Dina from Uplatform explains everything about localization, Coverage & Support

In an interview with iGaming Future, Dina, Head of B2B Projects at Uplatform, discussed key drivers of sportsbook growth, emphasizing the importance of localization, Esports, and mobile-first strategies. 

She stressed that localization is often misunderstood as a one-time task, when in fact it requires ongoing adaptation to market, cultural, and user behavior changes.

At Uplatform, localization involves deep research into user preferences to deliver personalized experiences, including tailored content, offers, and payment systems. Dina highlighted that successful operators need broad sportsbook coverage—not only major events but also niche and local competitions—to maintain user engagement, especially during low seasons.

She also underlined the importance of audience segmentation to provide relevant and timely content, concluding that Uplatform’s expertise enables operators to grow sustainably in diverse and dynamic markets.

Looking Ahead: Trust, Personalization & AI

Dina sees the biggest challenge in the next 3–5 years as building open, personalized relationships with users. Players today expect transparency, flexibility, and a personal touch. She said these are the reasons why honesty, local specificity, and cooperation with regulators are not very critically significant. Dina advised that operators must also go beyond retention and surprise users with relevant, personalized content, especially younger audiences who prefer esports, virtual events, and interactive formats.

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