Virtual games continue to gain prominence in the online gaming sector. Their qualities attract a new generation of players who demand new experiences.

It was not long ago that many operators considered virtual sports a niche product. Something that could fill gaps in the fixture schedule until real sports returned and bettors could get back to what they really wanted. However, things have changed rapidly in recent years, with virtual sports now being an essential vertical for operators as they look to combat rising costs, tighter regulations, and increasing player demands.

Kiron Interactive names Rob Peché as Global Head of Sales, industry veteran joins virtual games provider to oversee global sales

In 2025, Kiron expanded into Latin America and Africa, launched key titles with Kaizen Gaming, and earned multiple award nominations. The year proved that agility matters more than scale in new markets. For 2026, Kiron is focused on growing in high-potential regions, expanding its virtual and data-lite portfolio, and delivering content that works in real-world conditions.

BetMakers Technology Group (ASX: BET) is pleased to announce the successful launch of its new partnership with Kiron Interactive, a global leader in virtual sports and number games. Kiron’s full suite of virtual horse racing, greyhound racing, and harness racing content is now fully integrated and available through the BetMakers Core API.

Gerald Msimanga, Sales Manager for Africa at Kiron Interactive, says operators are often locked in a balancing act between integrating globally proven content and locally preferred games, but that both are essential to long-term success in any market.

Kiron has expanded its partnership with Kaizen Gaming, owner of the Betano online betting and gaming brand, launching its flagship virtual football title, GOAL Premier, in Mexico, Nigeria and Chile.

Virtual sports are no longer a niche. In Latin America, they’re becoming a core part of the sportsbook portfolio. But growth doesn’t guarantee results. As more suppliers move into the region, the real differentiator isn’t speed. It’s fit. This region isn’t a single market. It’s a collection of distinct countries, each with its own sporting cultures, betting behaviours, and regulatory pace. Trying to scale a standardised product across the continent without adjustment is a fast way to miss the mark.

Italy remains one of the most influential markets in the global virtual sports and iGaming landscape. Worth more than USD 400 million a year, it was one of the first countries to embrace virtuals at scale, driven by early support from major operators like Sisal, Lottomatica, and Snai.