Te diversity of Asia presents its own set of challenges and opportunities. Cricket is king in South Asia, while football and badminton attract large audiences in Southeast Asia and East Asia. eSports, too, have found a strong foothold, with games like Dota 2 and PUBG leading the charge. Successful localisation here involves spotlighting regional favourites like the Indian Premier League or major BWF tournaments and supporting local betting habits and payment methods.
Finally, in Africa, football once again takes centre stage. Whether it’s the Africa Cup of Nations or domestic leagues, fans are passionate and engaged. Rugby and cricket also enjoy popularity in certain regions.
Tis is precisely where NSoft’s NextGen Sportsbook excels. Built with
Handicaps are also popular, offering adjusted point spreads to eliminate the possibility of a
draw.In the US, the focus shifts to formats like Parlays (similar to accumulators, combining multiple bets), Point Spreads (betting on a margin of victory), and Moneylines, which are straightforward bets on which team will win.
Additionally, Prop Bets are popular, involving specific in-game events or player performances within a game. Meanwhile, in Asia, bettors gravitate toward Handicap Markets (especially Asian handicaps), Totals (Over/Under) which mean bets on total scores or points), and Live Betting, which allows for in-play wagering with real-time odds.
Market types are also customised based on regional sports preferences. In the UK and Europe, football (soccer) dominates, with markets focused on match outcomes, goal scorers, corner kicks, and
Payment options and currency localisation may not make headlines, but they are unsung heroes of sports betting success quietly shaping the way platforms build trust and win over players across the globe.
a fully centralised, multi-tenant architecture, the platform allows operators to create and manage multiple market-specific offerings from a single backend. It supports personalised templates on both regional (e.g., Africa) and country-specific (e.g., Nigeria) levels, making it ideal for operators with a presence in multiple jurisdictions. At a granular level, Vaix, the platform’s AI-driven personalisation module, delivers tailored recommendations based on individual players’ betting behaviour.
Moreover, with expression language, operators can define their own settlement rules and custom odds formulas, adding a layer of control for bespoke market creation. From customised designs, currencies, and odds types to multiple web layouts reflecting European, Asian, and American betting traditions, NextGen Sportsbook offers a truly adaptable experience that empowers both the operator and the end user.
BETTING FORMATS & MARKET TYPES
Betting formats vary significantly across regions. In the UK and Europe, bettors commonly use Singles, which involve one selection per bet, and Accumulators (or “Accas”), which combine multiple selections into one bet, all of which must win for a payout. Asian
88
disciplinary cards. In the US, markets revolve around the NFL, NBA, MLB, and NHL-specifics with bets on quarters, touchdowns, home runs, and detailed player statistics. In Asia, popular markets include football (soccer) handicaps and totals, as well as live betting options for sports like cricket, basketball, and increasingly, esports.
REGULATORY COMPLIANCE
For operators expanding internationally, successful localisation hinges on thorough regulatory compliance. Content, marketing materials, and betting products must align seamlessly with local legislation. Tis ensures that promotions don’t inadvertently breach advertising rules (age limitations, appropriate disclosures, avoidance of banned incentives or promotional language), products don't offer prohibited betting types and clearly display mandated warnings, and operators fully adhere to region-specific responsible gambling mandates.
Achieving this compliance typically involves close collaboration with legal experts who have intimate knowledge of local gambling laws. Tese professionals guide operators through complex regulatory requirements, helping adapt content strategically. Trough this partnership, companies can confidently enter new markets, knowing they have mitigated potential legal and reputational risks.
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