for people to understand and get the content they ’ re looking for if it ’ s in their interest .”
From West to East
For affiliates looking to break into the Indian market , Gourav Pilania ’ s advice is to make sure the brand is fully optimised for mobile before presenting it to Indian players .
“ You need to have a mobile-first priority for your brand and optimise resources for that ,” he says . “ If you look at the search volume for app keywords you ’ ll quickly realise the importance of mobile .
“ Also what works in the West certainly does not work in India . I ’ ve sometimes come across affiliates and operators using western gaming lingo and jargon which Indian users might not understand and could also be culturally inappropriate ,” he adds on the importance of context .
“ So it ’ s really important to develop a relationship with the target audience and having Indian
The central government is better placed to determine the policy agenda for online gaming
GOURAV PILANIA , IGAMING CONSULTANT
people from across regions on the team to give you a definite edge .”
To understand the Indian igaming audience as a UK marketing company with a presence in India , Mediarun Digital employs a local team who provide on-the-ground intel to Raman .
“ The insights , combined with our global perspective and understanding of the industry , enable us to anticipate local market trends effectively and provide an edge to local and international competitors ,” he says .
Deepanshul Rana shares Raman ’ s views on localisation and the necessity to acquire or assemble a team based in India to make affiliation work there . “ Localisation is definitely required and that ’ s why people are still looking for Indian talent to then understand where and how they can fit into the ecosystem and understand how it works for those close to the ground ,” he explains .
Despite the uncertainty around India ’ s future legal position on igaming , any affiliate looking to get in on the action needs two things above all else . First , to understand the cultural complexities at play in such a vast country . And second , to have access to an India-based team to get the most out of the content for the different audiences .
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