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The Italian government has not moved to restrict virtual sports. In fact, they have amended the virtual gaming legislation to expand the number of virtual events permitted per day as well as allow new game formats, such as virtual football leagues. A change we welcomed as it underlined the Italian government’s open- minded stance regarding innovation and technological advancement in the betting and gaming sectors.


sports betting, and the Italian government has not moved to restrict virtual sports. In fact, they have amended the virtual gaming legislation to expand the number of virtual events permitted per day as well as allow new game formats, such as virtual football leagues. A change we welcomed as it underlined the Italian government’s open-minded stance regarding innovation and technological advancement in the betting and gaming sectors.


How does the Kiron offer in Italy compare to other international markets?


terms of the permitted array of bet types and the total number of daily events, limited currently to 2,000 across all channels. As such, the Italian market leans more towards the traditional in terms of the virtual sports and bet types offered, and away from what you refer to as experimental.


However, that is not to say that the market shies away from new opportunities – far from it. It is opening up to variety of new product types, highlighted by the early success of Football Leagues, which is driving virtual revenues to new highs.


Why was the adoption of Virtual Sports in Italy so quick and widespread - and now - as a mature product, how is Kiron continuing to support operators?


We are delighted at how rapidly a broad cross section of the Italian market took to our Virtual Sports products through both online and retail channels, including a large number of traditional VLT customers.


Speed to market has been a key factor, but, most importantly, offering a superior product has secured our customers repeat business. We have invested a significant amount of time and effort in making sure our product is appropriately designed and positioned with our clients.


We offer a large variety of games for fans of football, racing and everything in between, all built on a foundation of advanced maths- modelling and real to life animation. At all times


our focus is on maximising the gaming experience for the Italian customer.


A lot of time and effort has also gone into assisting our clients with marketing the games and ensuring they are appropriately and prominently promoted across a comprehensive selection of marketing channels. Initial revenues for the first year of operation in the Italian market were originally forecast by ADM at €600 million. Actual revenues achieved for the same period came in just shy of €1,2 billion. We would call that a success.


Despite widespread growth, it is too early to consider the Virtual Sports market a mature one. Tere is still plenty of progress to make, both in technology and new products. We therefore expect to see more growth in the market, especially in light of recent new product launches.


The government is making a tax grab on the gaming industry in Italy right now - is sports- betting and Virtuals affected and do you see the changes helping or hindering the sports-betting sector?


Whether or not it is fair to characterise it as a “tax grab,” the Italian government certainly has ramped up the financial contributions it expects gambling companies to make to the state coffers. Slot machines saw an increase in taxation from 13 to 15 per cent, while the tax levied on VLTs grew from 5 to 5.5 per cent.


However, this could prove beneficial for live


We always aim to offer a product tailored to the specific requirements of each jurisdiction, and our approach to Italy is no different. We have several years of experience in the Italian market, and ensure that the events and betting markets that we offer are streamlined to suit the preferences of Italian players. Of course in Italy many of these elements are strictly governed by legislation offering a high number of events per day, well-structured presentation and a fixed return-to-player.


Can you reveal any of your forthcoming plans for the Italian market - what’s the next big thing?


Te Football Leagues product we recently released, in partnership with VSoftCo, has proved tremendously popular with Italian players. Te future certainly looks bright for this new innovative product. We will continue to weigh opportunities to expand our presence in the Italian market, and are confident of capitalising on some interesting existing opportunities.


Enjoying a tailored relationship with entertainment services has become the new norm. Allowing users to customise their experience is something we must embrace in order to stay ahead of the competition.


As a market-leading provider in the virtual sports industry, Kiron Interactive is always investing in improving and innovating its product range, and we are focused on creating more diverse products targeted to new jurisdictions, while also improving our product offering to our current clients.


NEWSWIRE / INTERACTIVE / 247.COM P129


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