January 28, 2025
A Guide to House Edge in iGaming for Operators
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January 24, 2025
iGaming in Africa and Latin America has risen sharply in the last few years. The noticeable upturn is primarily driven by expanding mobile penetration, wider accessibility to the internet, and developing regulations. However, building a successful iGaming brand is a challenging undertaking; it takes careful planning, precision, and preparation. While numerous aspects affect the success of a brand, there is one overarching component – localisation.
Successful brands consider every tiny detail regarding localisation, from each market’s unique culture and technology demographic to its languages and regulations. Join us as we take a closer look at what makes a solid brand transform into a market leader and why specialist teams are the way to go when building your new iGaming business.
Words matter. Language is, in part, the essence of what it means to be human. So why do so many businesses neglect such a crucial feature? It’s not simply a case of running a promotion through a translation app. We’ve all seen those laughable memes or received a strangely worded email with the tell-tale signs. Language is more than just a statement or question; you must consider syntax, grammar, dialect, punctuation, colloquialisms, idioms, and so much more. Cultural tone and messaging must resonate with local players. Otherwise, you may simply alienate the people you want to attract.
Firstly, brands must know the languages spoken in each region and employ fluent or native speakers. Those speakers must also understand the cultural differences between the relevant markets. Languages such as English, Spanish, French, and Portuguese are all spoken worldwide but often have very different pronunciations, grammar, and meaning from location to location. For example, Brazilian Portuguese and European Portuguese or European Spanish and Mexican Spanish have significant differences. Sometimes, the differences are so marked that two people from each region would struggle to hold down a reasonable conversation. Clear, accurate translations help build trust and engagement and make your brand authentic and reliable. Missteps in language undermine trust, make players feel disconnected, and damage acquisition and engagement.
The tone of voice, cultural appropriateness, and humour also vary. Don’t believe us? Check out promotions from around the world for the same brand. You’ll notice contrasting messages and inflection in the vocabulary, even though they are in the same language. Compare examples from Australia, the USA, and the UK; the difference becomes strikingly clear, particularly when it comes to humour.
Experienced iGaming providers with in-depth knowledge of each market will have specialist teams that can make a brand’s voice resonate with their target demographic.
To operate successfully, brands need players to deposit, and players need access to easy payment methods to make those deposits. The brand's chosen market is a significant factor in deciding which payment methods to opt for. Most brands will provide a range of payment methods. Even so, those options must be viable for their players.
Many African markets rely heavily on mobile payment solutions like M-Pesa, while Pix dominates as the preferred method in Brazil. Localised payment methods that players are already familiar with make deciding where to play much more straightforward. In Africa, many players lack access to traditional banking. Hence, mobile payments are ideal. Brazil’s Pix payment system is a must-have in LatAm, offering instant, secure transactions. Operators should also consider integrating multiple alternative options alongside bank transfers or credit card deposits, such as prepaid cards, cryptocurrency, and digital wallets, to appeal to player preferences as broadly as possible. However, not all payment methods are permitted in all markets. A high-calibre provider can advise on the most suitable options for operators.
Players will almost certainly choose an operator that offers a payment method they’ve used before and already have set up on their device. Not only that, but familiar methods build trust and build credibility with users.
As with payment methods, players' access to online casinos and sportsbooks differs from region to region. While most brands offer mobile-first experiences to their players (vital for smartphone access), not all consider other access routes.
In many markets, but especially in African countries and some parts of LatAm, retail access remains a significant contributor to the industry. Brands should consider this before embarking on their venture. African internet access is sporadic; many people have low-end mobile devices on intermittent internet connections. In LatAm, retail outlets still hold significant cultural and practical value despite high mobile penetration.
Operators should consider whether an omnichannel approach would work for them. This approach allows players to seamlessly transition between devices and physical locations while enjoying a consistent gaming experience. By integrating retail, mobile, and online access, operators would successfully broaden their scope for acquiring new players. An iGaming solutions provider with expertise in the chosen market can recommend the most suitable solutions.
Cultural understanding applies to all aspects of an online gambling business. Player preferences affect game types and sports betting choices. Localised themes in slots and popular regional sporting events like Copa Libertadores in LatAm and the CAF Africa Cup of Nations in Africa help brands connect with players.
Sports betting, particularly on football (soccer), dominates LatAm. African players also favour football. In short, football is a primary engagement driver, with global events and foreign leagues, such as the English Premier League, also playing a significant part in sports betting success. But it’s not just football; African and LatAm players favour many sports, so a wide range is best, with favourite choices like horse racing, NFL, basketball, tennis, hockey, and cricket emphasised via marketing and promotions.
Casino games, like slots and crash games, are rising in popularity across both regions. Fishing games have recently captured the eye of many LatAm players, resulting in a considerable influx of fun fishing options. The increase in gaming has driven interest in esports and other unique games with gamified features—especially among young adults who’ve grown up with console and PC gaming.
Fantasy and Free-to-Play (F2P) games (where available) are expanding worldwide, with notable engagement in LatAm. As new and exciting offerings are created – like WA.Fantasy’s Pick’Em Player Props – operators are noticing the increasing added value of providing these types of games to their players. They are the ideal acquisition tool and an excellent way to cross-sell a brand's various verticals.
Many markets enjoy traditional number games, like bingo, keno, and lottery, as well as table games, like poker, baccarat, and roulette. Markets may have specific traditional games that brands should offer, though these have been spreading globally since the dawn of online gaming (think Andar Bahar, Sic Bo, or Teen Patti).
A reputable provider will know which to offer and, more importantly, which options brands are legally permitted to provide to their players. Not all verticals or game types are legal in all markets. Therefore, it is essential that businesses work with providers that have an extensive understanding of local gambling regulations.
Cultural sensitivities should guide a brand's design. As mentioned briefly in 1, Language & Communication, cultural nuances influence how promotions, themes, and rewards are perceived. Local cultures vary from country to country, from city to city, and within cities and towns themselves.
Local festivals, public holidays, and popular icons differ worldwide. Even dates of significant celebrations, such as the day to celebrate Christmas or Mother’s Day, are inconsistent. iGaming providers with local knowledge can guide operators through the sometimes overwhelming global cultural calendar.
Cultural faux pas or inappropriate imagery can alienate players and damage an operator’s reputation. The job becomes much more manageable once brands understand who they work for (their players). Tailored games, such as carnival-themed slots in Brazil or branded fantasy games with favourite sporting heroes, often work well. Promotions that align with cultural events can be big crowd-pleasers, with many online casinos now offering new ways to engage with fun gamification additions like advent calendars or hidden Easter egg games.
Affiliate marketing plays a significant role in many industries, and iGaming is no exception. It’s a key acquisition strategy that drives traffic and conversions. Tailoring affiliate strategies to local preferences brings added value and can drive significant traffic to a brand and increase brand awareness.
A reliable strategy for operators is to employ an iGaming-specific affiliate solution tailored to a brand and its market. Targeted affiliation, such as that provided by WA.Technology’s WA.Affiliates product, ensures affiliate strategies deliver successful results. WA.Affiliates offers targeted solutions, real-time analytics, and personalised agreements to support operator success. Gamification features and rewards mean operators can quickly establish and optimise a successful affiliate network that will help grow a brand.
An extensive affiliation network offers consistent growth opportunities as partnerships strengthen. This strategy works for both operators and affiliates. Informed iGaming providers can match brands with the best possible affiliate partner to achieve a steady and rewarding ROI.
Players in emerging markets value bespoke experiences. Personalised journeys, gamified incentives, and dynamic rewards enhance engagement. Players have become accustomed to enjoying tailored promotions, game recommendations, and customised rewards based on their individual behaviour, preferences, and location.
Gamification elements, such as leaderboards, daily challenges, and achievements, enhance player engagement. The added interactive and competitive edge appeals to tech-savvy audiences, such as younger adults and older, seasoned gamers. For example, introducing ‘Pick’Em Player Props’ or ‘Daily Fantasy Sports’ fantasy games allows sports fans to engage uniquely with their chosen brands and favourite sports.
UX and UI are integral to any online casino or sportsbook. An iGaming platform's design and functionality should accommodate the target market's specific needs. A user-friendly interface adapted to regional preferences is non-negotiable. Brands must be visually appealing and intuitive and able to accommodate varying internet speeds and device capabilities, particularly in Africa, where connectivity can be challenging. Data-efficient, lightweight platforms ensure smooth operation even on low-end smartphones. A streamlined, intuitive interface builds trust and keeps players engaged, reducing churn.
Operators should have a clear vision of how their brand should look. Colours, typography, and aesthetics all play a part in connecting with people. Design is a continual development process. Design teams must actively assess and reassess how best to improve their brand and better their offerings.
Regulatory compliance and player protection are always priorities. Localisation should include Responsible Gaming features like self-exclusion tools, deposit limits, and partnerships with regional support organisations that align with local regulations.
Adopting a proactive, localised approach to player protection helps a brand and its players in many ways. Operators that prioritise player welfare enhance their reputation and improve brand longevity. Honest and open business practices demonstrate a brand’s reliability to both players and the authorities.
Compliance in iGaming is multifaceted, covering licensing requirements, data protection, anti-money laundering (AML) measures, and fair gaming practices. Adhering to these regulations is crucial for avoiding legal repercussions and building trust among players and stakeholders. By integrating compliance tools such as KYC protocols, age verification, and real-time transaction monitoring, operators can ensure transparency and maintain a secure, lawful gaming environment tailored to regional standards.
Finally, local expertise is invaluable when entering new markets. The complexities of regions such as Africa and LatAm mean things can get lost in translation, resulting in, at best, poor ROI and, at worst, legal proceedings. Every market has distinct regulatory frameworks, cultural nuances, and player behaviours that can significantly impact success.
WA.Technology’s expert team exemplifies the value of local knowledge and established experience. The many notable names of professionals include:
Collaborating with such experts allows operators to adapt quickly to market shifts and deliver a truly localised gaming experience that resonates with players.
Localisation is a broad term for a business-wide approach that personalises every aspect of a brand to maximise impact and give operators the best chance at achieving their goals. Localising for emerging markets requires a strategic plan that considers every element of player interaction, from payment methods to cultural sensitivity.
Addressing these ten key areas by collaborating with localisation experts and trusted partners such as WA.Technology, operators can unlock the immense potential of these exciting regions and establish a firm foundation for long-term success. Combining tailored products with insights from experienced local professionals, iGaming operators can create engaging, culturally resonant platforms that drive player acquisition, retention, and satisfaction.
Explore how WA.Technology’s full spectrum of award-winning personalised and localised iGaming solutions can empower your iGaming brand to excel in Africa, LatAm, and beyond. Reach out today for tailored advice and world-class support.
WA.Technology is committed to Responsible Gaming practices. Read our Responsible Gaming Statement to learn more.
W.A Technology Group Limited
Registered address:
19-21 Circular Road, Douglas IM1 1AF, ISLE OF MAN.
Email address: hello@watechnology.com
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