Don’t Get Lost in Translation


MARIA BASHKEVICH Head of Marketing Uplatform


EDUARD ANNOSOV Business Development Manager Payments Uplatform


DINA K


Head of Projects B2B Uplatform


Te localisation trap: when more becomes less


Localisation is not a one-off exercise or a matter of offering more choice. Uplatform explores how market-specific payment habits, sporting preferences and player behaviour shape the betting experience, and why operators must balance local knowledge with the efficiencies of a global platform.


When an operator enters a new market, what does genuine localisation involve beyond trans- lating the platform and changing currencies? Many operators treat localisation as a one-off stage of market entry. In practice it is a continuous, multi-step process that covers the whole player experience: legal requirements, payments, com- munication channels, support, content, technology, and cultural context, including local holidays, events, and TV shows. It reaches into the interface too. In some markets, players look for content through their own country and local leagues rather than a global list of top events. Te content stays the same, but raising locally relevant leagues higher makes the sportsbook feel built for that market. It also covers odds formats like Asian handicap, Hong Kong, Indonesian, and Malay


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odds in Asia, and technical choices such as local SMS providers for OTP messages, which give better delivery at lower cost.


Where do you most often see operators un- derestimate the differences between markets? Te most common mistake is assuming that neighbouring or similar markets behave the same way. Germany is in the EU, so an operator might lead with Visa and Mastercard, yet German players mostly use bank transfers. Latin America is often treated as one market, but esports make up about 15 per cent of betting in Peru and only about two per cent in Argentina. Differences can be just as large inside one country: smartphone adoption in Brazil is higher in the south than in the north. In Africa, internet penetration ranges from around


85 per cent in Kenya to under 10 per cent in some countries, so online-only models won't work everywhere.


How important is understanding which pay- ment methods players actually expect to use, rather than simply providing a long list of op- tions? It is one of the main pillars of localisation. "Don't be driven by the idea that 'more is better,'" says Eduard, Business Development Manager Payments at Uplatform. "It's important to focus on the most popular payment methods, which may be just two or three options and will vary by country. In Latin America, these may include local wallets or cash payments, while in Africa, mobile money is often the primary method."


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