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Games developers should pay closer attention to localisation to claim a bigger slice of $116 billion global market

George Miller

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Games developers should pay closer attention to localisation to claim a bigger slice of $116 billion global market
Photo Credits: ohishiftl/Fotolia
Reading Time: 2 minutes

Games developers looking to optimise their chances of success in a global market that is now worth almost $116 billion need to pay closer attention to localisation if they want their game or app to reach the widest possible audience.

International translation agency Asian Absolute says that as the size of the global consumer gaming market continues to increase, failure to localise effectively risks being cut off from a huge potential audience for your product. The company points out that only 27% of the consumer game market is English-speaking, with some of the largest other segments being speakers of Japanese, Korean, Russian, Mandarin and Cantonese – the Chinese online and mobile game market is valued at over £22 billion.

To achieve the greatest commercial success and get the largest possible revenues and downloads, game developers need to reach a genuinely global audience,” explains Asian Absolute Managing Director, Julie Guigere.

This means speaking their language but that’s more than just having the words on screen translated correctly. You need to also consider the cultural context in which the game was created. This means recognising that that, if you’re in the UK, your points of reference will not be the same as a gamer in China. If you’re in Japan, a user in the US will not necessarily find your user interface easy to navigate.

Miss Giguere adds that if you compare the costs of developing a game with the cost of localising it for other markets versus the potential increase in market reach, it makes sound commercial sense to localise. This is all the more apparent if you consider that 50% of the countries in the Top 10 for downloads and revenue in the Apple Store are non-English speaking, and 80% of the countries in the Top 5 for downloads and revenue in the Google Play Store are non-English speaking.

It’s not as simple as saying you now have a “Spanish” version of your game or your app,” she continues. “The Spanish spoken in Mexico, Argentina or Spain will all differ and a gamers in Hispanic America may be put off by cultural references which only make sense to an audience in Spain.

Developers who make their games completely accessible to users in multiple territories not only gain commercially but also through brand appreciation.

The increasing global connectivity of gamers as a whole adds up to considerable profit potential. But it also adds up to a large number of potential users being exposed to your product and then becoming upset if it is not possible for them to enjoy the game comfortably. You only have to look at any review site to see the number of comments demanding localisation in the user’s preferred language. These days, game localisation is viewed increasingly as a gamer’s right rather than a privilege.

Founded in 2000, Asian Absolute is an international translation agency with offices in London, Beijing, Chiayi, Melbourne, New York, Panama, Bangkok and Varna. It provides translation, localisation, interpretation and marketing services required for success in global markets by enabling businesses and other organisations to communicate confidently and effectively in any given language.

 

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Camel Rock Casino Chooses VizExplorer

George Miller

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Camel Rock Casino Chooses VizExplorer
Reading Time: 2 minutes

VizExplorer, a leading provider of operational intelligence solutions for casinos, announced the execution of a new license agreement to deploy its floorViz™ and campaignViz™ solutions at Camel Rock Casino, operated by the Pueblo of Tesuque.

The New Mexico-based casino exists in a highly competitive market with several other gaming properties nearby. To mitigate the competition, the Tesuque Pueblo tribe announced last year its plans to build a replacement casino on tribal land near the Santa Fe Opera.

Seeking to secure its player base and optimize revenues at the new casino, Camel Rock selected VizExplorer to uncover insights it needs to make informed, profitable business decisions going forward. Using VizExplorer’s floorViz, the team will determine which games to keep, which new games to invest in, and where to place them on the new gaming floor. The marketing team will employ campaignViz to evaluate and properly incentivize players during the transition to the new casino, and determine an effective player reinvestment strategy.

“We are eager to get up and running with VizExplorer and trust that the information and insights their solutions offer will help us improve our slot floor, increase visits and encourage more play among our guests,” says Michael Beach, Camel Rock Casino’s Director of Marketing.

“We’re thrilled that Camel Rock chose VizExplorer solutions. The choice signals a commitment to using technology to derive valuable insights to improve operational efficiency, which is key to winning in a competitive casino landscape,” said Kyle Gryzanoski, VizExplorer’s VP of Sales – Western Region.

Camel Rock Casino joins more than 50 other tribal casinos currently using the VizExplorer platform. The agreement was handled by VizExplorer reseller Game Changing Technologies, a provider of licensing and consulting services to companies doing business in the casino industry.

 

About VizExplorer:

VizExplorer offers operational intelligence (OI) solutions to the gaming industry. The next generation in data-driven decision making, OI lets businesses analyze live, fast-changing data and take immediate action using a single toolset. VizExplorer’s tools help enterprises address smart space and profit optimization, marketing campaign management, CRM and customer service, and service and dispatch management. VizExplorer is led by a team of distinguished OI experts, seasoned industry veterans and world class software developers devoted to building the very best products backed by extraordinary support. VizExplorer is headquartered in San Diego, with offices in Las Vegas and Wellington, New Zealand.

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Press Releases

Wazdan pushes the boat out at iGB Live!

George Miller

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Wazdan pushes the boat out at iGB Live!
Wazdan hosted a dinner aboard an Amsterdam boat to celebrate a successful iGB Live!. Wazdan partners enjoying a dinner party during iGB Live! aboard a canal boat in Amsterdam; Left: Nigel Renouf, Business Development Director, Twelve40 and Simon Niebuhr, Content Relationship Manager at Iforium
Reading Time: 3 minutes

Friday, July 20; 2018, Malta – Game-producer Wazdan hosted partners and the media to a boat party on Amsterdam’s canals to celebrate what has been a meteoric rise in the gaming world in less than a year as well as to mark two major game launches during iGB Live! The company had plenty to celebrate, this week alone Wazdan launched both Fruits Go Bananas™ as well as the much anticipated Spectrum.

In what has been a great year so far, Wazdan opened a new European office in Malta with a big party last month, won Hot Product Award at G2E Asia, as well as Start-Up of the Year Award at MIGEA Excellence Awards, was nominated for the EGR awards, have released a slew of new games and signed with some of the biggest names in the industry including EveryMatrix, Videoslots, SlotMillions, Tipbet, Iforium, iSoftbet, Evenbets, Groove Gaming, Globalplay and Rabbit Entertainment, amongst others.

The hosts welcomed their guests with a delicious dinner party on board the vessel as it cruised Amsterdam’s main canals. As a special treat, wooden boxes of exquisite hand-made chocolates were distributed to guests themed for Fruits Go Bananas™.

Apart from Fruits Go Bananas™ and Spectrum, Wazdan has launched a myriad of games this year, Book of Magic Deluxe, Magic Fruits 4 Deluxe, Dracula’s Castle, Magic of the Ring Deluxe, Magic Stars 3, Great Book of Magic Deluxe, 9 Lions, Double Tigers, Sizzling 777 Deluxe, Hot Party Deluxe, Corrida Romance Deluxe, Fruit Mania Deluxe, Football Mania Deluxe and Highway to Hell Deluxe.

Head of Sales at Wazdan Andrzej Hyla said: “Innovation is in our DNA at Wazdan and we are having great fun participating in this year’s iGB Live! showcasing our technology platform and our innovative Unique Wazdan Features. By showcasing what our technologists and games developers are capable of, we help to educate the industry on the depth of our talent pool and their capabilities. Wazdan has a technology advantage, and that has always been reflected in the games we produce. We’re delighted so many partners and friends could join us for this very special occasion on Amsterdam’s canals aboard this beautiful boat.”

Wazdan’s world-class studios are experienced in developing games and technologies for desktop, tablets and mobile, with a particular emphasis on mobile. The Unique Wazdan Features, that include the world’s first Volatility Levels™, Energy Saving Mode, Double Screen Mode and Unique Gamble Feature, are a central element to deliver Wazdan’s HTML5 slots for mobile, tablet and desktop and have been showcased throughout iGB Live!.

For further information visit www.wazdan.com

 

 

ABOUT WAZDAN:
Wazdan is a popular game producer, developing innovative casino games that deliver original, fun and truly omni-channel player experience. Offering an extensive game library of over 100 HTML5 slots, table games and video pokers, Wazdan is gaining popularity on the iGaming market thanks to the great quality of their games, interesting themes and engaging gameplay. Wazdan’s game portfolio consists of such popular titles as Great Book of Magic Deluxe, Magic Target Deluxe, Valhalla and Wild Guns and soon will extended with new amazing slot games, including Los MuertosTM, Mayan RitualTM and Captain FlyntTM, among others. Wazdan releases new, exciting titles on a regular basis and equips them with Unique Wazdan Features: innovative Volatility LevelTM, exciting Unique Gamble Feature and mobile-friendly Energy Saving and Double Screen Modes. Wazdan holds a number of  European trademarks including for their world’s-first Volatility Level TM. Their extensive portfolio of clients includes some of the top gaming operations in the industry. The company is headquartered in Malta and holds licenses issued by the UKGC, the MGA and complies with Curacao regulations. Furthermore, their games use the RNG certified by the NMi, which ensures reliable, fair and secure gameplay. Wazdan’s Sales Team is showcasing their products at iGB Live! in Amsterdam from July 17th to the 20th.

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BetConstruct Press Releases

BetConstruct to open its platform to competing sport betting solutions

George Miller

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BetConstruct to open its platform to competing sport betting solutions
Reading Time: 1 minute

BetConstruct announces that their platform is now open to third party sportsbook solutions.

 

BetConstruct is known for being flexible, not greedy and partner-oriented. Although the company develops most of the products in-house, they also offer partners the alternatives developed by competitors.

“In short, we don’t play God to our partners and let them decide what’s best for them,” says Vigen Badalyan, BetConstruct Founder and CEO. “However, there are some restrictions. Where success of the vertical depends on liquidity, we limit the offer to our own product. Exception until today was the sportsbook. Today we are opening our platform to all sportsbooks. Just as we offer slots from Microgaming, NetEnt, Red Tiger Gaming and others along with our own content, we decided to offer sports betting products from our colleagues to our partners,” stated Mr. Badalyan.

This unprecedented move provides operators with the choices they didn’t have until now. Staying true to its philosophy of cooperation within the industry, BetConstruct believes that they’ll benefit from diversifying their sports betting offering as they benefited from diversification of their offer in all verticals.

BetConstruct is an award-winning developer and provider of online and land-based gaming solutions with development, sales and service centers in 16 countries.
BetConstruct’s innovative and proven offerings include an extensive range of products and services, including Sportsbook, Sports Data Solutions, Retail Solutions, RNG & Live Dealer Casino, VR Casino, Poker, Skill Games, Fantasy Sports, Social Platform and more. The latest addition is the industry-first complete management infrastructure, SpringBME (Business Management Environment).
All partners benefit from the BetConstruct Spring platform with its powerful back office tools and all-inclusive services that empower operators’ growth and help contain their costs. From stand-alone set up to turn-key and white label solutions, BetConstruct offers its partners unfettered opportunity to succeed.

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