Localisation is no longer a ‘nice to have’, it’s an essential

Not a week goes by without seeing the word ‘localisation’ being used within the B2B iGaming press. And at a time when new markets continue to open their doors to betting and gaming regulations, localisation is no longer a nice to have’, but rather a ‘must have’ if you want to remain competitive.

From Brazil to the New Jersey, and from Romania to South Africa, the importance of localisation cannot be overstated. But localising your offering is much easier said than done.

One of the biggest mistakes that we have seen across the industry is when companies think that localising their offering simply means switching up the language on their website and email campaigns. Now, this is a great start. But there is so much more that needs to be done if you want to deliver a truly local experience for your bettors.

At its core, localisation involves adapting your products, services and marketing strategies to resonate with your local audiences.

To achieve that, you firstly need to gain an in-depth understanding of what the local players want. Do they prefer sports or casino? What products will perform well?? What payment methods do players use? How do they wish to be communicated with?

These are just a few of the questions that you need to be able to answer before expanding into a new market.

At Wiztech, localising our products is at the centre of everything that we do. If we take our expansion into Latin America as an example, we have tailored our platform and services to meet the unique preferences of each individual market that we operate in.

Before expanding our footprint into the region, we sat down with our local partners and leading regional operators to make sure that we understood the varying cultural nuances and regulatory requirements across the region; Latin America is a vast region that cannot be treated as one homogenous market, so we had to adopt bespoke strategies for each individual jurisdiction.

By offering customisable content that feeds into player trends, as well as promotions and localised payment options, we are delivering a personalised and immersive gaming experience that players can resonate with.

The flexibility of the Wiztech platform has meant that we are able to pivot to new trends and player preferences very quickly. Whether it’s adding new products, new payment methods, or even adapting to new regulations, being flexible enables us to stay local, relevant and helps us retain our customer base.

Localisation isn’t just something that is important in Latin America, but a principle that is fundamental for any market entry – especially now that the industry is becoming increasingly more competitive.

By understanding the importance of localisation and investing in strategies to effectively implement it, betting and casino companies can unlock new opportunities, build trust with players and, ultimately, drive revenue growth in diverse markets around the world.

As we continue to see more markets open up, Wiztech will continue to pave the way for iGaming operators to embrace localisation. We are positioning our partners for long-term success, and we look forward to seeing how they continue to cater to the ever-changing demands of players across the world.