Content localisation: The EveryMatrix essentials [Video]

As new igaming markets continue to launch and established markets regulate and evolve, operators must offer content to suit unique regulatory requirements, user preferences, and technical infrastructures. Stian Enger Pettersen, chief executive officer of casino at igaming software provider EveryMatrix, believes operators must leverage existing technology, knowledge and expertise to create a market-specific content strategy that really delivers on what players want.

Igaming operators are seeing emerging regions like Africa and Latin America (LatAm), which currently capture a share of 3.4% and 4.7% of igaming global gross win respectively, as key markets for growth. Driven by regulatory changes and increasing digital and mobile adoption, countries including Brazil, Colombia, and Peru present new and exciting opportunities for local and international companies.

Enger, however, points out that alongside opportunities, new markets bring challenges. “Regulatory frameworks and content availability are just part of the challenges operators need to mitigate. Competing with already established …

Tags Marketing Automation, Marketing Channels, Marketing Goals, Marketing Strategies, Target Audience