Unlocking iGaming success in Asia: Cultivating trust, sharing experiences, and building loyalty through Kobe Beef

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Hirotaka Yoshikawa, Quantum Gaming ’s Regional Director for Asia, knows the ins and outs of the iGaming trade better than most. Having gone from support agent to country manager, and on to regional management, Mr. Yoshikawa is truly a jack-of-all-trades capable of understanding the needs and fulfilling the demands of an ever-growing and incredibly varied Asian iGambling population.?

With the SiGMA World Manila Summit fast approaching, we thought it was the perfect time for what turned out to be a delightful interview with Mr. Yoshikawa. We got to touch on a number of topics, including what gambling enthusiasts in Asia are looking for, why trust is the no. 1 priority when setting up shop on the continent, and even the relevance of meme-culture in Asian iGaming. Check out our conversation with Quantum Gaming’s marketing magician below:

How do you approach understanding the diverse demographics and user behavior in the Asian iGaming market?

Shared experiences will help you learn the most about your player base. Social media in particular is a crucial tool for following the path of interest. Don’t be scared to interact with your desired target audience - dive into the discussion, join Twitter spaces, get your hands dirty, and the returns will be multi-fold.?

Can you share some insights on the unique characteristics and preferences of Asian gamers?

Asian gamblers tend to gamble the way they live their lives. Balancing risk/reward, keeping logs of wins and losses, and not taking unnecessary risks are just some of the characteristics of iGamblers on the continent. In Asia, patience truly is a virtue.?

How do you tailor digital marketing campaigns to effectively reach different segments within the Asian market?

Having incredible affiliates is an indispensable part of the digital marketing process. They help us get our message out there and bring players to us, making them a key cog of the Quantum Gaming operation.

What channels and platforms have you found to be most effective for targeting the Asian gaming audience?

Social Media is undeniably the no.1 tool for targeting and drawing in our preferred clientele. Twitter in particular seems to be the “It” social media platform when it comes to the Asian market.?

How do you incorporate cultural sensitivities and local nuances into your digital marketing campaigns in Asia?

Everyone needs to find the right balance for their product, there aren’t specific rules. Mixing and matching is the key to success - Bringing tradition and pop culture together is never a bad move, while choosing something familiar to your player base will make them feel at home and ensure greater player loyalty and brand trust.?

How do you adapt your digital marketing campaigns to the mobile-first behavior prevalent in many Asian countries?

Playing on the go is why mobile gaming is so popular, but there really isn’t much difference between what attracts desktop and mobile gamers. Of course, we are always on the lookout for trends that can help us edge out the competition when battling for supremacy in the mobile gambling sphere.

How do you address payment considerations when implementing digital marketing campaigns for the iGaming industry in Asia?

With more than 60 currencies being used all over Asia daily, payment method compatibility is a major concern. In order to be able to conquer the Asian market fully, the payment methods and processes you offer need to be compatible and accessible everywhere.?

How do you stay ahead of competitors in the Asian iGaming market?

While it may not seem as anything out of the ordinary to most, being fully localized is very important to Asian iGamers. Localization goes beyond simply translating the content into a different language and involves a comprehensive approach to ensure a seamless user experience that resonates with the target audience.

Additionally, paying better attention and interacting more than the competition with your players, partners, and clients will make you the go-to option everyone recommends to their friends, and not just another uncaring, bland company in a sea of them. Join discussions, join Twitter spaces, attend iGatherings, network, and you and your business will have no issues fitting right into the Asian iGaming landscape.?

What customer acquisition strategies have you found to be successful in the Asian iGaming market?

That’s an easy one - No deposit bonuses and Free Spins bonuses.?

Can you discuss any specific challenges you face in building brand loyalty in the Asian gaming industry and the strategies you employ to overcome them?

Trust is paramount in Asia. We sell trust, so it’s crucial to have the right formula. Take the right steps, and you’ll have the most loyal players anywhere. However, rewarding them for their loyalty is paramount, and finding original ways to do it is an easy way to get a player for life.?

We’ve heard you’ve even used Kobe beef as a reward for players??

Show them you care, show them you understand who they are and where they come from, and they will return the love. Yeah, the Kobe beef story is true, and the person in question absolutely loved it and continued playing with us for years after that.??

Can you discuss any specific digital marketing trends or innovations that you are currently exploring for the Asian gaming market????

Well, there’s a lot that we can’t really get into on the development side, but meme culture has grown into a crucial aspect of digital marketing, and memes are wildly popular in Asia, so bringing the two together is just one of a million ways that I look to spice up my campaigns and make them more entertaining, fun, and, most importantly, engaging.?