Localise It: Geo Adaptation in Gambling
December 4, 2023
In the dynamic landscape of iGaming, successful expansion into new markets relies heavily on effective localisation strategies. EvenBet Gaming, with over 19 years of experience, sheds light on the crucial elements for geo adaptation in the gambling industry.
The Importance of Localisation in iGaming
Localisation in iGaming is not merely a linguistic adjustment but a comprehensive adaptation to specific geographic regions. Onesky data reveals that failure to localise for a target audience can result in the loss of up to 13% of users. Key areas to prioritise for effective localisation include cultural relevance, regulatory compliance, enhanced user experience, optimised payment methods, and targeted marketing.
Materials to Localise When Entering New Markets in iGaming
When entering a new market, a comprehensive localisation strategy involves customising products, content, payment systems, acquisition methods, and user experience. The hypothetical example of expanding services to Japan illustrates the following key aspects:
- Website and App (Language): Translate content into the local language, considering cultural nuances and preferences. Avoid pitfalls by recognizing the differences in regional variations, such as Spanish in Mexico vs. Spain.
- Localisation of Games Content: Tailor games to suit local preferences, incorporating themes, symbols, and gameplay styles that resonate with the specific culture.
- Payment Systems: Integrate local payment methods to ensure seamless transactions and build trust among players.
- Acquisition Methods: Adapt marketing strategies to align with local trends and channels. Success cases like Betway’s sports sponsorships and pitfalls like Paddy Power’s offensive marketing highlight the importance of cultural sensitivity.
- Segmentation and Targeting Specific Groups: Recognise and cater authentically to specific demographics, as demonstrated by Lucky Club Hotel & Casino’s transformation to target the Hispanic and Latino male market.
- Product Localisation in iGaming: Modify the product to meet specific market needs, such as bandwidth-friendly gaming in Africa or considering communication platforms commonly used in each country.
- Legal Requirements: Ensure compliance with legal requirements of the new market, including licensing, age restrictions, and other regulations.
EvenBet Gaming’s Expertise in Localisation
EvenBet Gaming, with a focus on Latin America, showcases its localisation experience, incorporating language-specific content for diverse regions. The company has successfully localised products into 25+ languages, addressing the unique characteristics of each market, such as cash transactions in Mexico and the dominance of GCash in the Philippines.
In conclusion, a meticulous approach to localisation is vital for iGaming businesses seeking success in new markets. EvenBet stands ready to contribute to this success, leveraging its extensive experience and expertise to empower potential operators.
Source: https://evenbetgaming.com/blog/articles/localise-it-geo-adaptation-in-gambling/
