expanding support for pre-recorded racing formats and enhancing our localisation capabilities - offering advanced scheduling options, multi-language support, and customisable presentation layers that integrate smoothly into both digital and retail environments. Trough CONNECT and its Vision 3.0 content management module, operators can dynamically manage content - positioning it alongside live sports and promotional campaigns for optimal visibility and performance.
We are investing in stronger AI-driven automation to further personalise virtual content delivery. By leveraging audience data and venue-level metrics, we aim to help operators automatically adapt race intervals, trigger promotional overlays, and tailor market displays - enhancing both relevance and operational efficiency. Tis smarter, data- responsive approach will make virtual content even more agile, targeted, and commercially impactful across the betting lifecycle.
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