Europe’s online gaming firms woo Asian clients

Many of Europe’s biggest online operators have rolled out Asian-themed content into their domestic markets in recent months, as the Asian diaspora becomes an increasingly valuable demographic in regulated jurisdictions. And, with an eye on the even greater prize of a foothold in Asia’s largest markets, operators and suppliers are scrambling to localize the full online experience for Asian audiences. Among the top-tier operators to announce major launches of Asia-focused content are William Hill and Betfair, which both rolled out Macau-branded online casinos in regulated European markets in December. “Macau was launched to offer more product choice to online casino bettors. It also complements our strategy of delivering gaming destinations – we already have Vegas, now Macau and Mayfair,” Jon Ivan-Duke, a spokesperson from William Hill, told AGB. Hill’s Macau casino aims to create an Asian-styled product by tailoring the user experience. For instance, the selection of table games includes Squeeze Baccarat and...

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