One of the biggest takeaways from 2016 is that global gambling markets are evolving. Online casino and sports betting are gaining new traction, and new stars are on the rise with eSports and financial trading. Legislations in Germany and other important markets are under revision, which will soon see an opening for major brands to push into these markets even further.
With global online gambling and betting markets projected to expand at 10.8% by 2024 (according to Transparency Market Research), the question remains how to attract customers away from your company’s home market? Every country has its own language and cultural mindset. Hence, while thinking globally you have to keep an eye on local identities and specific lingo. For example, January would be “Januar” in Germany, but “Jänner” in Austria albeit being German as well.
Therefore, with localization in mind, here are five ways how you can retain your existing customers and maybe more importantly attract new ones:
1. Personalize your iGaming offer
In iGaming (as in any business), it is vitally important to know on which games your clients are continually betting or playing. Imagine going to your local coffee shop every day and ordering a medium latte with extra whip and some chocolate sprinkles for days at the same time and after a while, your order is on the table before you even have to chance to ask for it. That is what this is about. Know what your punters bet on and deliver customized offers the moment they open up your site. What if certain Germans like betting on Manchester United games when it comes to the Premier League while playing a little Mega Fortune Dreams during halftime? Well, give them that on your DE subdomain. And while EttKryssTvå is well known in Sweden, it’s unheard of in Germany. You can even take a step further and deliver completely personalized content for every single punter.
2. Different countries – different sports
Some countries have certain leagues or sports they like most. Just make sure you accommodate your site to your target country’s favorite sports. If there’s one thing that stands out on our main graphic, it’s that football dominates the audiences worldwide. Football, despite the recent investment in football stars, is not the favorite pastime in China – Table Tennis is. If you’re targeting Finnish players, keep in mind that there’s Pesäpallo, a baseball like game which is only played there. And in Australia, on the other hand, there seems to be no overlap between Rugby League and Australian Football as Sportsbet.com.au implies. Find out which sports your target country likes to play, watch and bet – and you will be much closer to winning them over from your competitors that are offering generic content.
3. Tailor country-specific bonuses
Geo-specific promotions are key when trying to enter a specific market. Take above-mentioned possible ManU preference in the German market for example. Why not push these betting lines with an online ad? “Receive a €10 risk-free bet on ManU when you sign up today.” Does your target country’s national team play in an important game? Use that! Just remember to evaluate and segment your customers beforehand and you can take your marketing and more importantly your retention and acquisition rates to new heights.
4. Utilize the holidays
Nothing is easier than checking Wikipedia and reading up on regional holidays. Some holidays might also see a reduction in your KPIs as the marketing automation experts at Optimove indicated in their articles about the iGaming Summertime Blues. Hence, tailoring a campaign around a special Scottish or Bavarian holiday could go a long way in regards to customer retention if you did your research. Just look at the NFL on Thanksgiving when watching the games is equally important as eating the turkey in same families.
5. Localize your content
This is probably the most important part. Do not gamble on your translations! A study from language course provider Wall Street English showed that only 2.1% of German employees speak business fluent English. 65.5% stated having minor knowledge in English. The perfumery Douglas even had to revoke their claim “Come in and find out”, because Germans were reading it as “Come in and find your way out”. While there are countries, where your customers might not mind using an English website, there are countries like Germany where wrongly translated content is a deciding factor whether your (potential) customers are playing on your site or leave after a few sentences. Therefore, a quality online presence with English-German translations from certified translators is a make-or-break game.