INSIGHT VIRTUAL SPORTS - KIRON INT.
variety of games available that speak to as many different audience segments as possible as punters come with a wide variety of unique preferences and add to that the fact that we provide products for global audiences and their regional preferences, we have to ensure we present a portfolio that offers diversity too.
Embracing today’s proliferation of smartphone ownership, our design process centres on a mobile first approach. iGOAL provides a virtual football betting experience that is adaptable to player preference and offers the best of both virtual sports player experiences. Bet and watch the suspense of the game unfolding, similar to our traditional products, or skip to the result and get an instant result. Te choice is entirely in the hand of the player!
How is the demographic for Kiron’s sports- themed instant titles different to players of virtual sports games?
Player tastes are constantly evolving and as such, our content must adapt accordingly. Increasingly, more players favour a shorter, high frequency experience and instant-win products cater to that. Classic virtual sports are still hugely popular too, especially in retail and in territories such as Africa and LatAm, so we maintain a solid balance.
Sport themed instant-win titles are reserved for online/mobile betting only. Tey provide a one- on-one experience for the player and offer the key element of choice, once again. Allowing the player to have control of their selection provides a higher level of interaction and intrigue. Scheduled virtual sports will continue to have a following in retail and certain online/mobile markets, but again, it’s about diversity in product offerings and making sure we cater to as many unique tastes as possible.
We are constantly monitoring, gathering data and feedback, and refining and developing our titles to maximise engagement and performance. Te addition of penalty and set- piece sequences coupled with new bet markets like Penalty In-Game and First Goal Scorer are testament to our constant innovation on the Football front, whether it is on a scheduled or instant virtual sports experience.
Up ‘N Down, is a great example of how we’re developing titles to accommodate current preferences. Another recent addition to our instant win portfolio is a golf gaming experience which is designed to attract purists of the sport as well as the casual gamer. Te choice element is once again synonymous with this experience. Simply select the Golfer using the rating provided or select randomly - click swing and a substantial payout is available for a hole-in- one.
If a player progresses to the green, they can play the Money Putt Shot. Te player is faced with a choice of a cash-out, unique to Up ‘N Down or the option to proceed to the Money Putt Shot. If you choose to cash out, a ‘What If’ feature reveals what the outcome result would have
P58 WIRE / PULSE / INSIGHT / REPORTS
been, keeping the player anticipation high beyond the finale.
Where are Kiron's instant games popular? What are the growth markets for this type of product?
A lot of research and planning has gone into these games. Te unique features like Cash-out on Up ‘N Down and the ability to create your own team or player selection across both titles were carefully built to reflect current global trends and offer an unparalleled experience. Tese titles offer a hybrid experience between sports betting, casual betting and instant gratification games found in the casino sector.
Growth markets for instant win are very similar to our core virtual sports content and include our main distribution channels in Africa, Europe, Asia and LatAm. Further growth stems from the demographic of newer players too, who are more focused on high-frequency, easily consumable experiences that we’re increasingly catering for.
Up next on your release schedule to coincide with the football World Cup in Qatar later this year is Tournaments. Can you give us a preview of what we can expect?
Tournaments, mirroring the main sporting event itself, is a 32-team multi-stage tournament format. It will feature group stages, round of 16, quarter-finals, semi-finals, the always controversial (especially if your team loses!) third-place match, and the final. Te group stages are a round-robin point-based system and group winners move on to a 16-team single- elimination tournament until the winner is determined.
All the teams included in the game are those that will be represented in the official Work Cup Qatar in November and the group make-up also replicates those already in place in the schedule. An extensive selection of bet markets is available covering round and individual match options.
“Growth markets for instant win are very similar to our core virtual sports content and include our main distribution channels in Africa, Europe, Asia and LatAm. Further growth stems from the
demographic of newer players too, who are more focused on high-frequency, easily
consumable experiences that we’re increasingly catering for.”
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