A shift towards interactive entertainment

At Enada Primavera, Giuseppe Donato, Italian Country Manager at Kiron, outlined how the business is evolving to meet changing player expectations. The focus is moving beyond traditional betting towards experiences that feel more aligned with how people consume digital entertainment today.

Kiron is investing in formats that are easy to understand, quick to access, and built for repeat engagement. The aim is to create products that fit naturally into shorter, more flexible play sessions, without losing depth or excitement.

A new take on crash games

One of the standout concepts is a crash game inspired by a rodeo. The mechanic mirrors a mechanical bull, where the challenge is to stay on for as long as possible. The longer the ride, the greater the potential outcome.

It is a simple idea, but it taps into timing, anticipation and instinct. These are the qualities that make short form, interactive experiences resonate with today’s audiences. The format is designed to be accessible from the first play, while still offering moments of tension that keep players coming back.

Expanding virtual football

Alongside new game formats, Kiron is strengthening its position in virtual sports, with a clear focus on football. The company is developing virtual competitions based on Italy’s Serie B and Serie C leagues.

The goal is to digitally replicate the structure and feel of real football, while offering a continuous, always available experience. This approach reflects a broader shift in behaviour, where players expect content on demand rather than tied to fixed schedules.

Virtual sports driving growth

Virtual games continue to be one of the most consistent growth areas in the sector, with annual increases estimated between 10 and 15 percent. Other betting categories are seeing slower movement in comparison.

Within this space, virtual football stands out. Its familiarity makes it easy to engage with, while its format suits shorter, more frequent play sessions. It continues to attract new audiences while maintaining strong levels of repeat engagement.

What this means for the market

The direction is clear. As entertainment becomes more immediate and interactive, virtual products are taking on a more central role. For operators, this is less about adding new content and more about aligning with how people already choose to play.

Kiron’s focus on accessible formats and continuous virtual experiences reflects where the market is heading.

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