This crowdsourced testing report compared the localization of three top operators in Brazil—Bet365, CampoBet, and Bet7K.
Bet7K showed how a local owner caters to Brazilian bettors, while global contenders Bet365 and CampoBet showed how they’ve localized their international content into Brazilian Portuguese.
The common selection criteria amongst the three brands was website traffic. All three brands were at the top of the list for traffic in Brazil as indicated by SimilarWeb.
For brands looking to enter the Brazilian market, the localization and UX benchmarks in this report show what it takes to have a site that engages and retains local players.
Method
Localization testing was conducted by Brazilian members of TESTA Qrowd.
Testers rated the user experience on a 0 to 10 scale for language and cultural localization.
Language localization criteria were readability, grammar, phrasing, and English usage instead of Brazilian Portuguese.
For cultural localization testers checked if operators offered localized live dealer games and used local influencers in promotions.
With these two criteria in mind, testers reviewed five key sections of each operator’s website:
- Homepage navigation
- Live dealer localization
- Registration (registration page process and pop-up bonus after registration)
- Promotions (top three promotions)
- Help center (game help, payment help, account help)
Summary
Effective language localization is mission critical for iGaming sites because errors reduce trust and make players consider other operators. Cultural touchpoints work the same way, building trust when done well and breaking it when absent or done incorrectly.
Bet7K’s near perfect results underscored the advantages of local expertise, while CampoBet and Bet365 showed decent cultural localization with a handful of local live casino options each. However, the offshore companies lacked the linguistic perfection that Bet7K displayed across the board—as well as the local influencers employed for promotions.
Bet7K achieved an impressive average score of 9.8, excelling in localization by using—as one tester put it— “suitably idiomatic” language that demonstrated an understanding of local user preferences. Local versions of live casino games were available and well-known local influencers were front and center on the site.
CampoBet followed with an average score of 8.9. Despite an untranslated navigation button on the homepage and a number of grammar and spelling lapses, the CampoBet localization in promotions, the help center, and registration pages were decently well-adapted to Brazilian Portuguese.
Bet365, despite its global fame, ranked third with an average score of 8.8. The brand faced issues with untranslated English buttons, spelling inconsistencies, and technical UX problems, though it performed well in promotions and was generally understandable to Brazilian users.
Results
The results section shows how the scores broke down for each brand, on each page of their sites. It also offers comments from the local testers themselves—especially about language localization.
Bet7K
Bet7K is a Brazilian online betting platform that launched in 2020, offering a wide range of sports betting options and casino games tailored to the Brazilian market. As a local company, Bet7K provides a user-friendly experience with competitive odds, promotions, and local payment methods that cater to Brazilian bettors.
TESTA found that Bet7K got top scores for their site, predictably beating out their offshore competitors.
Bet7K didn’t have any language localization issues and their cultural localization was excellent. However, a UX issue with misplaced registration pop-up bonus prompt held them back from a perfect score.
The Bet7K homepage
Bet7K’s homepage was well-localized and testers agreed that there weren’t any issues.
Navigation buttons were translated correctly and instances of English wording instead of Brazilian Portuguese were all presented appropriately. For most casino game titles, English is expected and acceptable. “Banana Mines,” for example, doesn’t get translated into Brazilian Portuguese.
Live dealer localization
Different parts of the world often have unique playing habits. Localized games can include local quirks, and make the games even more appealing by featuring local themes, symbols, and characters.
The live dealer localization for Bet7K showcased a selection of 6 popular casino games, each with a Brazilian twist.
Bet7K promotions
Testers all agreed that Bet7K’s promotions were well-written and clear. Three promotions were tested including the “Coelhinho Premiado,” the “Aproveite seu Bônus de Boas,” and the “Campanha de Drops BGaming.”
Bet7K runs an influencer campaign to better engage the Brazilian public on the promotion pages. The second promotion that was tested, the “Aproveite seu Bônus de Boas,” features Brazilian volleyball star Darlan, former footballer Diego Tardelli, presenter and former player Neto, and others, together comprising the “7K Team.” All testers knew all these celebrities.
Bet7K game help, payment help and account help
Bet7K’s help pages were all well written with no language issues identified by testers. As well, each page featured local influencer Paolla Santos.
This combined language and cultural localization earned Bet7K a perfect 10/10 score for its three help center pages.
The Bet7K registration process
Bet7K’s registration page was correctly localized and delivered a seamless experience through its prompt-based registration pop-up.
The Bet7K registration pop-up bonus
The post-registration pop-up was also correctly localized with no language issues. However, one of the testers found a user experience issue.
The tester noted, “I found it weird that right after creating an account, the popup prompt shows a message to register again, even though I had just registered moments ago (as you can see on the profile icon visible on the top right corner).”
Confusing prompts can undermine user confidence. Perfecting these details distinguishes top-tier experiences.
CampoBet
CampoBet is an online gaming and sports betting platform that is part of Soft2Bet. Launched in 2018, CampoBet entered the Brazilian market in 2021, offering a wide array of betting options and casino games tailored to the local audience.
TESTA found that CampoBet offered well-localized content for its help center, but had issues on its homepage, promotions, and registration sections.
For promotions, CampoBet encountered difficulties with grammatical correctness of the localized content. The registration page also featured a completely untranslated nationality drop down menu, showcasing again the importance of localization QA testing in catching mistakes.
Homepage
All testers noticed that the CampoBet “Get help” prompt on the top left corner of the page was not translated. It seems like local tolerance for English instances for navigation is much lower than it is for promotions and games, where occasional English instances are acceptable to the testers.
Words like “cashback,” or “lottery bonuses” were apparent on the CampoBet site, and similar instances also looked at home on the local brand, Bet7K—according to the local testers.
A second point was deducted on the CampoBet homepage because it didn’t feature any local cultural icons to promote the brand to Brazilians. Imagery is well-done but it’s generic and lacking local celebrity punch.
Live dealer localization
While lacking the local star power to drive engagement, CampoBet did provide a handful of localized live casino games. However, a less than ideal UX feature only displays the local games in a small dropdown menu, thus making the local options hard to see.
Testers docked a point for subpar UX, giving CampoBet a 9 for live dealer localization.
CampoBet registration process
The CampoBet registration page had a major localization issue: all country names in the drop-down menu were in English.
However, other fields on the registration page were translated correctly into Brazilian Portuguese.
CampoBet registration pop-up bonus
The pop-out bonus section was clearly translated and error-free, according to testers.
Promotions
For promotion 1 (Esporte Bônus de Primeiro Depósito), three language errors were found in item 4.2., resulting in a score of 7/10. A tester commented, “When entering on the Campobet website I noticed two translation errors, as highlighted in the screenshot, the word ‘bónus’ has the inappropriately spelled accent, it should be “bônus”. And also the word “active”, which should be translated as “ativo”. However, the tester also commented, “apart from these errors, the translation is very intuitive and accurate.”
For promotion 2 (Promoções de Cashback), testers once again identified language errors. This time showing up in item 4.1. Our testers commented, “here again the word “bónus” has the inappropriately spelled accent, it should be “bônus”. But besides these mistakes the translations are intuitive and accurate.” 9/10.
In the third promotion (Supercota), all testers noted the language error in item 4 and a 9/10 score was given. “For this promotion, there is an error in the translation of the word ”autonóma” (screenshot link pasted below), which is accentuated incorrectly, it should be “autonôma”. Other than that, the translation seems intuitive and accurate.”
CampoBet game help
The localization of CampoBet’s Help center was appropriate and well done for the most part.
However, testers noted spelling errors that showed where the offshore brand’s localization QA fell through the cracks.
“When analyzing the help center, especially the “game” section, the translation is good overall. However, in one of the instruction topics it says “limpe a cache”, instead of “limpe o cache”.”
The language used in the payment section is clear and concise. All testers agreed that the page is well-localized.
The account section was also decently translated. One of the testers commented:
“For the help center’s account-related questions, the explanatory translations were mostly intuitive and appropriate. I don’t feel like changes are needed here.“
Bet365
One of the world’s largest online sports betting companies, Bet365, is also active in Brazil. Operating in Brazil as an offshore operator, Bet365 enjoys a steady stream of Brazilian traffic to their site.
However, Bet365 came out as the last place contender in this round of testing. While their homepage and help center pages were adequately localized, some basic UX issues were noted.
Bet365’s problems really came to light on most pages, including the homepage. And on the registration page testers identified issues with website UX that would likely have prevented some users from registering on the site at all.
Homepage
Testers found Bet365’s homepage well-localized but noted the Login button wasn’t translated to “Entrar.”
One tester said, “Login should be Entrar for Brazilian Portuguese.”
Bet365 lost another point for a lack of cultural localization, not only using stock images but also Bet365 jerseys on fake players, not making an attempt to connect with local customers.
Live dealer localization section
The live dealer localization was well presented, earning a score of 10.
With large thumbnails showing off the local options for Brazilian casino games local players can easily search for and find relatable content on the Bet365 site.
Bet365 registration process
While most testers agreed that the language adaptation on the registration page was well done, 2 testers identified a registration issue that barred them from accessing the registration page using the Chrome browser.
The issue could be bypassed by using an incognito session. However, such an access issue would likely prevent a regular user from registering on the platform. Bet365 was therefore docked a point for poorly adapted UX.
Bet365 registration pop-up bonus
The language localization of the pop-up bonus was mostly well done, but minor language issues were also present, as noted by the tester, “there is a small translation error in the deposit modal (highlighted in red in the attached screenshot). Instead of using “Ative até 28 de Abr,” it should be translated as “Ativo até 28 Abr.”
Furthermore, the testers that encountered the registration issue reported further issues later in the registration process as well. The pop-up bonus was not showing up at all. One tester noted, “as I mentioned before, I had issues registering on a regular Chrome browser. I then had to go to incognito mode to complete the registration. This might also be the cause of why I wasn’t getting the popup. I am asked to make a deposit but no popup offer.”
So with a language error and glitchy UX, the registration for Bet365 was scored 8 out of 10.
Promotions
Bet365’s first promotion (Oferta de Abertura de Conta) suffered from idiomatic and grammatical errors. While the meaning was clear, these minor issues created an unprofessional image. We highlighted two examples with tester comments and deducted 2 points, “during the test performed on the Bet365 website, I noticed translation/localization issues tied to the first promotion. 1. In the first screenshot, the word “resolvido” was used, but the best word to convey logical meaning to the sentence would be “finalizado.” This mistake was found repeatedly throughout the rest of the text as well. 2. In the second screenshot, the word “resultante” is incorrectly used in the singular when it should be in the plural “resultantes” for agreement in the sentence.”
Promotion 2 (Aposta Aumentada) had no language localization errors and got a 10/10 score.
Promotion 3 for Bet365 (Oferta de Pgto. Antecipado – 2 Gols de Vantagem) was also well localized but it received a 9/10 because of an odd abbreviation. “There is a word that is abbreviated and this is something not expected at all on a site like this. In the screenshot I took you see the word abbreviated as “Pgto,” when it should be fully written as “pagamento.” I don’t feel like an abbreviation is appropriate here.”
Bet365 game, payment and account help
Bet365’s game help page was well translated with no grammatical errors, but testers noted usability issues with keyword searches in the help center and each of the three pages was rated 9/10.
“I couldn’t easily find the right questions. Searching in the bar returned no results, so I had to click links one by one.”
Conclusion
The results of this language localization drill underscore the critical importance of thorough and accurate language adaptation for engaging Brazilian users in the iGaming market.
Bet7K, with its exemplary performance, demonstrates the value of local expertise in delivering a seamless user experience that resonates with the target audience. CampoBet and Bet365, while strong contenders, revealed areas for improvement, particularly in consistency and attention to language detail.
For any brand aiming to succeed in Brazil’s competitive market, this report highlights the benchmarks necessary for effective language localization. By addressing the issues identified and striving for continuous improvement, operators can significantly enhance user satisfaction and loyalty.
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About the author
Ian McKinnon
TESTA Head of Marketing