M ONT H I N M I NUT ES
RIGHT TO
MONTH IN NUMB3RS
Creating betting sites in different languages
> Patrick Eve > MD, TranslateMedia
€33m
amount paid by bwin.party in backtaxes ahead of its Spanish entry - see
finance news, p18
Creating and marketing an international betting brand requires more than direct translation of your website. For a brand to resonate with different markets takes what’s known as ‘transcreation’, the art of conveying the sense of the brand, rather than relying on a word-forword translation of the original. A gaming website requires users to trust the brand. Success relies on interaction between the brand and the consumer, who is not just buying a one-off product, but developing a relationship with the brand. 70% of internet users use languages other than English. With the restrictions on gambling in the US and the loosening of gambling restrictions in Asian markets, non-English speaking markets are more important to betting ?rms than to any other sector. There are local language and cultural reference points that should be considered when creating international sites. Sports fans in local markets will relate to different sporting heroes and icons in advertising campaigns. Taglines may not translate well so it’s interesting to learn from other sectors. Nike’s ‘Just Do It’ tagline has no meaningful Chinese translation, so it opted for the more locally appealing ‘Use Sports’. Gaming terminology will also vary not just by language, but by local market. Using native speakers within each region will ensure your site has local appeal. You might need to change the design of your website as well as the content. Colours or numbers can mean different things in different countries that might be relevant to a gambling audience. In China, red symbolises happiness and good luck (yet in Egypt it symbolises death) and the number eight has a particular association with luck.
2.8%
percentage of Caesars revenues contributed by online and social gaming, including Playtika - read our
cover feature on social, p32
POWER US
Five of the biggest players in the race to regulate online gaming in the US share the stage at this year’s eGaming Review Power 50 event in Surrey, England.
From left to right: Frank Shreck, partner, Brownstein Hyatt Farber Schreck; New Jersey Senator Raymond J Lesniak; Mark Lipparelli, chairman, Nevada Gaming Control Board; Tobin Prior, CEO, Fertitta Interactive; Kevin Sullivan, senior vice-president development, Boyd Gaming
€2bn
amount France’s newly-elected Socialist Party claims the economy was losing through opening the country’s egaming industry - see news
analysis, p29
“‘Disruption’ is an overused term, but I thought IGT’s acquisition of Doubledown Casino late last year was a watershed moment”
Rob Stevenson of Hooplo Media runs the rule over potential social acquisitions
see columnist p7
4
number of trophies taken home by Playtech from the eGR B2B Awards, including one for newly acquired Mobenga - see the full
list of winners, p42
THE EGAMING
RICH LIST
FAMILY TREE
The recent Sunday Times Rich List named several current and former egaming executives among the wealthiest individuals in the UK.
(Previous year's position in brackets)
10
www.egrmagazine.com