Don’t Get Lost in Translation
Localisation Starts with the Individual
Language, currency and payment options establish a product in a market.
Understanding individual preferences keeps it relevant. Soft2Bet explores how local knowledge, adaptable technology and player behaviour can shape a more personal gaming experience.
Few suppliers would hesitate to describe their product as localised. Get the language, currency and imagery right, and a product can appear per- fectly suited to its market at first glance. Te mistake is assuming that players across an entire country will have much the same habits and preferences. Before launching, operators should have a well-
informed view of the market, but they must also leave room for players to surprise them. Te plat- form needs to be flexible enough to accommodate individual preferences that differ from those op- erators’ initial expectations. True localisation is personalisation. It requires a product that adapts to player behaviour in real time, accounting for differences within a market as well as between markets. Soft2Bet follows this approach in its product development.
PLAYERS SHOULD NOT HAVE TO FIT A NATIONAL PROFILE Supporting a widely used payment method is a basic requirement of entering a market. Presenting that alone as evidence of genuine localisation would be a stretch. Offering alternatives and a straightforward payment process should also be
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expected. Continuous product development means learning how individual customers use those op- tions and improving the experience where they encounter difficulties. Soft2Bet supports more than 70 payment methods and adapts the options offered to the country in which a product launches. A wider choice allows the product to accommodate cus- tomers who prefer an alternative to the country’s most widely used method. An operator can offer an extensive catalogue and still leave someone struggling to find a game that interests them. On Netflix, recommendations help viewers find something to watch without searching through an enormous library title by title. Soft2Bet’s gamification engine follows the same principle, recommending games based on what a player already enjoys. Te appeal of a reward depends partly on the
experience of earning it. Some players enjoy completing challenges and making progress to- wards a goal. Others prefer a simpler format, re- gardless of how generous the incentive might be. MEGA gives operators a choice of gamification
engines to suit those preferences. Teams can con- figure rewards, bonus triggers and levels of
difficulty for different player groups, adapting how players earn a reward as well as what they receive.
THE QUESTIONS PLAYER BEHAVIOUR LEAVES UNANSWERED AI and related technologies allow the product to adapt to individual behaviour across a large player base, updating recommendations in real time as players’ interests change. Personalisation must also respect responsible gambling controls and each player’s limits. Player data reflects how people use the product
in front of them. A sporting competition may attract little activity simply because it is difficult to find. Operators should look at how it is presented before deciding that players are not interested. Local knowledge is particularly valuable when
an operator enters a market and has little direct experience of its players. It helps product teams decide which sporting interests to serve and how customers expect to be addressed. A promotional message can be translated accurately and still sound too familiar or too insistent to its audi- ence.
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