Expanding an iGaming business into new markets can be a smart strategic move that pays off big. But to make sure it’s a success, careful localization is key. In this blog, we’ll explore why creating localized content is so important, as well as the challenges that come with localizing in the iGaming industry. We’ll also discuss how crowdtesting can be the solution to these challenges, helping you address them effectively.
Attracting players with localized content
When it comes to expanding into new markets, iGaming providers need to consider these 10 things.
1. Regulations and legal compliance
Understanding and adhering to local regulations is essential. Legal compliance ensures that your iGaming platform operates within the boundaries of the law, which is crucial for gaining trust and credibility among players.
2. Language
Localizing your platform’s language is a fundamental step. Offering content in the local language is not just about translation; it’s about creating content that feels native and is culturally sensitive.
3. Payment methods and localized financial information
Allowing players to wager and view their balances in the local currency simplifies transactions and enhances user experience. Adapting to local payment methods is equally crucial.
4. Customer support
Support staff fluent in the local language and familiar with cultural norms can enhance user trust. Accessible and responsive customer support is a vital component of localization.
5. Cultural holidays and events
Understanding significant cultural holidays and events that might impact user behavior is essential. Tailoring promotions or events around these occasions can boost engagement.
6. User experience and interface
The user interface should be intuitive and user-friendly for the local audience. It includes factors like layout, design elements, and navigation, all of which should align with local design sensibilities.
7. Content selection
Different markets may have distinct preferences for certain types of casino games or betting options. Adapting to these preferences is critical for player engagement. Also, iGaming providers often maintain blacklists based on geographic locations, ensuring that unavailable games are not displayed to players.
8. Responsible gambling
Responsible gambling practices are universal, but they may need localization in terms of language and cultural sensitivity. Ensuring that users can set deposit limits, self-exclude, and manage their gaming responsibly is crucial.
9. Data privacy and security
Ensure that your platform complies with local data protection laws and privacy regulations to safeguard user data and maintain trust.
10. Local competitors research
Understanding the competitive landscape in the new market is vital. Knowing your competitors’ strengths and weaknesses can inform your localization strategy.
The challenges of localization in the iGaming industry
Expanding into new markets poses several challenges, and addressing them effectively is key to success. These challenges include:
1. Language and culture barriers
Language differences can create communication challenges between iGaming companies and new market audiences. For example, Bet365 had a feature labeled ‘In Play,’ but when it was translated into the local language, it came out as ‘Rolling Balls.’ which didn’t make much sense to the local players. These barriers often intertwine with cultural differences, making it essential to address both.
2. Distance
Physical distance can indeed be a significant barrier, particularly if the iGaming company is located far from its target market. For instance, due to geographical separation and inconsistent network connectivity, Jade Gaming once faced technical challenges such as poor game performance, latency issues, and security problems.
3. Currency and preferred payment methods
Adapting to local currencies and payment methods is about building trust. Choosing the wrong payment options or leaving unclear currency conversion rates unaddressed can become significant barriers for iGaming players. It’s a fundamental aspect of ensuring players trust your platform and feel confident in their transactions.
4. Identifying attractive products
Different markets may have distinct preferences for certain types of casino games or betting options. Take sports betting as an example, according to Online Gambling Quarterly Research, the most popular event in India is cricket, while in Japan and Korea is football.
5. Technical challenges
Ensuring compatibility with different devices and platforms across regions can be technically challenging. Differences in internet infrastructure can also impact the speed and reliability of online gaming experiences. Addressing these technical challenges is crucial to ensuring a seamless gaming experience for players in new markets.
How crowdtesting can help with iGaming localization
Crowdtesting stands out as a robust strategy for addressing the intricate challenges of iGaming localization. Leveraging the power of crowdtesting offers numerous advantages, including:
1. Real-world insights
Local testers, familiar with the target market’s nuances, provide invaluable insights and improvement suggestions based on their authentic experiences. This goes beyond what traditional lab testing can offer, ensuring that your iGaming platform resonates with local players.
2. Cultural sensitivity
Crowdtesting captures the subtleties of cultural differences and sensitivities, ensuring that your content and user experience align seamlessly with local norms and preferences. Imagine an iGaming platform expanding into Brazil, offering a carnival-themed slot game. By harnessing crowdtesting, they refine the game to immerse players in the vibrant world of Brazilian carnival, enhancing their iGaming experience and engagement.
3. Cost-effective solutions
Opting for crowdtesting can be remarkably cost-effective, especially when compared to the expense of hiring and maintaining an in-house testing team. This cost-efficiency becomes particularly beneficial when expanding into multiple markets simultaneously. It not only saves on staffing costs but also eliminates the need for purchasing and renewing devices for testing, a significant expense in device-dependent iGaming.
4. Localization precision
Crowdtesters help you fine-tune your iGaming offerings with precision, ensuring that language, content, and user interface elements are perfectly localized. This precision is vital for creating an immersive and enjoyable gaming experience.
5. Uncovering hidden issues
Crowdtesting can reveal hidden issues that might otherwise go unnoticed. Testers can identify technical glitches, and payment processing problems. Picture an iGaming company faced with payment delays in Europe stemming from European PSD2 banking regulations. These regulations enforce stringent security measures, including extra authentication steps which occasionally cause payment delays. Crowdtesting unveiled these challenges, allowing prompt resolutions for an improved user experience.
Conclusion
Expanding into new iGaming markets requires careful consideration of localization, including language, culture, payment methods, and technical challenges. Crowdtesting can provide valuable insights and cost-effective solutions to address these issues. By prioritizing localization and embracing crowdtesting, iGaming operators can ensure a successful entry into diverse markets.
To enhance your gaming experience, it is important to fine-tune your software for your target markets. TESTA offers objective and detailed testing methods that provide valuable insights to refine your product and enhance the user experience.
Visit our website at Testa.io and contact us to get started.
About the author
Ian McKinnon
TESTA Head of Marketing