INDEPENDENT CONTENT SERVICES
international betting market
esports tab onto their sportsbooks and left it at that
“
all territories otherwise credibility will be dented once again. And if credibility is lost, potential punters will walk away and through the doors of rival sites.
Leverage the power of localisation
Getting translation right is tough enough for standard sports betting, but esports poses additional challenges that must be overcome. Firstly, esports and video games are quite diverse, with
different genres appealing to different gamers in different markets. A first-person shooter such as Overwatch has a different fan base to that of MOBAs such as Dota 2 or League of Legends – just like if someone is a fan of football they are not necessarily a fan of cricket or volleyball. As with ‘traditional’ sports, there is also a geographical element. LoL is big in Korea, for example, while CS:GO is of more interest in North America and Dota 2 popular in Europe, so your localisation strategy needs to accommodate this. Furthermore, each game has its own bespoke and evolving vocabulary, which too must be catered for.
Create and translate top quality content, quickly
The speed at which new games and patches are released is an important consideration too as it highlights a dynamism
”
in esports which is not present in traditional sports, whose rules and gameplay are largely fixed. New terms and tactical strategies are swiftly added to the
lexicon of each game and must be addressed in an equally swift manner. New games are also frequently being released – Overwatch was only launched in 2016, for example. Rapid translation and content creation for each market is
therefore key. This means that operators not only have to generate content quickly, but they also have to translate it accurately into the languages in which they are active. Some terms may not yet exist while others may be
community-specific, so to overcome this, operators must not only work with experts in localisation, but also experts in each individual esport. This creates authenticity, and as we know this is very important. Sportsbook operators must also step away from automated
translators and work with companies that employ native speakers of the languages where there is a need to offer content. By understanding the global nature of esports, tailoring
content to international and local markets and prioritising accurate translations, sportsbook operators can become authentic and properly connect with esports fans and bettors. And this, in turn, will finally allow them to unlock the full potential of the esports betting market.
NOVEMBER 2018 63
Many bookmakers have just bolted an
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