One of the major pillars of the online gambling industry has been localization, which is one of the most successful modes of entering new markets. The space for casinos is quickly exploding across the world; hence, businesses need to be ahead of all the gaming business directions to convert their brands to the new market segments. Read more below.
Growth of Online Gambling Worldwide
The online casino industry has had a huge explosion in the past few years, and it includes Casino 24. The earnings jumped from $29.3 billion in 2014 to an expected $92.9 billion in 2024, showing an 11.5% compound annual growth rate.
| Factor | Description |
| Increased internet and mobile access globally | Wider connectivity has enabled more people to access online gambling platforms. |
| Innovation in live dealer and virtual reality games | Technological advances have enhanced the gaming experience, attracting users. |
| Regulatory changes opening new markets | Legalization in new regions has fueled industry growth. |
| Demographic shifts towards millennials and Gen Z | Younger generations are more engaged with digital and interactive gaming. |
As saturation approaches in mature markets like Europe, operators now look to emerging regions in Latin America and Asia for fresh opportunities.
Challenges of Entering New Territories
Launching in new countries and languages comes with significant challenges. Every locale has distinct user preferences, cultural nuances and legal regulations.
Failure to adapt can turn off players and limit adoption. When Unibet expanded into Australia, its European-focused website saw extremely low traffic until a localized version was introduced.
To successfully expand abroad, operators must rethink four key elements:
Language
Native language support is essential. Platforms should allow switching between dialects, like Brazilian Portuguese vs European Portuguese. Localization should also go beyond word-for-word translation to convey cultural references.
Content
The games’ library must cater to local tastes. For example, slots and virtual sports perform well in Europe compared to table games in Asia. Providers can re-skin popular games to feature relatable cultural themes and celebrities.
Payment Methods
Players have preferences for trusted local payment options. Deposit/withdrawal methods should include country-specific solutions like China’s WeChat Pay or Brazil’s Boleto voucher system.
Compliance
Each jurisdiction has unique licensing and regulatory requirements related to game fairness, responsible gambling, player identity checks and more. Networks must restrict access by location to unauthorized areas.
Becoming a Global Powerhouse
By making the effort to localize, operators can gain a competitive edge in expanding abroad. Let’s examine four casino platforms taking the right steps:
Case Studies of Companies Localizing Successfully
| Company | Localized Markets | Unique Adaptations | Results |
| Betsson | Latin America | Spanish-language site. Added live dealer blackjack and baccarat. Partnerships with local sports teams and influencers. | Built strong brand recognition in Mexico, Peru, Colombia. LatAm revenues up 161% since 2019. Now expanding into Argentina and Chile. |
| Genesis Casino | India | Hindu deity themes. Popular local card games Andar Bahar and Teen Patti. Bollywood slots. UPI and BHIM payment integration. | Ranks among the top 10 casinos in India just 2 years after launch. User base tripled in 2021. |
| 1xBet | Southeast Asia | In-play betting focused on top regional sports like badminton, rugby, MMA, e-sports. | Rapid growth across Thailand, Malaysia and Vietnam. Recently became the official sponsor of the local Philippine Basketball Association. |
| PlayStar | Australia | Bingo, scratch card games tailored to the local audience. Native app for iOS and Android. | Captured over 5% market share within the first year, placing #5 overall. Achieved monthly gross gaming revenue growth around 15-20%. |
These examples demonstrate that taking a localized approach to products, promotions and partnerships is well worth the investment.
Building for the Next Generation
The market is full of opportunities for as long as the companies are ready to do the hard work in a way to clearly explain and express not less than the fact that they know and appreciate the international consumer base. In the end, the location of the brands is what most likely will turn casual players into diehard fans.