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Navigating Asian iGaming markets: insights from TESTA’s CEO, Kyle Wiltshire
"Effective localization goes beyond translation; it's about adapting to what's uniquely preferred and practiced within each market."
Kyle Wiltshire
CEO of TESTA
Key takeaways
- Market potential: Asia, with Japan leading as a prime example, represents a booming market for iGaming, estimated at around $6 billion in GGR. The region promises growth amidst fierce competition.
- Challenges in localization: Effective localization goes beyond translation; it requires adapting to local preferences in payments, gaming options, and customer support. For instance, in Japan, where Apple dominates the smartphone market, products and experiences need to resonate with local tastes to succeed.
- Importance of real-world insights: Wiltshire stressed the importance of having on-the-ground insights to understand what players expect and how they interact with gaming platforms. Such insights help in fine-tuning the services to meet local expectations effectively.
- Operational considerations: From adapting to micro bet sizes common in markets like Indonesia to overcoming technical hurdles like IP detection without compromising on testing speed or accuracy, operators must navigate a variety of operational challenges.
- Strategic testing and data utilization: Leveraging crowd-sourced data and rigorous testing, TESTA helps operators benchmark against market leaders, ensuring they meet or exceed market standards in UX and customer engagement.
Conclusion
The Asian iGaming market, while challenging, offers vast opportunities for operators willing to invest in comprehensive market research and localization. TESTA is at the forefront, providing the necessary tools and insights to ensure that operators can not only enter these markets but also thrive in them.
Read more about how TESTA supports iGaming operators and providers in their quest to enter Asian markets by visiting the full article here.
About the author
Rebecca CHEN
TESTA Marketing coordinator