One of the main challenges for online betting operators to expand into newly regulated markets around the world is localization. In this new analytical article by Maria Bashkevich, Head of Marketing at Uplatform, she provides statistics and insights into key processes in this area, addressing localized content, access issues, payment solutions, languages and tailor-made marketing.
The global expansion of online betting has led to international opportunities for business growth. For businesses to get the most out of desired markets, it is essential to localize content for each of them.
Knowing Your Customer (KYC) is critical and underpins many other aspects of localization. There’s a lot to consider, so let’s review the crucial characteristics of effective localization.
It is essential for the integrity of your business to follow and understand the regulations of each region. Different jurisdictions have unique approaches to hosting, responsible gambling, advertising, and other essential industry features. For example, the UK market has a stricter policy than most when it comes to responsible gambling information and marketing, with significant fines and even a blacklist for companies that break their rules. Africa is another illustration. Currently, the continent has a hodgepodge of different laws. While Tanzania has led the way in developing gambling laws in Africa, many other countries have failed. iGaming, in particular, is rarely regulated. This has caused confusion in jurisdictions where regional authorities seek to implement unrecognized laws at the federal level, such as in Nigeria, where the government has limited power to prevent Nigerians from gambling at online casinos operated by private parties. strangers.
Depending on the industry infrastructure in your target market, processes such as payment methods, player support, and account setup and verification may also differ. For example, verification rules are stricter in some places and players must provide ID before playing. In contrast, in other areas, players only need to provide identification before withdrawing money.
Every player wants their tastes taken into account when they access your site. Displaying regionalized content is one way to achieve this. For example, focusing on cricket in India and offering betting on popular local matches in lower tier leagues gives players more personal choices so they don’t just have Premier League football in the UK. United, but also the Primera D league in Argentina. It shows that the company knows and cares about the area. Content can be further personalized, but that alone can make a big difference to player retention.
Knowing the preferences of your target audience is important for tailoring the offer – for example, let’s take a look at Latin America which is known for its football fan base. The infographic shows that the Spanish “Liga” is LATAM’s most popular league, perhaps due to its top Brazilian and Argentine players and their close cultural and linguistic affiliations. This means that the tournament is a must for your sports betting offer. As well as others in this list.
So here’s the advice: to cover all these regional specifics, look for an experienced, regionally-focused sportsbook provider with extensive coverage of different sports and events and line flexibility to set the content needed. One provider you can check out is Uplatform – known for the widest coverage of sports and events around the world, including low-level leagues, local and amateur matches, and unique sports like Bubble Football and food competitions.
Also having different odds formats, like American, English, Decimal, Hong Kong, Indonesian, and Malay, ensures that your business meets the preferences and requirements of each market. For example, it is common for UK and Irish bookmakers to offer fractional odds (also known as UK odds, British odds or traditional odds). Continental Europe, Australia, New Zealand and Canada use decimal odds (also known as European odds, numerical odds or continental odds). Your popularity and profits increase with local trust if you offer familiar odds to players in a particular region.
When it comes to casino games, understanding player preferences in each region is key. For example, the Asian market is increasingly interested in games of skill based on activities such as hunting or fishing. On the other hand, classic themed slots remain popular in the CIS market.
It is essential to examine the technology and Internet penetration of each market. Some devices may be more popular, so your website should be flexible and work on desktops and mobile devices. Research other devices your target market uses.
In Africa or LATAM, extremely lightweight versions of the website are needed to help people with slow internet connections move quickly between pages. Most households in these regions do not have computers, so mobile devices are the primary Internet access. As a result, operators need to offer multi-device solutions to African and Latin American bettors; Uplatform offers a fully customizable web page, mobile versions and apps on iOS, Android and Windows to meet the needs of each market.
SMS betting can also be useful as it offers an option that can be accessed without the internet. In the European market as in others, mobile versions and applications are essential, since most players use their mobile devices to play online.
The use of local payment methods and systems is essential. Players prefer to use familiar payment methods. Creating a new account for transactions adds another step to their journey that might not be worth it. The ultimate goal must be a service with high payment security that simultaneously meets the needs.
The African market has a relatively low penetration rate of different payment systems and cards, with few players having bank cards or electronic wallets widely used in other regions. This means mobile and card payments are popular options. Players from Latin America and Asia generally use local payment solutions.
Credit cards cannot be used to play in the UK. However, other payment methods are available, such as wallets like Skrill, Neteller, and PayPal. Debit cards and prepaid cards are other popular choices for UK punters, many of whom choose to fund their accounts via their mobile devices.
To provide complete regional convenience, provide a range of payment methods and local vendors.
In addition to credit cards, e-wallets, online payment processors, cryptocurrencies, and alternative local payment options, Uplatform offers over 300 payment options worldwide. This variety of methods facilitates access to more markets, provides additional convenience, and facilitates the transfer of funds. As market demands and requirements evolve, businesses need full flexibility to introduce new payment methods.
Language is one of the most critical localization factors. This means that platforms should use local vocabulary and terms, bearing in mind that they even differ between US and UK regions. For example, Americans may be more comfortable with words like juice and vigorish for what a UK user would call house edge, cut or edge. Along with casino games, slot machines are commonly referred to as slot machines or one-armed bandits in the UK, but are referred to as slot machines in Australia.
Some countries speak unique and rare languages, and the population generally does not know English. Thus, to stay on the same wavelength, operators must adapt their websites to the regions and offer players versions in their mother tongue.
Therefore, companies like Uplatform offer more than 65 languages, including Khmer, Lingala, Icelandic, Tajic, and Brazilian Portuguese. Basically, the support team should also communicate with the players in any language mentioned on the website to build loyal relationships and build trust. Through a personalized connection, Uplatform helps companies reach more global markets and retain their players with frontline support in 31 languages.
Take the time to find the right marketing strategy for each region you are expanding into. Ads should be culturally compatible, relevant, and appropriate to the experience level of players.
Some countries are more advanced in the transition to online gambling. Where there is not yet a strong online betting culture, operators need to explain to their players how to use an online platform. The promotion of the platform must also be localized. Influencers and streamers work well in the CIS region, while agents are more effective for the rest. Agents make the process easier for anyone new to online betting by acting as an intermediary and managing things like the withdrawal and verification process on behalf of the player.
Introductory bonuses like those found in welcome packages usually work well everywhere. Yet there are regional factors. Among them, gamification must be part of the bonus quests in certain regions. This usually involves completing tasks or challenges to release the bonus amount.
With the Uplatform bonus solution, your players stay engaged. Apart from the well-known bonuses like cashback and loyalty programs, Uplatform offers beneficial player rewards like new account opening and first deposits. The gamification and the missions must however be of quality to maintain and entertain certain types of players. You will have access to a wealth of data through advanced reporting, segmentation and targeting features that will allow you to design bonuses tailored to specific audiences.
Localization will continue to be vital as the online betting market strengthens across the planet in the years to come. The implementation of specific regulations in certain countries adds to the diversity of this market.
Companies need to go beyond simply translating their websites and promotional materials to successfully reach gamers. This is why Uplatform has developed solutions with the versatility and flexibility allowing operators to adapt their operations. This allows them to localize their brand and meet the demands of a truly global market.