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

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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.

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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.

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.

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Stake Colombia welcomes tennis star Juan Sebastián Cabal as new ambassador

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Stake Colombia welcomes tennis star Juan Sebastián Cabal as new ambassador

 

Stake Colombia is proud to announce its sponsorship and the incorporation of Juan Sebastián Cabal, the Colombian tennis legend, as its new ambassador. This alliance celebrates Cabal’s unparalleled career and reinforces Stake Colombia’s commitment to sports, excellence, and the Colombian community.

Juan Sebastián Cabal, an iconic figure in Colombian tennis, reached the top of the doubles world ranking in 2019, forming one of the most prominent duos of the last decade with Robert Farah. Together, they conquered Wimbledon and the US Open, were finalists at Roland Garros and the Australian Open in men’s doubles, and Cabal also won the Australian Open in mixed doubles. Furthermore, they achieved multiple victories in ATP 1000, 500, and 250 tournaments. His career is a clear example of perseverance, talent, and excellence, leaving an indelible mark on global tennis.

“Having Juan Sebastián Cabal as an ambassador is key for Stake Colombia. At a time when paddle is experiencing an explosion in popularity across the country, fostering entertainment among young people is fundamental. Supporting, connecting with the community, and offering new experiences is what drives us, and this alliance is an opportunity to truly excite both paddle and tennis enthusiasts alike,” stated Diana Otálora, Country Manager of Stake Colombia.

Beyond his impressive records and titles, Juan Sebastián Cabal embodies the fighting and resilient spirit of Colombian athletes. He has represented Colombia in three editions of the Olympic Games and has been a fundamental pillar in the Davis Cup for more than 15 years. Currently, Cabal continues his legacy in padel and sports development through his club “Padeling by Cabal,” which promotes well-being and physical activity in his hometown, inspiring new generations of athletes and strengthening national pride.

Regarding this new alliance with Stake Colombia, Cabal stated that “it is a fantastic opportunity to continue promoting the values of sport and dedication that have accompanied me throughout my career. I am excited about the idea of working together to inspire more people and support sports development in our country.”

The collaboration between Stake and Juan Sebastián Cabal is a testament to their shared passion for sports and entertainment. Through this partnership, Stake Colombia will seek to promote sports integrity and connect communities with innovative and exciting experiences.

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Buffalo Run Casino & Resort Selects QCI Go to Empower Hosts and Enhance Guest Engagement

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Buffalo Run Casino & Resort has chosen Quick Custom Intelligence’s (QCI) Go, a native mobile app designed specifically for casino hosts, to elevate host productivity and deliver a superior guest experience.

QCI Go provides hosts with powerful tools including player card scanning, real-time player lookup, seamless access to QCI Meet and QCI Events, and robust task management features—all in a user-friendly mobile interface. By putting these capabilities directly in the hands of hosts, QCI Go enables faster service, deeper guest relationships, and greater operational efficiency on the casino floor.

Mary Jewett, Vice President and General Marketing at Buffalo Run Casino & Resort, expressed excitement about the implementation:
“Bringing QCI Go to Buffalo Run Casino & Resort represents a significant advancement in how we empower our hosts to serve guests. With mobile access to key player information, events, and task management, our team can deliver personalized service in real time, enhancing both the guest experience and host effectiveness.”

Dr. Ralph Thomas, CEO of QCI, shared his perspective on the partnership:
“We are thrilled to deploy QCI Go at Buffalo Run Casino & Resort. By providing hosts with mobile access to the QCI platform, we enable them to deliver exceptional, timely service and foster stronger player relationships. This is a great example of how our mobile-first innovations help operators improve team productivity and guest satisfaction.”

QCI Go is part of Quick Custom Intelligence’s broader commitment to innovation in the gaming industry, providing operators with state-of-the-art tools that support host teams, streamline operations, and drive meaningful guest engagement.

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BMM TESTLABS’ BIG CYBER CLARIFIES LEADERSHIP TRANSITION AND ORGANIZATIONAL OVERSIGHT

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BMM Testlabs (“BMM” or “the Company”), the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced that Amit Sharma, former Chief Executive Officer of its BIG Cyber business, has not been affiliated with the Company in any capacity since October 2024.

BIG Cyber is focused on delivering world-class cybersecurity solutions to the global gaming industry under the leadership of Marzia Turrini, President, iGaming & Cybersecurity at BMM Testlabs. Turrini provides executive oversight for BIG Cyber’s strategy, services, and partnerships, ensuring the highest standards of security, professionalism, and customer care.

BMM Testlabs Chief Executive Officer Martin Storm said, “We take the integrity of our brand and communications seriously. While we thank Amit for his past contributions, we want to make it clear that he no longer represents BIG Cyber, BMM Testlabs, or BMM Innovation Group in any form. Our BIG Cyber solutions business continues to grow under the trusted leadership of Marzia Turrini and our global team of experts.”

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