Mastering Localisation: Why Localisation Is Key to Success in iGaming Markets, by WA. Technology

Operators must establish trust and relevance or risk alienating their target demographic and driving players to competitors more in tune with the local market. WA. Technology explains that localisation must incorporate cultural understanding, regulatory compliance, popular local sports and games, and accessible customer support in players’ native languages.

Core elements of iGaming localisation include:

Language and Communication: Native speakers and region-specific content improve player retention and engagement. User interfaces and customer support should be available in a player’s first language to decrease churn.

Regulatory Compliance: Operators must legally comply with regional gaming laws and responsible gaming practices. It protects vulnerable players and prevents penalties. 

Payment Methods and Currency Options: Operators must adapt payment methods. A market-specific range should include popular local methods. Some regional regulations specify payment methods, such as Pix in Brazil, Nequi in Colombia, and Yape in Peru. 

Cultural Relevance: Promotional campaigns, sports betting, and game options that reflect local preferences improve player engagement. 

Responsible Gaming Measures: Operators must follow responsible gaming practices, such as providing self-exclusion tools, deposit limits, and other protective measures, to ensure compliance and build brand credibility.

Regional Case Studies: Localisation in Action

Brazil: A Landmark Opportunity in LatAm

Brazil's recently regulated iGaming market, Law No. 14,790/2023, presents operators with exciting opportunities and challenges. 

Operators must adapt to the following localisation factors:

Language and Customer Support: Free Portuguese-language customer support are mandatory for regulatory compliance.

Regulatory Framework: Companies must be headquartered or incorporated in Brazil and have at least 20% Brazilian ownership. They must also have a reserve of R$5 million and a paid-in capital of R$30 million.

Payment Systems: Brazil’s instant payment system, Pix, is an advantage for operators. Debit and prepaid cards also play a crucial role.

Marketing and Advertising: Strict advertising guidelines include a ban on celebrity endorsements and restrictions on bonuses in advertisements.

Read the full report here.