Online operators go local to grab Asian market share

Localization is fast becoming a key battleground for online operators looking to expand across fast-growing Asian markets. While online gaming is still a long way from reaching maturity in Asia, consumers in the region’s grey markets are becoming more discerning and less likely to accept an English-only dot com website. Market leader bet365 now offers its website in 18 different languages, while SBOBET supports a range of Asian languages, including Chinese, Japanese, Korean, Thai, Indonesia, Burmese and Vietnamese. Those operators looking to compete and differentiate by offering a more localized product, however, are finding that the localization process is a considerably greater challenge than simply translating their content into the local language and rolling out a dedicated landing page. “The goal of localization is to adapt a product or service to a target country, making them appear to have been created specifically for that market,” Roy Pedersen, founder and CEO of All-In...

Intelligence Articles is a premium content section developed for AGB members only featuring in-depth articles on relevant items of interest across the multiple Asia Pacific Gaming jurisdictions. To continue reading, subscribe now.