After around a quarter of a century in operation, iGaming is an industry which continues to expand. Regulation is always a key topic amongst industry experts, and much of this discourse recently has focused on Latin America in recent times.
No two markets are the same; even if they are in the same region. Localised iGaming platforms are essential for success, as these can touch on important parts of the operation and incorporate cultural preferences, payment methods, language, and regulatory compliance.
At iGP, we have forged a reputation as a trusted supplier who can provide tailored offerings suited to the player base in each individual market. It is incredibly important for us and our partners to gain an understanding of what will and will not work well with players when the operator is moving into a new territory.
Localisation is crucial
Tailored game content and promotional offers that will resonate with local players will play an important role in player engagement. This is particularly prevalent in a country such as Brazil, where sports betting has already proved to be incredibly popular prior to regulation and will be even more so when the regulated market launches.
Rather than offering sports betting content and promotions that appeal to all players across all regions of Brazil, the operators that will stand out will be the ones who will run promotions based on local teams or the team that that individual player may follow closely. This can also apply to verticals, as players in Mexico for example may be more likely to make use of an online casino promotion than players in other parts of LatAm.
Multi-language support will be another key differentiator, to make online gaming platforms as inclusive as possible, improving the user experience and accessibility. Mobile-friendly platforms with diverse payment options will also be essential. The integration of local payment gateways, such as specific currencies or payment methods, will create a smoother transaction experience. These are areas where iGP has you covered, with multi-currency and payment integrations that will allow the operator to cast their net wide and offer opportunities for as many players as possible to play at their site.
Each market will have their own regulatory frameworks and requirements. The specific licensing measures of all regions will have to be examined meticulously, and this can impact many small details when it comes to product offerings and promotions. Reviewing these can be an arduous process, but its importance cannot be understated.
iGP assists operators throughout this process as our experienced team can provide their expertise and ensure all parts of the operation are running in line with the regulations.
The right tools
When providing a tailored solution, it is important to have the tools in place to perform in different regions and cater for a variety of audiences. Our cloud-based aggregator platform iGaming Deck is a perfect example of how we can leverage this. With unparalleled speed of delivery through its single API, iGaming Deck provides innovation in terms of the reporting information offered to operators around the world. The level of control offered to operators through the iGaming Deck backend dashboard offers a level of insight often lacking in legacy systems and solutions.
The system offers access to thousands of games that can be tailored to regional preferences, with the portfolio of games offered by more than 20 suppliers across a range of jurisdictions. The benefits of iGaming Deck ensure even easier integrations for operators, on top of the iGP core platform, which can already handle multiple brands and websites.
In addition, our Bonus Engine can create region-specific promotions, keeping players engaged with culturally relevant offers. iGP also provides tools for managing fraud and payment security. The system flags suspicious transactions and activity, so businesses can be protected, offering customization to each region’s risk profile, ensure safe experiences for players.
Boosting your offering with Tropicana
With LatAm gradually opening up, it is now time to take things a step further. We are enhancing our localisation efforts in the region with the development of our front-end platform Tropicana.
With Tropicana, the experience across both sportsbook and casino is quite similar, in terms of switching and navigating, and the benefits are two-fold. When you’re navigating in the casino, we will deploy a sportsbook widget which will present you with a list of ongoing matches, so you can generate a payslip in one tap, without necessarily moving away from the online casino.
Similarly, the widget can show online casino offers and games while the player is using the sportsbook. With targeted promotional and loyalty programs that we are building, this will further encourage players to engage with multiple product lines between the verticals.
What is the future of iGaming localisation?
The changing regulatory landscape means that offerings will need to adapt to keep up with requirements in each market. Going forward, all industry stakeholders must remain on top of trends, including the role of enhanced user personalisation, blockchain technology and the role of AI.
At iGP, we are aiming to cover these areas firstly through building the predictive algorithms that will make the data useful. This will allow us to learn even more about important player information, such as their VIP potential, as well as fraud and risk checks. Aside from this, we are very close to the launch of our crypto casino solution.
Built on powerful and secure online casino software, the solution will enable operators to start their own crypto casino. The operator will be able to offer a wide range of casino games that support various cryptocurrencies. We have recently announced our first crypto casino partnership announcements at SBC Summit Lisbon 2024 and we are also in the process of developing an AI-powered game recommendation engine, which will allow us to learn more about player habits and improve all our stats sources on each player.
We laid the foundation for this in 2023, as we ensured our data was organised and rich enough to be useful to our partners. Once again, it will be important to understand how these tools can be applied to each individual market in a way that will bring the best possible results in each one. When you have an experienced team’s help navigating through these challenges, each task will be far simpler.
Tailor your offering now
Finding a place in any iGaming market will not be possible without a localised, tailored product which takes into consideration the nuances of each market. To find out more about how iGP can provide you with assistance in achieving this, please get in touch with our friendly and approachable team here.
