Kiron Interactive’s Head of Marketing, Patrick Eriksen, on why the future of sports betting isn’t long-form odds and live matches. It’s short-form, always-on, instant-return gameplay.

Short-form content has changed everything. We no longer wait for results, we scroll, we swipe, we move on.

Yet, most sports betting still takes 90 minutes to settle.

Most sportsbooks still rely on long-form bets, match winners, final scores, total points, with outcomes that take an hour or more to resolve.

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That may suit traditional punters, but for modern players it’s increasingly out of step.

Virtual sports flip the script. Matches play out fast, bets settle in minutes, and the action never stops. They offer the sports betting equivalent of short-form video.

Operators who have added virtuals are already seeing the benefit. They’re gaining faster engagement, a wider player base, and stronger retention. For those who haven’t, the opportunity remains wide open.

Fast by design. Ready for now.

Today’s audiences are used to fast-moving, always-available entertainment. Whether it’s videos, games or live streams, the expectation is instant access and quick outcomes. Virtuals deliver both.

Players engaging with virtuals tend to prefer faster outcomes and simpler formats. Many are looking for quick resolutions and low-friction experiences. They don’t want to sit through a full match. Virtual matches last just a few minutes, with a wide range of betting markets to explore.

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And it’s not only about speed. Simplicity matters too. There’s no fixture list to follow, no downtime between games, and no dependence on real-world scheduling. Players can place a bet, get a result, and move on. All of this takes less than five minutes.

That’s why virtuals align so well with how players consume content today.

Short sessions. Easy returns. Ongoing engagement.

Unlike traditional sports, virtuals aren’t restricted by time zones, calendars, or matchday delays. They run 24/7, all year round.

We regularly see player activity climb when real events are off the board, whether that’s during the off-season or on a quiet weekday afternoon.

Because matches are short and always available, virtuals invite casual, repeat engagement. Players dip in for a quick play, try new markets, and often come back for more.

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This leads to higher bet frequency and longer session times. It gives players more reasons to stay and explore. And in today’s landscape, where acquisition costs are rising, that kind of stickiness is key.

Like short-form media, virtuals offer fast, familiar loops that players can jump into anytime. They’re fast, easy to understand, and satisfying to return to. That’s how today’s audiences engage with content across the board. And that’s why this format feels familiar to digital-first players.

The next wave of virtuals

In regions where virtuals are already well established, we’re seeing a new phase of innovation.

This includes live-style virtuals with in-play markets, branded leagues with recognisable identities, and hybrid formats that combine sports with game mechanics.

At Kiron, we’re building visually rich, quick-play virtual formats that reflect how audiences already consume mobile and interactive content.They give operators a new way to deliver something fresh and distinctive. And in a category where standing out matters, that’s a big advantage.

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A proven way to meet the moment

As always, the best results come when content is engaging, responsible, and designed with the player experience in mind. Virtuals aren’t throwaway content. They’re a core pillar of the modern sportsbook experience.

They work alongside live sport by keeping the lobby active when real matches aren’t taking place. They’re easy to access, simple to understand, and always available.

Virtuals aren’t just catching up with the way people play. They’re meeting it head-on.

Kiron Interactive, a leading provider of virtual sports and numbers games, has announced a new partnership with EstrelaBet, one of Brazil’s most prominent online gaming operators, to deliver its innovative virtual sports portfolio to the operator’s extensive player base.

The agreement sees EstrelaBet, the sponsor for nine football teams in Brazil, integrate Kiron’s popular virtual sports games into its online offering. Players will now have access to an exciting range of virtual sports, including football, horse racing, and motorsports, enabling 24/7 betting opportunities across a wide variety of fixtures and markets.

Kiron’s virtual sports games are designed to replicate the excitement of real sports betting, with a staggered schedule of events providing opportunities for in-play betting every two minutes. The games are fully customisable, allowing EstrelaBet to tailor the content, odds, and frequency of events to meet the preferences of its local audience.

EstrelaBet is a leading online gaming operator in Brazil, offering a wide range of sports betting and casino products to players across the country. Founded in 2019, the company has quickly established itself as one of the top three operators in the market.

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The integration of Kiron’s virtual sports content is expected to significantly enhance EstrelaBet’s online offering, providing its players with engaging new betting options and driving revenue.

Steven Spartinos, Kiron Co-CEO, said: “We are delighted to partner with EstrelaBet, one of the biggest names in the rapidly growing Brazilian market. This agreement underlines the appeal of our virtual sports offering and its ability to drive player engagement and growth for operators in markets worldwide.

“We look forward to working with the EstrelaBet team to deliver an exceptional virtual sports betting experience to their players and to supporting the continued expansion of their business in Brazil.”

Fellipe Fraga, Chief Business Officer at EstrelaBet, said: “It is a pleasure to have this partnership with Kiron, allowing us to offer our clients more options for entertainment in iGaming, using new technology and an advanced product.

“We are always looking for ways to enhance our offering and provide our players with the best possible betting experience, and we are confident that Kiron’s virtual sports games will be a valuable addition to our portfolio.”

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