As iGaming ventures into new regulated territories, operators face the dual challenge of regulatory compliance and catering to local tastes. It’s becoming clear that understanding the preferences of local players is no small task but a pivotal one. Operators venturing into unfamiliar markets can’t afford long periods of trial and error—player engagement depends on resonating immediately upon entry.
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Why Localisation Matters
Greentube, Novomatic’s Digital Gaming wing, has built localisation into its strategy as it stretches its reach across global markets. Markus Antl, Greentube’s director of global sales & marketing, notes the critical role of recognising varied player interests. Still, “Not all successful games perform equally across different markets,” Antl remarks. “A global hit is judged by its performance worldwide, while a localised game is measured by how it performs in its targeted markets.”
So, while global online casinos are on the rise, local game preferences are often deeply ingrained. Many top-performing localised games originate from land-based environments that shaped player habits long before the digital age. In the U.S., for instance, stepper-style games remain popular for their simplicity and familiarity. Meanwhile, elsewhere, certain themes take hold due to unique cultural preferences.
Making Localisation Work
Understanding what local players prefer doesn’t automatically warrant game localisation. A common misconception is that customisation comes after development, but companies like Greentube are taking a proactive approach—integrating localisation decisions during initial development stages. “We start with market demand,” notes Antl. “We don’t develop a game first and localise it after. It’s about considering market needs from the get-go, influencing theme, graphics, and even game mechanics.”
Roughly 15%-20% of Greentube’s portfolio, Antl estimates, is localised content. Once decided, the localisation involves extensive collaboration between in-house teams and external experts, ensuring language and features meet local expectations before launch.
Market-Entry Strategy and Beyond
Seeing the potential for localised games doesn’t end once they’re ready. Still, these titles must then prove commercially viable. New market players often gravitate toward familiar themes, making localised games effective bridges to new offerings. “Localised content can aid player acquisition,” says Antl, “especially if the games are known from land-based environments.” Titles like Random Runner in the Netherlands and Super Cherry in Switzerland exemplify games that effectively leveraged local affinities. Despite localisation’s growing importance, global hits remain critical to suppliers, offering unmatched scalability. “Global blockbusters still matter,” acknowledges Antl. They provide faster returns and expand brand exposure, while localised games have inherent audience limits.
The Road Ahead
As more markets open across Latin America and North America, the role of localisation will be hotly debated. Antl anticipates a future where neither global nor local content dominates entirely. Operators, he suggests, should aim for portfolios comprising roughly 80% global content balanced by 20% localised titles, with branded games complementing the mix. Looking forward, success for suppliers will hinge on blending widely popular brands with locally tailored experiences. As the gaming market grows increasingly diverse, those who can seamlessly balance global scale with local nuance will thrive. The discussion surrounding localisation isn’t fading anytime soon. As more markets emerge, keeping a close watch on local trends versus global dynamics will remain essential for operators charting their paths forward.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
