Data, Depth and Discipline: What Will Define the Next Phase of Sports Simulations?

iGaming News sits down with Paul Witten, Managing Director EMEA at SIS, to discuss what the next stage of growth in sports simulations will look like. The conversation sees Witten stress growth in the field will not be driven by novelty but product refinement, with data accuracy, market depth and operational consistency emerging as key pillars for long-term success.

Sports simulations are becoming increasingly sophisticated, but how critical is data accuracy in enabling that next phase of growth?

As the vertical continues to mature, operators increasingly assess these products against the same standards as traditional sports betting, particularly around pricing reliability and operational consistency.

The more advanced the betting offer becomes, the more important accurate data and modelling are. Expanding into various types of markets, player props and period betting requires extremely precise real-time information to ensure confidence in pricing and ultimately, settlement. Even small inconsistencies can undermine trust quickly.

Accuracy also plays a major role in product familiarity. Sports simulations work best when they replicate the rhythms and expectations of live sport, allowing bettors to engage naturally without needing additional education.

Ultimately, operators are now prioritising dependable long-term performance over novelty. Strong data infrastructure, transparent settlement processes and consistent pricing are what allow sports simulations to scale sustainably and become a trusted part of the wider sportsbook ecosystem.

To what extent does market depth act as a marker of maturity in sports simulations, and how do you approach expanding beyond core markets while maintaining consistency and control?

Early products focused on a limited number of core betting markets, but operators now expect experiences that more closely resemble traditional sports coverage.

The challenge is ensuring expansion does not compromise operational consistency. There is little value in introducing additional markets if pricing accuracy, settlement confidence or uptime suffer as a result. Therefore, suppliers are increasingly taking a measured approach, refining core markets first before expanding into more advanced betting options.

That progression is important because operators want predictable margins and stable performance from simulation products operating in a 24/7 environment.

At the same time, deeper market offerings help simulations feel more familiar to sports bettors. Quarter or half betting, race-to markets and other bet options all contribute to a more authentic sportsbook experience.

Maturity is not simply about offering more markets, but about delivering them consistently, accurately and at scale.

As sports simulations become more prominent within sportsbook offerings, how important are integrity, transparency and consistency in building long-term trust with operators and players?

All three are essential to the long-term success of sports simulations. As these products become more integrated into mainstream sportsbook offerings, operators expect the same levels of trust and operational professionalism associated with traditional sports betting.

For premium simulation products, integrity extends far beyond simply delivering entertaining matchups. Human-versus-human competition requires extensive oversight, highly controlled studio environments and rigorous operational processes to ensure every event is conducted fairly and transparently. Operators and bettors need complete confidence in pricing, settlement and the integrity of the action itself.

That level of trust is only achieved through constant scrutiny and professionalisation. Dedicated referees, strict governance procedures and clear operational separation all play a critical role in maintaining reliability across a 24/7 product.

Industry standards are also increasingly important. Commitment to frameworks such as the Esports Integrity Commission’s Gold Standards demonstrates that integrity is not simply a commercial advantage, but an operational necessity for sports simulations to scale sustainably within the wider sportsbook ecosystem.

Looking ahead, do you see sports simulations continuing to evolve as a distinct vertical, or converging more closely with traditional sports betting in terms of structure, markets and user expectations?

There is already clear convergence between sports simulations and traditional sports betting, and that trend is likely to continue. While simulations will remain operationally distinct, customer expectations are increasingly shaped by the broader sportsbook experience.

Bettors now expect familiar market structures, recognisable presentation and the same levels of reliability they associate with live sport. The closer simulations align with traditional sports, the more naturally they integrate into sportsbook environments.

It was not long ago that many sportsbooks positioned these products within separate esports sections. Today, the strongest-performing operators place simulation products directly alongside their real-world counterparts, where cross-sell and engagement happen far more naturally. Throughout the World Cup, for example, eSoccer has sat alongside live tournament markets, becoming a seamless extension of the football calendar rather than a standalone product.

At SIS, our expanded World Cup eSoccer schedule has reflected this convergence. Throughout the tournament, our H2H Global Gaming League™ has delivered approximately 2,000 additional matches on top of the 14,000 fixtures that would ordinarily be available during the same period, providing operators with even greater levels of always-on football content. Selected World Cup fixtures have also been replicated at every stage of the tournament, helping to build anticipation and engagement around the biggest real-world matchups, culminating in the final. By bridging the gap between the simulated and the real, we are helping to ensure that the whistle never truly blows on fan engagement.