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Top 5 Trends which are Shaping the iGaming Industry - Part 2

Top 5 Trends which are Shaping the iGaming Industry - Part 2​ In part 1, we took a look at the iGaming industry as a whole and also listed 3 of the top trends which you, as a game operator or online casino gaming software provider need to look at. These 3 points were Content Commoditization, Regulation in Europe, and Player Acquisition. If you read part 1, and we really hope you did, you also would have noticed one central constant; localization. Here at GTH, we’ve been a unified localization provider for over 10 years now, and in all that time, we’ve been serving a huge array of game operators, online casino software providers, and affiliates who run iGaming reviews websites. We also cover an endless list of other verticals, but as this blog post is all about the iGaming industry, we’re focusing on that. In over 10 years of serving clients in the iGaming industry, the one constant we’ve noticed is that localization isn’t given the attention it needs, but more importantly, deserves. Throughout this blog, we’re going to be looking at the other iGaming trends you’re going to have to take into consideration, but we’re going to be peppering all the trends with a hint of localization. Without further ado, let’s jump right into the next iGaming trend! iGaming Trend 4 - Going Mobile As a game operator, you’re in the business of serving your clients (a.k.a. players), and to serve them better, you’re going to have to give them what they want. What 70% of them want is a mobile gaming experience. Our partners at Gartner and Forrester - two of the biggest statistical data firms in the world, have been kind enough to share a neat stat with us. 69.8% of ALL iGaming turnover throughout 2019 was generated via a mobile device.  The interesting point is that this number has already exceeded the 74% point in 2020, and we’re only midway through the year. The migration from desktop to mobile increases, and the need for desktop gaming is dwindling.  If you’re in the iGaming industry, you’re going to need to truly understand mobile if you’re going to be in a position to create better experiences for your players, and your players want “experiences” which fit neatly within the palm of their hands.  What we are finding is that the debate over portrait or landscape gaming modes is in a state of flux. We’re also seeing that mobile gaming UX is in its infancy across the entire iGaming. If you are to look at great examples of game operators that have leaped to new levels when it comes to mobile gaming, you need not look any further than Mr Green, Leo Vegas, and, Pokerstars. These operators have curated exciting and engaging mobile experiences for their players and they’re definitely leading the way in mobile game excitement. Ignoring the glaring stat from above, why should mobile be so incredibly important to your future gaming plans? The simple reason is that mobile gives you the opportunity to create a truly immersive and personalized experience. It’s already one of the key driving forces in the iGaming industry and is set to drive the future growth of the industry even further. How can we, here at GTH, be of assistance? When it comes to the localization of your mobile games, we’re on hand to carry out every localization process you could need. We’re already working with a host of game operators on the front and we’d be more than happy to talk to you about all your localization needs. iGaming Trend 5 - AI & Data When we talk about “data”, the data you should be collecting on your players needs to be used to give something back to your players. This customer-centricity and data-driven decision-making philosophy needs to be at the forefront of everything you do. To be honest with you, never has that philosophy been more true and apt today for the iGaming industry.  Data plays a huge part and should be viewed as being the backbone of your strategy as it’s your data that’s going to be assisting you when it comes to creating responsible gaming, and it’s your data that’s going to providing players with personalized experiences. We then have new machine learning techniques and AI, which allows you to process this data quicker. Quicker processing times mean that you’ll be in a position to make faster and more informed decisions than ever before, and in real-time.  When it comes to game operators, the combination of data and AI allows you to build recommendation engines for games, as well as spot abnormal player behavior. Data and AI, when used in tandem, allow you to create better player experiences. You’ll also be in a better position to maintain greater control and adhere to responsible gaming regulations and standards, which as we saw from part 1, is essential. When we’re talking about data and AI from the viewpoint of the online casino game software provider, machine learning and AI have such a huge role to play. Why? Because the traditional dashboards we’ve all been accustomed to will soon become a thing of the past. We’re already working with software providers who are developing and pushing out intuitive, far greater designed interfaces that don’t just tell you what the problem is, but also suggest how and where to improve. Machine learning isn’t just the future, but it’s the present, and right now, machine learning is already empowering employees with their productivity. How? By allowing them to spend more time on the insights and decisions that matter, rather than being heavied down with data collation and reporting. If you’re a software provider and you’re looking for content and localization, let us know and we’ll show you how we can help. iGaming Trend 6 - iGaming Mergers and Acquisitions As is the case with all major industries, mergers and acquisitions (M&A) are a big part of life within the iGaming industry. In the last few years alone, we’ve seen a shakeup of the industry, seeing SG’s acquisition of NYX / OpenBet, as well as a host of other major acquisitions, which have shaped and are changing the iGaming industry.  Why are we seeing more M&A’s than ever before in the iGaming industry? The simple reason is that game operators and suppliers are looking to consolidate. They’re looking to find complementary and/ or new assets, gain footholds in new markets such as the Asian and LatAm markets, and especially where booming new spaces such as eSports are concerned. We’re also seeing a change in the sportsbook iGaming side of the industry, especially after the US Supreme Court ruling in 2018 in favor of the state of New Jersey, which effectively killed PASPA (Professional and Amateur Sports Protection Act), which was the federal law that essentially limited sports betting to one state (Nevada) for the last 25 years. PASPA was declared unconstitutional in the 6-3 decision, and this meant that new states such as New Jersey can establish sports gambling. This is why we’ve seen such a surge in new game operators in the US over the last two years. We’re onboarding new game operators and affiliates wanting to leverage the new gambling laws each week, and this is adding to the M&A which are taking place. Game operators are also looking to attain and leverage scale, and it’s super exciting for all of us here at GTH to see the iGaming change. There is, however, a lesson to be learned here, and that lesson is that with the constant and fast-paced changes in the iGaming industry, we’re going to look back in 10 years from now and probably not recognize the industry. With so many factors at play and so many influencers adding their tentacles to the iGaming pie, gaming has taken on a new, thrilling face. Technology and innovation drive the iGaming industry forwards, and this momentum means that game operators, gaming software providers, and affiliates need to work on constantly improving their products and their customer/ player experience. This is achieved by putting into practice the things we’ve learned over these last two blog posts. Having great, localized content also plays a huge role, and we’re plugging it here again. We’re not apologizing for the localization plug. Before we end this two-part article, it’s good to note that every piece of activity brings a new challenge and opportunity, and there’s so much more to come. The iGaming future looks bright, and we’re proud to be a part of it, offering localization and content to any game operator, software provider, or affiliate who is part of this iGaming space. Calling all Game Operators We hope you’ve enjoyed these two articles. Both were written by our awesome Copywriting Team here at GTH, with our Localization Team having a big input. Localization and content is key to everything you put out there as a game operator. Everyone here at GTH is ready to empower your brand to keep up with the iGaming trends. We know you want to stay relevant and we have what it takes to ensure you do.  Whether you’re about to launch an online casino, sportsbook, poker room or another iGaming site, we’d like to hear from you. Our localization and content audits can be just the tonic you need to ensure you get off to the very best footing. We’ve got the iGaming localization experience you’re going to need if you’re to make the splash you’re looking for in the new country you’re launching in. Go ahead and drop us an email sales@gthtranslation.com. We’ll arrange a call and show you how we can really help your brand grow Share on facebook Share on twitter Share on linkedin

Top 5 Trends which are Shaping the iGaming Industry - Part 1

Top 5 Trends which are Shaping the iGaming Industry - Part 1​ Here at GTH, we’re by no means “newcomers” to the iGaming industry as we’ve been serving game operators, software houses, and affiliated gaming services with localization and content for over ten years now. In all that time, we’ve been watching the iGaming landscape evolve at an incredible rate first-hand. As we’ve been serving iGaming clients for years, we thought it prudent to create a two-part blog series on the trends which are shaping this fantastic, ever-changing industry. In this first part, we’re going to be covering the first three trends, which are Content Commoditization, Regulation, and Player Acquisition. Claiming the iGaming industry is fast-paced is an understatement What we can definitely tell you is that iGaming as an industry moves very, very quickly. Why? It’s down to several factors, one of which is the players. Players are always on the lookout for new experiences and the next thrill. Secondary to the players are the regulations that are in place. The gaming regulation landscape shifts and molds the iGaming industry more than you think. These changes in regulation, coupled with the wants and needs of players are creating new markets, and it’s interesting to see that pressure is being applied to the more established iGaming markets. Then we’re seeing a shakeup in the market when it comes to the gaming operator landscape. We’re seeing a lot more merger and acquisition (M&A) activity.  If you’re involved in the iGaming industry, this article is definitely for you, as we’re going to show you what we believe you need to do to keep one step ahead of these trends and changing iGaming dynamics. You want to remain relevant in an industry where “pace” is defined by speed, and we’re going to be covering the top 5 iGaming trends which are now shaping this industry. These iGaming trends are the factors that are impacting the digital gaming space, plus they’re driving innovation and could shape the iGaming industry over the next 12 months. Let’s jump right into the first iGaming trend. We’re going to be beginning with content, because, for starters, content is one of the key driving forces of the iGaming industry, plus we’re empowering a host of game operators as well as software houses with all these content and localization needs. iGaming Trend 1 - Content Commoditization If you’re in any doubt that the iGaming industry is ruled by content, go ahead and remove that doubt. As our Team here at GTH keep reiterating, “content is king”, and in an industry such as iGaming, which shifts based on content, you see why it’s such an important commodity.  Content is one of the driving forces, given that the iGaming market is built on a never-ending well of it. This content covers a variety of different player experiences, but there is one challenge that a lot of the game operators and software houses that approach us are telling us is holding them back. That’s the differentialization (yes, we’ve just made up another word).  With over 50 games being launched every month, standing out from the crowd is becoming increasingly difficult, and this is the challenge many game operators and software houses are having to deal with. As well as the 50+ game launches every month, there are over 3,000 titles already in existence in the market today. Thing is, how many of these games are truly different? If we take a look at the games which are outperforming the rest, we see what? We see that these games share some common traits, which include captivating themes and unique math or reel arrays.  Those of you who are keen gamers (like the majority of us here at GTH), will know what we’re talking about when we talk about “unique math or reel arrays, and these can be seen in Big Time Gaming’s title, Megaways. If you’re not too familiar with Megaways, it’s a random online slot game which houses a reel modifier that delivers hundreds of thousands of ways to win. It does this by changing the number of symbols that appear on each reel during a single spin, and online casino players are loving it. Basically, with every spin, a different number of symbols lands on each reel, and this provides tens of thousands or even hundreds of thousands of ways to win. We deal with an extensive list of affiliates who review online casino websites, and Megaways is often talked about. So, we’ve seen that software houses, as well as game operators that host these games, need to think differently when it comes to creating content. Thing is, if you’re truly going to stand out, you’re going to need additional content strategies that work to bring two factors together;  great content plus implementing math models from tried and trusted land-based casinos to your digital platform. When it comes to iGaming software providers, we’re seeing that SG Digital is top of the pack on this front, with its brands WMS, Bally, and Barcrest. Why? Because SG, along with its brands, is developing exclusive content based on what players like. Think about it, the games you’re creating or adding to your online casino, sportsbook, or poker room are there to serve your players, so give them what they want. If you look hard enough, you’ll find that there are many great examples of how iGaming software houses are creating new and exciting player experiences in a crowded content marketplace. Think differently about how you’re going to structure your content, and the rest will follow. We get asked by our iGaming clients how we can help them bring their game to life. Our answer is always the same; we do this by creating exciting and different content. You see, gone are the days when just promoting a game in different magazines as “Game of the Week” guaranteed success.  Think about it, when you’re going to launch a new game, what are the steps you take? When it comes to us empowering a software house or a game operator with a game launch, we add a few spices into the mix. These include us ensuring the game has a fantastic and engaging theme, is accompanied by all the bells and whistles we can fathom, and finally, we package all of this together neatly.  We ask all game suppliers and operators the following question:  How can you present this “package” to players in the simplest, most enticing way? With so much content available, presenting your new game as is just won’t do; not in today’s market. If you’re going to make a splash, you’re going to have to promote your game in a new and refreshing way. And if you’re going to be promoting it in multiple markets, using different gloves for different markets, a.k.a. “localization” is going to be key to your game’s success. iGaming Trend 2 - Regulation in Europe Regulation, regulation, regulation! If you’re in the iGaming industry, you can’t get away from it, can’t hide from it, or evade it. Regulation, if not dealt with properly, can become the Boogeyman, or The Babadook. See, we even managed to get a film reference in!  If regulation isn’t at the top of your list, and you’re involved in the digital gaming industry, change your mindset. Why? Because regulation is more prevalent than ever. We’re reaching the point where markets are maturing; are becoming established. They’re maturing because players have come to expect a certain level of service and quality from game manufacturers and operators. And do you know what? As the markets continue to grow, the maturing of these markets will correlate even further with the regulators. This correlation will see regulators continuing to evaluate their policies and implement new ones to keep the iGaming industry accountable. Whether you like it or not, you’re going to have to change and adapt with the regulators. This, as they say, is a fact of life within our industry. As a game operator or as a supplier of games, you’re going to have to be a lot more proactive. For instance, did you know that the recent Competition and Markets Authority changes in the UK have provided insight into how there is a difference of interpretation across the iGaming industry? Take note; regulators play an almighty role in the iGaming industry. As a game operator or software house, you’re going to have to do better at staying ahead of the regulatory curve. We’re quite shocked at how many clients come to us with their localization and content needs and don’t fully realize the full importance of the regulator they need to please in the target market they’re trying to enter. iGaming Trend 3 - Player Acquisition One of the key aspects we look at when localizing a game operators website, communications, and everything related to their brand is the approach to attaining more players and retaining the players they have. Make no bones about it, the majority of game operators have a challenge, and it’s how to bring in new players and retain the existing players they have. The costs to remedy these two massive challenges aren’t low; in fact, they’re increasing. And another spanner that’s been thrown into the works along with spiraling ad costs are the advertising restrictions now being imposed by the regulators. Responsible gaming is now a key part of the industry. Then you have to know when, where, and how to contact your players. When it comes to retaining a player, you need to fully understand your players’ demographics, psychographics, and habits. By being able to understand your players’ behaviors, you’re going to be in a much better position to create and offer enhanced, personalized experiences based on the behavior of your players. You’re not alone as many industries have been through this same marketing shift, and iGaming is no different. If there’s one thing we’ve noticed over the last ten years of working with game operators, it’s that personalization significantly enhances relevance. Data, science, and technology play a role in understanding your players’ behavior, but if you want to truly understand a player’s behavioral patterns, you’re going to have to reach out to them on a local level. There’s that word again, “localization”. You’ll notice that we talk about it a lot. And seeing that we’re a unified localization provider that’s been there and done it, you sort of see why we’re so insistent on using localization to help you understand the true behavior of your players. As a game operator, you’re going to need to understand the nuances of your players. Once you do, you’ll have the foundation for a smarter, more effective player acquisition and retention strategy.  What do your players want? For starters, they want to be engaged. Secondly, they want to be engaged, but within the construct of responsible gaming. This next point is key, so jot it down… There’s an outstanding; no strike that, a tremendous opportunity to reward and encourage the right play while highlighting when players are displaying the wrong type of behavior. As a game operator, you need to be able to suggest or automatically implement innovative ways to stop or amend player behavior if they’re displaying the wrong type of behavior. That’s all for this part. In part two, we take a look at Going Mobile, Strong Data and AI, Mergers & Acquisitions, and what you need to do to stay relevant in this ever-changing iGaming space. Click here to access part two of the Top 5 Trends which are Shaping the iGaming Industry.  Calling all Game Operators We hope you’ve enjoyed this article. It’s been written by our awesome Copywriting Team here at GTH, and our Localization Team has had a great deal to play in the creation of it too. We’re sure you noticed how we kept on reiterating just how important localization and content is if you’re a game operator. We can’t stress this point enough, and we’re here to empower you to keep up with the iGaming trends and to keep your brand relevant.  If you’re about to launch an online casino, sportsbook, poker room, or another iGaming site, we’d like to hear from you. We’ve got the experience and the know-how you need to make the splash you’re looking for, especially if it’s in a new market/ country. Go ahead and get in touch. We’ll arrange a call and show you how we can really help your brand grow! Share on facebook Share on twitter Share on linkedin

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