Sportsbook localisation: How to get it right in local markets
“By offering localised sports, betting options, and tailored promotions, operators can engage players more meaningfully, leading to up to an 80% increase in retention rates,” said Belousov. He explains that players who feel understood and valued are more likely to stay loyal, ultimately boosting lifetime value and driving significant revenue growth. But to capitalise on the opportunities local markets bring, Belousov is adamant that sportsbook operators must get their localisation right, and that’s exactly what the GR8 Tech betting platform provider offers.
Understanding regional preferences
Localisation requires the sportsbook to align its content with regional preferences. Belousov gives the example of India, where cricket is the most popular betting market. “To cater to this preference, GR8 Tech offers a 24/7 cricket feed with over 600 unique events monthly, including niche cricket content and e-Cricket. This has led to a 30-40% increase in cricket revenue for GR8 Tech’s clients”.
A study by Ken Research revealed that in India, online gambling is particularly popular among 36- to 44-year-olds, with a majority of 36- to 44-year-olds in Karnataka engaging in online gambling. These users are active for between 11 and 20 hours per week. The study also revealed that over 25% of the respondents face challenges related to fraud, unauthorised transactions and complications with the withdrawal process.
“Part of localisation involves finding practical solutions to nuanced regional problems. India is predominantly mobile-first, with up to 95% of betting revenue coming from mobile devices. However, the country’s mobile infrastructure cannot keep up with consumer demand. Congested, low-quality 4G networks mean reduced internet speeds are a common problem.”
Sportsbooks can counteract these issues with creative technical solutions, including lightweight frontend solutions and enhanced mobile optimisation. “By addressing slower internet speeds with lightweight solutions that ensure fast loading times, we significantly improve user engagement and retention,” explains Belousov.
The importance of localised payments and support
Localised payment methods and region-specific customer support are two components that have a direct impact on engagement and retention. They are essential for making a sportsbook more accessible and relevant in new markets.
Different regions have preferred payment methods, such as mobile money (MOMO) in Africa and instant bank-to-bank payments (PIX) in Brazil. Offering local, recognisable payment methods ensures smoother transactions, making it easier for players in that region to make deposits and withdrawals.
“Not only is it more convenient for players, but it also builds the operator’s trust and credibility”, says Belousov. Players in some jurisdictions can choose between local and international payments, but for others, the localised method is the only accessible option.
Belousov notes that customer support in the local language, tailored to cultural norms, improves communication and problem resolution. “Players feel more understood and valued, which fosters loyalty and reduces the risk of frustration or churn.” He explains that when familiar language and regional-specific terms are included, the sportsbook becomes more intuitive and relatable for users. Offering both localised customer support and the region’s most popular payment methods are therefore “crucial for attracting and retaining players in new markets.”
Regional compliance and its challenges
Every legal gambling jurisdiction has regional-specific laws and regulations. Attempting to enter new markets using a blanket ‘one-size-fits-all’ platform not only results in low player engagement but can also lead to complex legal issues. Operators must be aware of content-related igaming laws, data privacy laws, responsible gambling requirements, restricted payment methods, financial restrictions, and more.
GR8 Tech uses a flexible, adaptable infrastructure that ensures compliance to each country’s legal and regulatory requirements. “Key areas include KYC standards, where GR8 Tech supports operators in meeting local identity verification laws, and responsible gambling tools, such as deposit limits and self-exclusion, where required,” explains Belousov.
Using the Peruvian operator Jugabet as an example, Belousov describes the actions taken to customise GR8 Tech’s sportsbook and igaming platform to suit the Peruvian market. With football being Peru’s most popular sport, the company added local leagues like Peru’s First Division, Copa Libertadores, and Copa Sudamericana, alongside other local European and international football leagues. “We also tailored the platform’s frontend, content, language options, and payment methods to fit local needs,” Belousov adds.
Jugabet utilises GR8 Tech’s in-house CRM solution and proprietary bonus engine to design campaigns that resonate with local players. According to Belousov, GR8 Tech’s flexibility and deep market understanding enable them to deliver “a seamless, compliant, and highly engaging product that stands out in competitive markets like Peru.”
Market latency and margin management
Latency is the delay between real-time gameplay and video playback. Though it may not cross the mind of some bettors, latency can cause problems for both the player and the sportsbook. A sizeable delay between the live stream and gameplay itself may result in costly in-play betting losses for players making snap decisions based on delayed information. These players then look elsewhere for sportsbooks with reduced latency, causing the operator to lose patrons.
Any sportsbook that offers live streaming must consider latency. GR8 Tech’s solution to minimise betting delays is to provide clients with a proprietary broadcast video signal. “Our technology can handle up to 20,000 requests per second with a latency of just 200ms, ensuring a seamless experience even for multiple tier-1 operators on the same platform,” explains Belousov.
He notes that by leveraging in-house software to minimise latency, GR8 Tech has experienced a 5-10% increase in sports turnover and GGR and a 10% boost to net profits, all without additional investment from operators.
The company has experienced similar success with its margin management tools. Belousov describes how custom margin tools allow operators to adjust margins for specific player segments and modify margins by sport, tournament, or event, empowering operators to balance profitability with player engagement.
“Operators can offer 0% margins on major leagues like the English Premier League to attract more players or create tailored offers for VIP segments, improving their betting experience.
“The flexibility these management tools afford operators has resulted in significant outcomes for us, including a 10-20% increase in GGR, a 15% boost in user engagement, and 8% higher retention among players receiving personalised offers. The adjustments can also be geo-specific, aligning with local market trends and preferences.”
Risks of non-localised sportsbooks
One of the most significant risks of non-localised sportsbook products is low player engagement and retention rates. Sportsbooks that only offer their product in English fail to resonate with local audiences and exclude a large proportion of potential new players. This is especially true with French, Portuguese, Spanish, or Turkish speakers Belousov explains.
The same applies to localised sports. By not catering directly to regional preferences, sportsbooks will undoubtedly experience low retention rates as players look elsewhere for their preferred markets.
Non-localised sportsbooks also risk non-compliance with local regulations. The sportsbook might offer prohibited content or payment methods, promote geographically restricted bonuses, or miss key regulatory updates, resulting in both the player and the operator engaging in prohibited gambling practices.
Geo-specific presets and custom solutions
A lack of resources and regulatory expertise means that operators attempting to localise alone may encounter significant issues. Expanding into new markets requires in-depth knowledge of localisation, regulatory compliance, and regional preferences. That’s why GR8 Tech offers geo-specific presets to help simplify the expansion process for operators.
These presets cater to each individual market, covering language options, currency, local content, and regulatory requirements, guaranteeing a seamless and culturally relevant experience in every jurisdiction.
“Building a trading team and accurately analysing local betting trends requires significant investment and knowledge. Without the right insights into local preferences, operators may struggle to provide the right content and offerings, putting them at a competitive disadvantage,” explains Belousov.
GR8 Tech’s templates give operators a robust starting point, providing core functionalities and consistency across markets. They ensure high player engagement from the start and allow the operator to focus on enhancing the player experience over time.
GR8 Tech also provides custom solutions for clients to achieve success across different regions. The company recently developed a custom lightweight frontend solution for the African operator Mojabet, which was struggling with load times due to low bandwidth and outdated devices.
In response, GR8 Tech developed a lightweight frontend for its proprietary sportsbook platform. “The simplified version traded some flexibility for speed, but it was ideal for the region’s technical constraints,” Belousov explained. After the upgrade, average load times decreased from over 10 to 1.5 seconds. This improvement resulted in a 12% increase in conversion rates and boosted player retention rates from 10% to 25%.
The streamlined design also increased user engagement. “By consolidating sports content onto a single page with intuitive filters, users could quickly find and bet on events, increasing time spent on the platform by 20%. Features like the Unified Sports Page simplified navigation, reducing user learning time by 30% and increasing conversion by 10%”, explains Belousov.