Giorgi Aleksidze, CEO of igaming B2B platform provider VeliTech shares some essential insights into the rapidly-emerging Indian gaming sector. As you’ll read here, there are no shortcuts to a successful market entry – so be prepared.
You’ve engaged with the Indian sports betting and casino sectors via partnerships with BlueChip and, more recently, BraveRave with its BindasBet brand. What have you learned from the experience so far?
Our experiences with BlueChip and BraveRave have been invaluable in understanding the nuances of the Indian market. We’ve learned that localisation goes beyond language. While offering content in multiple Indian languages is crucial, truly connecting with players requires deep cultural understanding.
It’s also evident that a mobile-first approach is non-negotiable. The vast majority of Indian players access platforms via smartphones, often with varying internet speeds.
Cricket dominates, but diversity is key. While cricket betting is immensely popular, offering a wide range of sports and casino games caters to diverse player interests. Importantly, we’ve discovered that e-cricket is no less important than real cricket in the Indian market. The passion for cricket extends seamlessly into the virtual realm, presenting a significant opportunity for operators.
Moreover, we’ve learned that payment solutions need to be varied and locally relevant. From UPI to net banking, accommodating local payment preferences is essential for user acquisition and retention.
And importantly, the regulatory landscape is constantly evolving. Staying agile and adaptable is crucial as the legal framework for online gaming in India continues to develop.
India, like many emerging igaming markets, might seem a little intimidating to prospective new entrants. What are the key requirements for anyone thinking of doing business there?
For companies considering entering the Indian market, we recommend focusing on five important points, the first of which is market understanding. Invest time in researching the unique characteristics of the Indian igaming landscape, including player preferences, popular game types, and regional variations.
New entrants should also take into account cultural sensitivity. Invest in understanding local customs, festivals, and sports preferences to create relevant content and promotions.
Thirdly there’s the technical infrastructure: Ensure your platform can handle high traffic volumes and operate smoothly across various device types and internet speeds.
A localisation strategy is vital, with the ability to develop a comprehensive plan for offering content in multiple Indian languages and dialects. Which leads nicely to customer support: Provide support in local languages and be prepared to address India-specific queries and concerns.
Tell us more about the VeliTech product ecosystem and how well it is suited to India’s igaming industry?
VeliTech’s product ecosystem is designed with flexibility and customisation in mind, which makes it particularly well-suited for the Indian market:
Our VeliHorizon (PAM) offers granular control over operations, allowing for quick adjustments to meet local regulatory requirements or market trends.
VeliEDGE (no-code CRM platform) enables personalised player engagement, which is crucial for retention in the competitive Indian market. It supports multi-language communications and India-specific promotional structures.
Our payment gateway system integrates seamlessly with a wide array of local payment methods, including UPI, net banking, and popular e-wallets.
In terms of sportsbook integration we offer VeliSports, our proprietary sportsbook platform that can be tailored for markets like India, Africa or LatAm, featuring 50+ sports and robust promotional tools. We also support seamless integration with third-party providers, giving operators flexibility to choose the best fit for their needs.
Our content aggregation system allows for easy integration of locally popular game providers and the ability to customise game lobbies based on regional preferences.
VeliPlay, our in-house game development studio, was created specifically to meet the demand for engaging and immersive games in markets like India. VeliPlay specialises in instant games, with a current focus on popular crash games. This studio allows us to rapidly respond to player preferences and market trends with beautiful, tailored game content.
Let’s talk about BlueChip. How has VeliTech helped the company with its Indian operation and how did you reassure them of your consistency and reliability?
Our multi-year partnership with BlueChip has been a source of great pride for VeliTech. We view BlueChip as one of the most beautiful casino and sports betting platforms in India, known for their exceptional user experience. Our collaboration exemplifies our approach to all clients – we’re not just a provider, but a true partner in their success.
As BlueChip’s operations in India expanded, we ensured our systems scaled accordingly, maintaining peak performance even during major events. We’ve provided ongoing optimisations, dedicated support from a team, and maintained open lines of communication throughout our partnership.
This approach – combining scalable solutions, proactive optimisation, dedicated support, and transparent communication – is the VeliTech standard for all our client relationships. It’s gratifying to see how this philosophy has contributed to BlueChip’s success in India, and we’re excited to continue this journey of innovation together.
What would you say to other operators seeking the services of a company like VeliTech? What qualities should they be looking for?
Operators entering emerging markets like India should look for technology partners that offer:
flexibility and customisation. Choose a partner willing to tailor solutions to your specific needs rather than offering a one-size-fits-all approach. Market expertise is also a must. Look for companies with proven experience in your target market who can provide valuable insights.
Partners must also be able to demonstrate scalability – ensure the technology can grow with your business without compromising performance. And look for comprehensive yet modular solutions. Opt for partners offering a full suite of integrated products, but with the flexibility to use only what you need.
Regulatory compliance support is essential. Select a partner who stays ahead of regulatory changes and can quickly adapt their systems. Robust support is another must-have. Prioritise providers offering dedicated support teams familiar with your market. Furthermore, find a partner that is focused on innovation and committed to ongoing R&D to keep you competitive in fast-evolving markets.
Last, but not least, make sure there is cultural alignment. Look for a technology partner whose business philosophy and approach align with your own. Remember, in emerging markets like India, success often comes from a combination of advanced technology and nuanced market understanding. The right technology partner should offer both.
