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Virtuals and the TikTok Effect: How Short-Form Play is Redefining the Sportsbook

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.
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.
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.
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.
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.
Latest News
Brightstar Lottery Completes Sale of its Gaming & Digital Business

International Game Technology PLC, doing business as Brightstar Lottery, announced it has completed the sale of its Gaming & Digital business to a holding company owned by funds managed by affiliates of Apollo Global Management Inc. on July 1, 2025. Effective July 2, 2025, Brightstar began trading on the New York Stock Exchange under its business name, Brightstar Lottery, and new ticker symbol, BRSL. The Company’s CUSIP will not change, and no action is needed from current stockholders.
“The sale of the Gaming & Digital business positions Brightstar for an exciting future. The balanced allocation of proceeds to significantly reduce debt and return substantial capital to shareholders, in addition to funding investments in growth and improving ongoing shareholder returns, reflect the Board’s continuing commitment to enhance shareholder value,” said Marco Sala, Executive Chair of Brightstar.
“Today marks an exciting new chapter for the Company, one that builds on a long legacy of delivering responsible, sustainable solutions through our products, services, technology, and insights. I am extremely proud of the Brightstar team, whose future-forward mindset and commitment to innovation serving lottery customers around the world are the foundation of the Company’s strong financial position and predictable cash flows,” said Vince Sadusky, CEO of Brightstar.
The Company received approximately $4.0 billion of net cash proceeds that are expected to be allocated in the following manner:
• $2.0 billion used for previously disclosed contractual commitment to reduce debt:
• Redeem in whole the 4.125% Senior Secured U.S. Dollar Notes due April 2026 and the 3.500% Senior Secured Euro Notes due June 2026.
• €300 million to prepay the Term Loan Facilities due January 2027.
• Remaining amount allocated to prepay the Revolving Credit Facilities due July 2027.
• $1.1 billion to be returned to shareholders:
• The Company’s Board of Directors declared a special cash dividend to common stockholders in the amount of $3.00 per share. The record date of the distribution is July 14, 2025, and it will be payable on July 29, 2025.
• In addition, the Board authorized a $500 million, two-year share repurchase program. The new authorization replaces the Company’s existing share repurchase program.
• $500 million to partially fund upcoming Italy Lotto license payments.
• $400 million to be used for general corporate purposes.
The Company intends to maintain a strong balance sheet with target net debt leverage (net debt/last twelve months (LTM) Adjusted EBITDA) around 3.0x supported by robust cash flow generation. Pro forma for the transaction, approximately $100 million of residual post-closing transaction costs, the full upfront payments associated with the new Italy Lotto license, and the $1.1 billion of capital returned to shareholders, net debt leverage as of March 31, 2025, was 3.5x.
Compliance Updates
Aristocrat Gaming Wins Land-based License to Develop MONOPOLY Slot Games

Aristocrat Gaming and Hasbro announced that Aristocrat Gaming is the winner of a competitive RFP to create MONOPOLY slot games for worldwide land-based gaming venues, securing a multi-year agreement. The landmark partnership will see Aristocrat Gaming launch all-new MONOPOLY-themed slot titles, beginning in early 2026. The company is excited to reintroduce one of the world’s most iconic brands to land-based slot games.
“To be selected as Hasbro’s land-based slots partner – after a highly competitive process – is a proud milestone for Aristocrat Gaming. Our commitment to innovation and bold creativity sets us apart, and we’re excited to reimagine MONOPOLY slot games for today’s players around the globe,” said Craig Toner, CEO of Aristocrat Gaming.
“It was evident through our selection process that Aristocrat Gaming was the natural fit for the next evolution of the Monopoly brand in the gaming category. We can’t wait for Monopoly fans to experience all new premium gaming content on casino floors,” said Claire Hunter Gregson – Director, Gaming Relationships of Hasbro.
Compliance Updates
Statement from NYSGC Chair O’Dwyer Regarding Casino Applicants

NYSGC Chair O’Dwyer has released the following statement regarding casino applicants.
“On behalf of my fellow Commissioners and the Gaming Facility Location Board, I welcome the eight applicants to Develop and Operate a Gaming Facility in New York State to the competition. The Commission and Board are committed to ensuring the casino siting process is fair, transparent, competitive, deliberative, and beneficial for the State of New York.
“This is a tabula rasa – there are no frontrunners or favorites. These eight proposed projects represent billions of dollars in private investment, thousands of jobs, and amenities in addition to a world-class casino – all things that can transform a community. That’s why each project must obtain all local entitlements, including zoning approval, and be approved by a specific Community Advisory Committee of appointees of the elected officials representing the proposed facility’s location. Only those projects that meet both statutory requirements – zoning and Community Advisory Committee approval – by September 30, 2025 will be considered by the Gaming Facility Location Board. This ensures that only those projects embraced by the community are placed before the Board for consideration.
“Appointing authorities for all eight projects have been notified of their obligation to make appointments to the Community Advisory Committees as soon as possible, as Committees are expected to be up and running in the coming weeks. Through the summer, Committees will hold public hearings to gauge support and/or opposition to their respective project, and formally vote whether to advance the project for Board evaluation. Those projects that are not approved by their Community Advisory Committee will not advance.
“The Board will evaluate those projects approved by their Community Advisory Committee and select up to three projects by December 1, followed by Commission licensure. This ensures that New York State will collect the already-booked casino license fee(s) ahead of schedule.
“As the Board has stated in the Request for Applications, the revenue from new gaming facilities is expected to benefit New York’s public schools, mass transit, local governments, and problem gambling treatment services. The jobs created by these casinos are expected to deliver livable wages to help families live, stay, and prosper in New York.
“We look forward to a competitive process with active community engagement for all proposals.”
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