Expanding into new markets is both an opportunity and a challenge for B2B providers in iGaming. Marija Hammon, Marketing Director at Relax Gaming Ltd, shares her expertise in adapting to different regions, building the right teams, and understanding new audiences.
Centralised vs. Regional Operations: Which Works Best?
One of the biggest decisions for a company expanding globally is whether to centralise operations or establish regional hubs. According to Hammon, both internal operations and business proximity play a role in this choice.
“To make a truly global product, you need an international mix of talent while also considering where your customers are based,” she explains. While having a presence near customers is important, creative and development teams should be positioned where talent is strongest.
Although technology enables remote collaboration, face-to-face interaction remains invaluable when entering new markets.
Adapting a Brand Without Losing Identity
Maintaining a consistent brand while adapting to regional differences requires flexibility. From a product standpoint, elements such as game speed and win caps may need adjusting, but the overall integrity of the product should remain intact.
Hammon suggests a “global brand guideline with local flexibility.” This approach ensures strong brand recognition while allowing for tweaks that make the brand more appealing to different audiences. Marketing strategies, promotional methods and communication channels may also need to be adjusted for each region.
The Key Pillars of a Strong Global B2B Team
Building a global team that operates smoothly across regions requires clear structure and cooperation. Strong communication is essential, with tools like Zoom and Slack helping teams stay visually and verbally connected. A unified vision ensures everyone understands the company’s goals and mission, while shared systems provide equal access to materials and tools.
Transparency is another crucial factor. Keeping all offices informed prevents misunderstandings and ensures alignment across locations. Inclusivity and diversity also play a key role, as different cultures bring unique perspectives. Recognising and celebrating these differences helps create a more cohesive team and improves external representation, such as on social media.
Regulatory Hurdles: The Impact on Market Entry
Regulatory differences between markets can significantly impact a B2B provider’s go-to-market strategy. Hammon points out that offerings must often be tailored to comply with local laws.
“For example, Dream Drop Jackpots from the Relax portfolio is not allowed in certain markets, so we focus on what we can push instead,” she explains. In the US, even trademarks and game names can require adaptation. Relax Gaming had to rename its popular Money Train series to Great Western for the American market.
Forging Partnerships in Unfamiliar Markets
Successfully entering a new region requires patience, trust, and consistency. Research and adaptation are essential to understanding the market’s needs and expectations. Educating the market helps raise awareness about the company and its offerings, ensuring potential partners and customers understand the value being provided.
Tailoring marketing efforts is also crucial. This includes adjusting campaigns and channels to suit local audiences, broadening outreach efforts and participating in key industry events. A well-informed and localised approach helps establish credibility and build lasting partnerships.
Measuring Market Entry Success
The true test of a successful market entry lies in adoption and reputation.
“You want to go to a conference, mention your brand and hear people say, ‘Yes, I know them,’” Hammon explains. Strong brand awareness facilitates conversations and shortens negotiation time when securing partnerships.
By investing in thorough research, regional adaptation and clear branding, B2B providers can position themselves for sustained global success.
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