In today’s competitive global iGaming landscape, localization has evolved from a buzzword into a critical business strategy. For iGaming operators looking to break into new markets, success depends on tailoring their offerings to meet the cultural preferences, local regulations and behaviors of regional audiences.
Localization is far more than translation—it’s about crafting a seamless, culturally resonant experience that fosters trust among players.
With TESTA’s expertise in cultural localization, iGaming operators are empowered to navigate diverse markets effectively, driving deeper player engagement and cultivating long-term loyalty.
- Going beyond translation to engage culturally
- 5 cases of local influencers driving cultural localization
- Comparative analysis: the local vs. global approach
- Differences in cultural preferences across similar markets
- Localizing user flows for payments and online behavior
- Why TESTA’s shines at cultural localization
- Learn about TESTA’s localization services
Going beyond translation to engage culturally
Cultural localization in iGaming extends beyond mere translation. It’s about creating an immersive experience that resonates with players’ local customs and values. By incorporating culturally relevant elements, operators build trust and foster player loyalty.
TESTA’s localization testing ensures games naturally fit each market, attracting and retaining players while supporting growth across diverse regions.
Effective localization shapes the entire player experience, integrating local symbols, themes, and imagery that feel authentic to the target audience. By aligning promotional campaigns and game content with regional expectations, operators create a brand that truly reflects local values, establishing lasting player relationships.
The risk of getting it wrong
Proper localization is key to iGaming success. Without it, operators risk losing potential players. When content doesn’t align with local tastes, engagement drops. Understanding regional preferences and cultural nuances is crucial.
Betsson’s localization strategy
Betsson’s ability to adapt its offerings to local markets has been key to its success. As CEO Pontus Lindwall notes, “We have a strong organisation and we’re very local in all the countries where we act,” Lindwall continued. “I think it’s very important we don’t try to create one global experience and believe that will work on every single market.
“We’d rather look at every single market, how it behaves, what the competition looks like, what do the customers expect in this market and then we try to fulfill that. If we manage to do that, I think we’re in a great position to keep on growing and be successful in the market.”
Rather than a one-size-fits-all global experience, Betsson’s strategy focuses on understanding the unique demands of each market.
5 cases of local influencers driving cultural localization
The Betsson localization strategy is readily employed across the iGaming industry, most notably with partnerships that get local influencers to represent the brand.
PokerStars and the Indian market
PokerStars successfully adapted to the Indian market by localizing their approach. They partnered with Randeep Hooda, a well-known Indian actor, to endorse their brand, making it more relatable to local players.
By offering regional language support and familiar payment methods, PokerStars aligned with local preferences and improved their appeal. These strategic adjustments led to increased player engagement and growth in the market, proving that cultural adaptation is key to reaching new audiences and achieving success in diverse regions.
Source: https://gutshotmagazine.com/pokerstars-india-randeep-hooda-brand-ambassador/
Stake's IPL strategy in India
Stake capitalized on the excitement surrounding the Indian Premier League (IPL) by launching cricket-focused promotions. They collaborated with Ravi Shastri, former Indian cricketer and coach, to boost brand visibility and strengthen their connection with the local audience.
By tapping into India’s passion for cricket and offering payment options in Indian Rupees (INR), Stake built a strong, localized presence. This strategic approach not only resonated with regional interests but also helped Stake grow its market share in India.
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Betway’s winning strategy in Kenya
Betway partnered with popular Kenyan football figures, including former player Dennis Oliech, to create a strong foothold in the Kenyan market. By aligning with local football heroes, the brand tapped into their widespread popularity and trust among sports fans.
This strategy helped Betway effectively engage with the audience, fostering strong brand loyalty and boosting market presence.
Source: https://nation.africa/kenya/sports/football/betway-bet-on-dennis-oliech-as-ambassador–1182950*
Ronaldinho drives Betify’s Brazilian market push
Betify has teamed up with football legend Ronaldinho to strengthen its brand in Brazil. Known for his incredible talent, Ronaldinho’s endorsement instantly builds trust with millions of Brazilian fans. His involvement adds credibility and local relevance to Betify, which is key in the Brazilian market.
As the owner of Bruxo10.bet, Ronaldinho’s direct connection to the gaming industry further strengthens his role as a trusted ambassador. His appearance at the SiGMA Europe event underscores his importance in bridging Betify with its Brazilian audience, creating a powerful connection that boosts brand awareness and loyalty.
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Bet7K’s local strategy in Brazil
Bet7K made a smart move in Brazil by partnering with popular local influencers, including Neto, to connect with players. This approach focused on the power of cultural relevance in iGaming marketing. By teaming up with well-known personalities, Bet7K quickly built trust and engaged with Brazilian players.
Using local influencers who resonate with regional audiences is crucial for creating lasting relationships in new markets. This strategy helped Bet7K establish a strong foothold in Brazil and highlighted how cultural alignment drives brand success.
Comparative analysis: the local vs. global approach
When it comes to market strategies, localized and globalized approaches each offer distinct advantages and challenges.
Let’s look at Brazil and how Bet7K, a local brand, contrasts with global giants like Bet365 and CampoBet.
Local approach: Bet7K
Bet7K stands out for its emphasis on connecting with players through local cultural relevance. By collaborating with familiar regional influencers and focusing on specific market needs, Bet7K builds strong, personal connections with its audience. This approach leads to higher player loyalty, as the brand resonates deeply with local values, interests, and expectations.
Localized strategies often offer more effective engagement, as players feel more personally invested in brands that reflect their culture and lifestyle.
Global approach: Bet365 and CampoBet
On the other hand, Bet365 and CampoBet take a globalized approach, providing a universal offering that can appeal to players across multiple markets. While this strategy ensures consistency and scalability, it can lack the cultural depth and personal connection of localized efforts.
Global brands often face challenges in differentiating themselves in local markets, as their offerings may feel generic or detached from regional preferences.
Differences in cultural preferences across similar markets
Cultural preferences can vary widely, even in neighboring regions. What resonates with players in one market may not connect in another. Identifying and addressing these differences is essential for a successful iGaming strategy.
Here are examples showing how cultural nuances impact player preferences across similar markets.
Blackjack variants in the US vs. Canada
Though Blackjack is popular in both the US and Canada, players’ preferences reveal key differences. In the US, players generally prefer a faster, high-energy game style that keeps the action moving quickly.
Canadian players, however, tend to favor a slower pace, valuing a more strategic, thoughtful approach.
These distinctions highlight the importance of tailoring game mechanics to match local expectations and enhance player satisfaction.
Roulette preferences in the UK vs. Europe
In the UK, players often prefer European Roulette, drawn to its simplicity and lower house edge, which offers better odds and a straightforward gaming experience. In contrast, French players tend to favor French Roulette, which includes unique features like the “La Partage” rule. This rule, which returns half of even-money bets if the ball lands on zero, adds a strategic dimension that appeals to players looking for a more layered experience.
These regional differences underscore the importance of tailoring game variants to match local preferences, driving engagement and satisfaction in diverse markets.
Localizing user flows for payments and online behavior
Cultural localization also involves adapting payment methods and user interactions to local preferences. Offering region-specific payment options builds trust and enhances satisfaction. For example, some markets favor digital wallets, while others prefer bank transfers or mobile payments.
Behavioral differences also influence UX flows. Some users prioritize speed and simplicity, while others value security and detailed instructions.
To effectively cater to these preferences, it’s important to understand local payment habits and design user flows that match regional expectations.
Let’s explore some examples of how these factors come into play.
Payment method preferences by region
Payment methods vary greatly by region, and understanding these preferences is key to building trust with users. As Christoffer Gronlund, Co-founder of Winlandia, states, local payment methods are crucial for player engagement.
“The importance of having local payment methods in the cashier can’t be stressed enough. Market preferences vary significantly, and not including the most popular payment method in any given jurisdiction will have a negative impact on acquisition and retention.
In the UK, for example, debit cards such as Visa and Mastercard dominate, but in Sweden, Swish (a mobile payment provider) and Pay´n Play by Trustly or Zimpler are the go-to options for casino deposits and withdrawals. In Canada, it’s Interac while in Brazil, it’s Pix.
To enter any of these markets without the preferred payment method in the cashier is setting the casino or sportsbook up for failure from day one.”
Source: https://europeangaming.eu/portal/latest-news/2024/11/11/170423/the-ways-players-like-to-pay/
Mobile payment preferences in iGaming
Mobile payment methods are becoming essential as mobile usage rises, especially in iGaming. In the U.S., Apple Pay leads, while Paytm and Google Pay dominate in India, and Alipay is the go-to in China.
Christoffer Gronlund, Co-founder of Winlandia, further notes that while digital wallets like PayPal, Skrill, and Neteller have been popular, players now increasingly expect mobile wallets such as Apple Pay and Google Pay. Operators who are slow to integrate these methods risk missing out on player trust and engagement.
Optimizing UX for cultural behavior differences
Cultural preferences have a significant impact on how users engage with digital platforms. In certain regions, users appreciate simplicity, opting for fast, intuitive interactions with fewer steps, while in other areas, they may value in-depth content and a more detailed navigation experience.
Incorporating local language, cultural symbols, and holiday themes can greatly enhance UX design. By tailoring CTAs with familiar words and symbols and adjusting colors or themes to align with regional customs, you create a stronger connection with users.
When websites or apps match local preferences in language, design, and layout, users feel more comfortable and trust the platform more. This approach leads to better user experiences and improved results.
Adapting game themes for regional preferences
iGaming operators should design game themes that align with local tastes to make the experience more relatable and engaging for players. In Asia, themes with dragons, lucky symbols, and cultural elements are popular. These themes resonate with players and connect to local traditions and values, enhancing their gaming experience.
In Europe, games with historical or adventure themes are preferred. Players in countries like the UK, Germany, and France enjoy storylines filled with history, exploration, or mythical quests. By adjusting game themes to fit regional preferences, operators can create stronger connections with players, leading to better engagement and retention.
Asian localization and culturally iconic games
Localization in Asia is about more than just translating text. It’s about offering games that resonate with local culture.
Games like Mahjong, Caishen, Pachinko, and Baccarat hold unique cultural value in China and Japan, fostering familiarity and trust among players. For example, Caishen, symbolizing prosperity, and Mahjong’s social aspects make them ideal choices for Chinese audiences. Meanwhile, Pachinko fits seamlessly into Japan’s entertainment landscape, where it enjoys wide popularity.
Providing these culturally significant games shows a nuanced understanding of regional preferences, enhancing player engagement and loyalty through tailored experiences.
Why TESTA’s shines at cultural localization
TESTA stands out for its ability to deliver culturally informed localization solutions, thanks to its crowdsourced, real-world data. By tapping into diverse, global audiences, TESTA gains insights that ensure content is tailored to meet the cultural nuances and preferences of each target market.
This approach allows TESTA to optimize user experiences by aligning content, designs, and strategies with the specific cultural expectations of different regions. By doing so, iGaming operators can improve engagement, build trust, and ultimately boost ROI.
TESTA’s localized solutions provide the actionable data needed to refine product offerings, ensuring they resonate with local players while maximizing market success.
Real-device, real-user testing for authentic feedback
TESTA leverages real devices and actual users in each region, capturing authentic feedback to ensure content and features meet local standards. This approach accounts for diverse user behavior, cultural preferences, and the influence of local internet infrastructure, which can significantly impact performance.
By testing in real-world environments, TESTA gathers crucial insights into how users interact with platforms, ensuring a smooth experience that aligns with regional needs. This comprehensive approach helps iGaming operators optimize their offerings, enhancing user satisfaction and increasing market success.
Global insights combined with local expertise
By combining global knowledge with localized insights, TESTA delivers a refined approach to cultural localization. This allows businesses to effectively meet market demands across diverse regions. Understanding both international trends and regional preferences ensures tailored strategies that resonate with local audiences.
This approach helps optimize user experiences, boost engagement, and improve ROI by aligning offerings with specific cultural needs.
Tailored localization solutions for client’s unique needs
TESTA customizes its services to address the unique localization requirements of each client, ensuring that their content resonates with local players. With dedicated localization solutions, TESTA helps companies adapt their content to meet local expectations effectively. Real device testing further ensures that the content performs smoothly across various platforms and devices.
By leveraging insights from real-world data, TESTA refines testing strategies to optimize player engagement in specific regions. Whether adjusting game themes, language, or user interfaces, this level of customization helps clients meet the diverse expectations of their target audiences and drive success in local markets.
Learn about TESTA’s localization services
Ready to localize your offering and create deeper connections with global audiences?
TESTA’s expert localization services help you connect with local audiences by aligning your content to regional preferences. From localization testing to real-device and QA crowdtesting, we ensure your platform meets the unique needs of every market.
Visit our Localization Use Case page to learn how our tailored solutions can boost user engagement and improve ROI.
About the author
Ian McKinnon
TESTA Head of Marketing