The Multilingual Casino: How Language Diversity Fuels iGaming Success

The Central Role of Language in the Growth of iGaming

Casino online like DraftKings, and the industry in general is undergoing incredible changes at this moment. With esports becoming a wider area, new regions under dispute like the US and the APAC, on-going changes in EU regulations, the implementation of 5G and mobile technologies, the behavior change due to the pandemic, and technologies like augmented reality, voice, and web3, nowadays it’s an abandoned gold mine that is full of potential.

Nevertheless, this amount of disruption which leads to heightened customer expectations and greater competitiveness is perceived as a new normal and the companies which fail to adapt to this change will render themselves vulnerable and may not be able to survive in the market. In most cases growth is not just an allowance but obligation.

The door to these potentials will be unlocked for businesses when they go beyond the players expectations and impress them by creating attractive customer experiences, showing trustworthiness and differentiating themselves from others. Primarily as the medium of the message, language plays a major role towards this end.

Language: A Barrier or a Lifeline?

In these times where consumers do not favor good to great, only brands which are able to deliver an immersive experience consistently at each touchpoint of their customers' journey will prosper. Language inclusion in the battle adds a new twist, because it is like running into the ultimate opponent in a video game—it is an obstacle that can not be gotten around without effort and strategy. With 72% of the world population being non-English speakers, localization is the key step for any business to succeed globally.

In addition, the significance of language is not just limited to purely communicating purposes as it conveys the importance to customers as well. Based on a Report, 57% of consumers believe that companies that don’t take into account the multilingual traffic by offering comprehensive multilingual experiences are unwelcoming and therefore look like they are encroaching on other people’s culture. In addition, 44% of consumers link to the brand more persistently when it communicates in its native language.

Language provides the connection by helping to forge the bond of trust based on a shared experience and facilitating compassion. It adds to customer loyalty—74% of consumers would cease to use brands without customer services in their native language— and improves spending, for 64% would rather pay more for services with an entire localized customer service.

Yet, caution is advised: Localization as a craft, it is possible to make the mistake that will leave an indelible mark on your product for eternity due its wrongness.

Thus, pursuing expansion without a language strategy is akin to attempting to scale Mount Everest without oxygen: The intricacies of navigating the expansion journey and delivering a consistent experience, accessibility and quality across different languages or shouldering such a task without a tactical plan is almost impossible.

Three Obstacles Impeding Multilingual Growth

In addition to the witty glitches that emerge, there are, in fact, three main factors of the barriers that stand against multilingual expansion,

1. The inefficiencies of traditional approaches.

2. Ensuring unity in customer experience is vital across the entire spectrum.

3. It is about spearheading experience translation sessions repetitively.

While some translation companies chose to go further and employed saving time as above all while still using Machine Translation, others prioritize quality but take too much time to prepare for each job and solely rely on human translators. But the two strategies used separately have not been able to be asserted as the ultimate solution yet.

Bridging the Language Divide with LangOps

Successful localization is not an accident; it comes from precision and being solid in implementation. Therefore, a Language Operations (LangOps) framework has been adopted by top companies. LingoOps comes up with a big shift in learning and translating languages, which drags in the latest technology, overcoming the vulnerable ground up approach of the traditional methods. Through this strategy, machine technology is utilized for quick and more proficient translation, with an integration of quality management tools whereby human editors gets into the work when the need arises. Secondly, transparency is intensified by in-depth reporting for clear, accountable processes which ensure businesses accurately determine improvement opportunities.

With LangOps businesses can optimize their performance to maximize the efficiency by,

1. Media made it possible to distribute content around the world more efficiently, thus making it available everywhere equally.

2. Hence, one no longer needs to employ someone from the local population or to pay for the provision of skills in foreign languages.

3. It is important to harness working employees and company experts in order to meet customers' needs.

4. For consistency, the same phraseology or expression in the translation should be implemented.

The LangOps central management system also defines that teams remain unified, allowing better resource management where needed. The gains made by the elimination of wasteful steps is beyond any doubt. The best evidence of this are the LangOps successful experiences of many companies that are at the top of their game such as Wargaming, a game developer that won several awards, for instance, where they presented with features one after another, the quick completion of projects, the higher rates of conversion, the cost reduction, and the improved customer satisfaction.

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