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.
Delegates arriving at the ExCeL in London’s East End for the 2017 edition of ICE Totally Gaming at the start of February were greeted by a host of Asian gaming suppliers keen to expand their reach. The main entrance was dominated by advertising from a number of Asia-facing firms, including BBIN, SA Gaming and Asia Gaming, who all also took sizeable stands at the show. One European-based supplier told AGB that Asia was “undoubtedly the focus this year,” adding that they had agreed a significant deal with a Vietnam-facing operator at the show.