Big Debate: Does it make more sense to enter a new market with a localised offering rather than a global brand?

Yes 

Pang Goh, business development director, Ezugi

It always makes more sense to develop games for specific markets and with specific player preferences in mind. This includes the format of the game, the UI, games and studio design as well as things like currency and, most importantly, betting limits customised to the market’s expectations.

The same game if needed can then be rebranded or fine-tuned with international appeal.

Localisation for specific markets lets operators and suppliers focus on what is most important: the player. Localised games help player acquisition by allowing operators to offer something different to their standard core games.

But what do developers need to consider when it comes to localisation? And in particular how can localisation be achieved in live casino?

The term localisation is quite broad so besides developing new games and formats with local rules, it is important to also bring a local feel to core games such as blackjack and roulette.

A simple way of achieving this is to use local dealers that also speak the local language. The game environment can also be leveraged; understand the local culture, be creative and integrate this into the game or studio setting.

For instance, players in the Latam market love Latino beats so there could be an opportunity to combine this with live casino by having the dealers hand out the cards and then do a quick Latino-inspired dance before the game round gets underway.

This sort of localisation is also a key point of difference which helps operators deliver a different player experience to that available at their rivals.

Other factors to consider are regulation and local infrastructure. Regulation can dictate limits, studio location and language and so by creating localised content providers can demonstrate to operators they understand the rules they must play by and that their games have been designed and developed to meet these specific requirements. This simply can’t be achieved when taking an international approach.

No

Shalva Bukia, product director, Spribe

The wider industry is incredibly focused on localisation right now as the key to offering the best possible player experience. But prioritising localisation over innovation and brand risks negatively impacting the brand recognition and also the player experience and no amount of localisation can overcome this.

A superior product and recognisable brand are the ultimate winning combination. Just look at the success NetEnt has seen with its game Starburst and Novomatic with Book of Ra. Both games were the first of their kind and while they have been copied time and time again, the originals still top the charts now.

Both of these games deliver the same player experience regardless of the market. This is because they have achieved brand recognition with players still enjoying the experience offered many years after they made their initial market debuts.

Of course, both examples have been so successful because they brought something new to the table in terms of mechanics and features included. That is why localisation does not work with these games – the mechanics have to remain the same because they are the point of difference.

But because NetEnt and Play’n GO were first to market with a new and exciting high-quality product, they have been able to achieve that all important brand recognition.

If you look at the wider world today, it is increasingly global. In the long term, I believe the lines between global and local will become even more blurred as time goes on. There will always be cultural nuances to consider, but this only impacts more complex games like poker for example.

When it comes to slots and games what it really comes down to is developing a cutting-edge product and driving the brand awareness in markets all around the world. So, to answer the question, I truly believe in the power of a global brand over a local one.

Correction: This article previously stated that Book of Ra was a Play’n Go title. It was amended on 24.08.21 to reflect the fact that Book of Ra is a Novomatic title.