The Future of Localisation What’s Next?
When you think about localisation, it’s easy to get lost in the details - different languages, content
preferences, currencies, or payment methods. Yevhen Krazhan, Chief Sales Officer, explains how GR8 Tech sees localisation as something far more strategic that can really shape the future of iGaming.
I have seen too many operators rely too heavily on the same tired, off-the-shelf solutions that provide basic functionality but miss the mark on what really drives success: deep, local integration. We are talking about getting under the skin of the market - understanding exactly what makes the local audience tick and aligning everything from your payment systems to your content and marketing strategies to meet those needs to make it feel local. Tat’s why, when discussing what’s next in iGaming, we start with the fundamentals that can make or break a player’s experience in any market.
Payments: Always a Work in Progress
Payments continue to be one of the most complex aspects of localised operations. Regardless of the market's maturity, payment infrastructure rarely works out of the box. While many providers claim to offer full payment localisation, in practice, real success requires close collaboration between the platform and the operator.
No single provider can cover all payment needs—it takes a mix of global gateways, local processors, and often alternative methods like crypto or P2P. In some markets, we have seen strong results when operators combine traditional systems with agent-based cash solutions or crypto wallets. Tese setups aren’t standard, but they work - because they are built around how local players actually behave. Smooth, reliable transactions remain the foundation of any serious operation.
“Te next wave in iGaming will demand even more agile, data-driven payment systems that adapt to local norms and anticipate emerging behaviours, offering players frictionless, personalised options,” explains Yevhen.
84 Acquisition: From Campaigns to Connections
Acquisition strategies have to be rethought when entering new regions. Traditional performance channels still matter, but they are often insufficient—especially in markets where trust in digital platforms is low or infrastructure is inconsistent. In these cases, acquisition becomes hyper-local and deeply personal. In many regions, the most effective campaigns rely on local agents— individuals who genuinely know the area, understand the audience, and build trust through real-world relationships rather than just marketing messages.
And by “local,” we mean truly on the ground: specific villages, small towns, and even particular neighbourhoods or streets. Tese agent- led networks often go beyond acquisition, handling payments, onboarding, and support—essentially becoming an extension of the operator.
Localised Content: Casino Games and Sports Events
Localisation in casino focuses on adapting game mechanics, volatility levels, and promotional strategies to reflect local player behaviour. “Take India, for example,” says Yevhen. “Building additional cricket- themed games and tier-two and tier-three tournament content was a strategic move based on a cultural passion point. Te result is a whole new engagement category that didn’t previously exist.”
In MENA markets, we have seen aggressive bonus structures combined with instant, reliable withdrawals build real trust and loyalty. Players know when something is built for them—not just reskinned globally.
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