Adopting a comprehensive localisation approach to individual markets is crucial when creating a compelling platform for sports and casino bettors worldwide, according to Delasport CEO, Oren Cohen Shwartz.
Sharing his views on the topic in an interview with SBC, he believes it’s not just a matter of translating text and calling it a day. Players need to feel that their operator is making the effort to not just personalise the content that they interact with, but goes above and beyond to tune the product and services to their specific needs. And, while localisation in online gambling itself is not new, it’s the way that operators handle it that makes all the difference.
CasinoBeats: Why is localising products and services important?
Oren Cohen Shwartz: The core of each successful operation is its players, therefore providing the most relevant content and services to them is crucial. In recent years, B2C organizations are expanding their businesses globally to increase their revenues and avoid being overdependent on a single or few markets. Moving globally is important but it must come in parallel in terms of localisation, content and services.
For instance, think about the processes for payment methods, customer support, KYC and player verification, sports, and gaming content. Some markets may have stricter verification rules where players must provide identification documents before playing, while in other areas, ID verification is only required after first deposit. These variations should be taken into account during localisation efforts to ensure the best possible player experience.
CB: What about technological challenges?
OCS: Operators need to think about the technological landscape and internet availability of the markets they are entering.
In regions with less robust communication infrastructures such as Africa and LatAm, operators will need to provide more lightweight versions of a website and support specific web browsers. They will also need to cater to those using slow internet connections – especially when you consider that many households in these regions do not have computers and use mobile devices for most of their digital life.
In African markets, players tend to place micro bets on combo tickets and may bet several times a day. These betting characteristics require special considerations when it comes to hosting and computing power to handle the bets and numerous combo bets settlements.
CB: What approach does Delasport use for igaming localisation, and how do you stay up to date with the latest developments in this field?
OCS: As a B2B company we need to serve our licensees with the most relevant product, content, and services in order to assure they are on top of their game in each market. We analyze each market’s requirements, compliance obligations, casino and sports content, betting behavior, payment methods, customer support, AML procedures, KYC, player engagement tools, and more.
After the analysis we adjust the missing functions, if any. After launching in the best possible way our products and services in a market we are not resting on our laurels. It is an ongoing effort as market needs change over time.
CB: How do you adapt your localization strategies for different types of igaming products, such as casino games or sports betting?
OCS: Customised strategies are necessary for various igaming products, depending on their type. For instance, sports betting may demand greater emphasis on local sports jargon and betting regulations, whereas casino games may need more cultural adjustment. Just look at odds formatting: Bookmakers in Britain and Ireland provide fractional odds, which are also referred to as traditional, UK, or British odds. On the other hand, decimal odds, also known as continental, digital, or European odds, are prevalent in Canada, New Zealand, and Continental Europe.
CB: How do you ensure that your localisation efforts are aligned with your overall business goals and strategies?
OCS: While localisation is essential, aligning it to business goals, budgets and resources is just as crucial. We are making sure that the company-side infrastructure is able to support it, not just in the short term but in the long haul. At Delasport, we field this by involving stakeholders from various departments, including marketing, product development, and customer support to ensure that such efforts are integrated into the broader business strategy.
CB: How can igaming suppliers keep things consistent across so many specific experiences?
OCS: Clear brand standards and message frameworks that serve as a basis for localisation efforts should be established by igaming firms to strike a balance between the requirement for consistency and the demand for customisation and personalisation. Using data analytics and machine learning may also assist in identifying player preferences and habits in various countries, enabling more specialised and focused localisation efforts while upholding brand messaging coherence.
CB: Where do you see localisation heading?
OCS: Localisation will continue to play a crucial role in reaching and engaging with players in new and existing markets. The focus will shift towards providing more personalised and targeted experiences for players, leveraging data analytics and machine learning to understand player preferences and behaviours. Recent development in open AI has the potential to transform the way we localize content in igaming. One possible way may be that the slot game symbols will be dynamically changed according to player culture or preferences.