search.noResults

search.searching

saml.title
dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
NSoft Speaking the Player’s Language


Sports betting localisation is a crucial strategy for operators aiming to succeed in diverse markets. Marko Zelenika, Senior Sales Executive at NSoft, explains why adapting the entire betting experience to resonate with local audiences means ensuring compliance, improving user engagement, and maximising conversion rates.


LANGUAGE AND TRANSLATION


From industry-specific terminology to the tone in which messages are delivered, every element needs careful adaptation to ensure it resonates with local bettors. In a sector where trust, familiarity, and clarity are essential, getting the language right is crucial.


One of the biggest challenges lies in translating betting jargon accurately. Sports betting comes with a lexicon of specialised terms - like “odds,” “parlay,” “moneyline,” and “handicap” - that don’t always have direct or intuitive equivalents in other languages. For instance, while “parlay” might be familiar to American bettors, a UK audience would expect “accumulator,” and a French audience might relate more to “combiné.” Te term “moneyline,” common in North America, is often unfamiliar elsewhere and needs to be replaced or explained. It's not just about word-for-word translation - it’s about adapting the meaning to fit the cultural and contextual expectations of each market.


Equally important is tone of voice. In sports betting, the way something is said can be just as impactful as what is being said. Messaging that’s cheeky and irreverent might work wonders in the UK, where banter is a cultural staple, but the same approach could fall flat, or worse, come off as unprofessional, in more conservative markets like Germany or parts of Asia. In Latin America, for example, a friendly, celebratory tone might better engage users, tapping into local enthusiasm and community spirit. Each region comes with its own expectations around formality, humor, and emotional expression, and getting that tone right is key to building trust and engagement.


Ultimately, effective localisation in sports betting means crafting an experience that feels tailor-made for each audience. It’s about speaking their language, not just linguistically, but culturally. It requires collaboration with native experts who understand the nuances of both


86


the betting industry and the local market. NSoft’s NextGen Sportsbook platform is built with this in mind, offering robust multilingual support and the flexibility to adapt content, tone, and terminology to suit different regions. When done right, localisation, supported by the right technology, can transform generic content into a powerful connection point between the brand and its players.


REGIONAL SPORTS PREFERENCES


In the world of sports betting, one size does not fit all. Each region has its own unique sporting culture.


In Europe, for example, football reigns supreme. From the English Premier League to the UEFA Champions League, bettors expect to see their favourite clubs and players front and centre. But football isn’t the only game in town - tennis, horse racing, and Formula 1 also command significant followings. Platforms tailored to European users will thrive by prominently featuring these sports, offering competitive odds, and aligning promotions with the sports calendar.


In North America, the landscape shifts dramatically. Here, the big four - NFL, NBA, MLB, and NHL - dominate the conversation, with college sports also playing a huge role in betting volumes. Localisation means offering deep markets for events like the Super Bowl or March Madness, supporting American odds formats, and catering to fans who live and breathe stats and parlays.


Latin America is another football powerhouse, with the sport deeply woven into the fabric of daily life. But bettors in this region also follow basketball, baseball, and boxing closely. A localized approach here involves not only highlighting international football tournaments and local leagues but also embracing cultural nuances in language and user experience, especially in Spanish and Portuguese.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188