Slotegrator has observed drastic differences in performance between localized and non-localized casino operations, and its new report maps what works for operators across five regions.
The downloadable report, titled “No market left behind: Localize for growth,” is available here. It sets out why so many operators get localization wrong and what success looks like in each region.
“We’ve noticed drastic differences in performance between localized and non-localized operations. Our software is highly customizable and adaptable, and we managed to create a tool that is perfect for localizing an online casino frontend without the need for an in-house team of developers, quickly and easily — ideal for any localization in any region,” said Daria Kryuko-Karalevich, Head of Business Analysis at Slotegrator.
Where operators fall short
According to Slotegrator, the process of launching an online casino in a new country has never been easier, but the task of keeping players there has never been harder. Some operators treat a new market launch like the flip of a switch: they translate the site, swap the currency, and go live.
The company said players from different regions expect different verticals and themes, and their expectations extend to sound design choices within the games themselves.
An operator may get the games right, yet nothing else matters if it misses the payment rail, such as Pix in Brazil, M-Pesa in Kenya or OXXO in Mexico. A website with content translated poorly or in the wrong dialect can also lose a player’s trust before the first bet.
Data from five regions
The report draws on data from game providers and from Slotegrator’s own team of experts. It maps what works across Africa, Asia, Europe, Latin America and North America, and it reviews mobile penetration rates, UX design choices, local slot regulations and retention mechanics, among other areas.
“We normally say that adaptability is key to success, but the truth is, it’s a baseline requirement. We keep localization in mind whenever a new product is in development to make sure the product is aligned with market conditions. Success in any region lies in thorough pre-launch preparation. That’s why we offer consulting and content packages tailored for every geo,” said Olga Ivanchik, Slotegrator COO.
Early planning versus late fixes
Slotegrator said the findings challenge some comfortable assumptions. According to the company, the industry has matured to the point where businesses that do not offer bespoke content for specific markets automatically fall behind those that do.
Game development may be expensive, but a redesign after launch to comply with different legislation costs more than planning for those requirements in the early stages.
The same applies to operators. Customers form a first impression within a few seconds, and a brand may not survive long enough to adapt to local conditions if it never acquires players in the first place.
Ten questions for any new market
The report also includes a practical checklist of ten questions that operators should be able to answer before they enter any new market. The questions cover licensing, tax rates, payment rails and local holidays.
According to Slotegrator, operators that answer yes to five or more are likely to underperform against better-prepared competitors.
Slotegrator said all of its products and solutions follow tailored approaches for different markets. Its experts can discuss player expectations, licensing requirements, and new verticals such as prediction markets, so that operators of all sizes can launch with confidence.