After around a quarter of a century in operation, iGaming is an industry which continues to expand. Industry conference panels are often focused on the next stages of regulation, and much of this discourse has of course focused on Latin America in recent times.
What is important to remember is that no two markets are the same; even if they may be within the same region. Localised iGaming platforms are essential for success, as these can touch on important parts of the operation, beyond the games that players like to play. This can also include cultural preferences, payment methods, language, and regulatory compliance.
At iGP, we have forged a reputation as a trusted supplier who can provide tailored offerings suited to the player base in each individual market. It is incredibly important for ourselves and our partners to gain an understanding of what will and will not work well with players when the operator is moving into a new territory. There are many facets we will look into and we will ensure that prior to a launch, the operator will be fully prepared for the customer base they are targeting.
Why localisation is critical in iGaming?
Tailored game content and promotional offers that will resonate with local players will play a crucial role in player engagement. This is particularly prevalent in a country such as Brazil, where sports betting has already proved to be incredibly popular prior to regulation and will be even more so when the regulated market launches.
Rather than offering sports betting content and promotions that appeal to all players across all regions of Brazil, the operators that will stand out will be the ones who will run promotions based on local teams or the team that that individual player may follow closely. This can also apply to verticals, as players in Mexico for example may be more likely to make use of an online casino promotion than players in other parts of LatAm.
Multi-language support will be another key differentiator, to make online gaming platforms as inclusive as possible, improving the user experience and accessibility. This is an area where iGP can provide assistance and make sure operators have these options in place.
Mobile-friendly platforms with diverse payment options will also be essential to a localised iGaming offering. Local payment gateways, such as specific currencies or payment methods, will create a smoother transaction experience. Once again, this is an area where iGP has you covered, with multi-currency and payment integrations that will allow the operator to cast their net wide and offer opportunities for as many players as possible to play at their site.
As markets open up, each one will have their own regulatory requirements. The specific licensing measures of all markets will have to be examined meticulously, and this can impact many small details when it comes to product offerings and promotions. While going over the minutiae can be an arduous process, its importance cannot be understated. Operators can be assisted throughout this process by iGP, as our experienced team can provide their expertise and ensure all parts of the operation are running in line with the regulations.
Tools for localisation
When providing a tailored solution, it is important to have the tools in place that can help you offer customised platforms for different regions. iGP can leverage this through tools such as our cloud-based aggregator platform iGaming Deck.
iGaming Deck delivers unparalleled speed of delivery through its single API, while providing innovation in terms of the reporting information offered to operators around the world. The level of control offered to operators through the iGaming Deck backend dashboard offers a level of insight often lacking in legacy systems and solutions. The system offers access to thousands of games that can be tailored to regional preferences, with the portfolio of games offered by more than 20 suppliers across a range of jurisdictions.
The benefits of iGaming Deck ensure even easier integration for operators, on top of the iGP core platform, which can already handle multiple brands and websites.
iGaming Deck is not the only feature that iGP can utilise to support regional customisation. For example, our Bonus Engine can create region-specific promotions, keeping players engaged with culturally relevant offers. The user can easily customise and manage promotions with the engine’s easy-to-use interface.
iGP also provides tools for managing fraud and payment security. The system flags suspicious transactions and activity, so businesses can be protected. This can be customised to each region’s risk profile, ensuring safe transactions for players.
Boosting LatAm offerings with Tropicana
The tools mentioned above have already helped iGP launch customised offerings for partners in Europe, and with LatAm gradually opening up, it is now time to take things a step further. We are enhancing our localisation efforts in LatAm with the development of front-end platform Tropicana.
With Tropicana, the experience across both sportsbook and casino is quite similar, in terms of switching and navigating, and the benefits are two-fold. When you’re navigating in the casino, we will deploy a sportsbook widget which will present you with a list of ongoing matches, so you can generate a payslip in one tap, without necessarily moving away from the online casino.
Similarly, the widget can show online casino offers and games while the player is using the sportsbook. Aside from that, there are targeted promotional and loyalty programs that we are building, which will encourage players to engage with multiple product lines between the verticals. This is just one example of how localisation will be beneficial to our partners.
The future of iGaming localisation
The changing regulatory landscape means that offerings will need to adapt to keep up with requirements in each market. Going forward, all industry stakeholders must remain on top of trends, including the role of enhanced user personalisation, blockchain technology and the role of AI.
At iGP, we are aiming to cover these areas firstly through building the predictive algorithms that will make the data useful. This will allow us to learn even more about important player information, such as their VIP potential, as well as fraud and risk checks.
Aside from this, we are very close to the launch of our crypto casino solution. Built on powerful and secure online casino software, the solution will enable operators to start their own crypto casino. The operator will be able to offer a wide range of casino games that support various cryptocurrencies. Our first crypto casino partnership announcements will be made at the show.
We are also in the process of developing an AI-powered game recommendation engine, which will allow us to learn more about player habits and improve all our stats sources on each player. In 2023, we laid the groundwork for this, ensuring our data was organised and rich enough to be useful to our partners.
Once again, it will be important to understand how these tools can be applied to each individual market in a way that will bring the best possible results in each one. When you have an experienced team’s help navigating through these challenges, each task will be far simpler.
Tailor your offering today
Finding a place in any iGaming market will not be possible without a localised, tailored product which takes into consideration the nuances of each market. To find out more about how iGP can provide you with assistance in achieving this, please get in touch here. Our friendly and approachable team will be more than happy to discuss options and work out how we can position you to excel in every individual market you operate in.
