Build Your iGaming Offerings for Global Success (Dmitry Belianin)

Preliminary Research: Laying the Foundation

Before entering a new market, comprehensive research is essential. Dmitry highlights three key areas to focus on:

1. Product Offering: Ensure that the product is well-suited to the local market. This includes adapting games, sports betting options, and payment providers to align with local preferences.
2. User Journey: Understanding how users interact with gaming platforms is crucial. Aligning the user experience with market leaders can prevent friction and enhance engagement.
3. Operational Considerations: From customer support channels to loyalty programmes, tailoring operations to fit local expectations ensures a seamless experience.

“The moment you start spending money on marketing without optimising these fundamentals, you risk losing potential customers,” Dmitry warns.

Identifying Deep Localisation Needs

A one-size-fits-all approach rarely works in gaming. To determine the aspects that require the deepest localisation, Dmitry suggests two effective methods:

• Market Experts and Consultants: Leveraging their years of expertise can provide valuable shortcuts to understanding market nuances.
• Customer Research: Conducting interviews with local players offers insights into their preferences, preferred brands, and decision-making factors.

Regularly revisiting this research is critical. As Dmitry points out, “User preferences can change rapidly, especially in dynamic markets like Brazil.” Staying ahead of these changes ensures continued market relevance.

The Role of Local Hires and Consultants

Hiring local talent is instrumental in crafting an authentic market strategy. Dmitry stresses the importance of involving local experts from the very beginning, even before launching operations.

“Local hires offer first-hand knowledge of cultural and regulatory nuances that outsiders may overlook,” he explains. Establishing a local presence can further solidify market trust and drive long-term success.

Measuring Localisation Success

Once localisation efforts are in place, measuring their effectiveness is crucial. Dmitry outlines key methods to track success:

• User Research: Conducting interviews with existing users to assess satisfaction and identify areas for improvement.
• Competitive Analysis: Understanding what features are driving engagement in competitor products.
• Analytical Tools: Using heatmaps and click maps to evaluate user behaviour and optimise the experience.

Localisation in Marketing: Getting It Right

Marketing strategies must align closely with local culture and preferences. Dmitry cautions against a globalised approach, particularly in culturally distinct regions such as Latin America.

“If users perceive a generic, global strategy, they will disengage,” he warns. Instead, brands should embrace:

• Local Influencers: Partnering with well-known local figures to establish credibility.
• Culturally Relevant Campaigns: Tailoring promotions to resonate with local traditions and interests.
• Authentic Branding: Using locally familiar elements to build a deeper connection with the audience.

Dmitry emphasises that even globally recognised figures may not always resonate with every market. “A regional sports figure can often create stronger connections than an international celebrity,” he notes.

Achieving Long-Term Success

Effective localisation is an ongoing process that requires continuous monitoring and adaptation. By investing in thorough research, leveraging local expertise, and aligning marketing efforts with cultural expectations, gaming companies can build lasting success in new markets.