iGB Affiliate 95_iGB L!VE 2024 | Page 46

EMERGING MARKETS

self-regulated by the Japanese
government or municipal bodies .
However , there is no law
stopping residents from gambling
on foreign sites , which creates a
situation where the government
cracks down on the supply side
( companies ) but not the demand
side ( players ) – with implications
for marketing and SEO .
Robust gambling licences were
initially predicted for 2020 but
were waylaid due to the pandemic .
Pretty soon , though , things will
move at a greater pace with
land-based casinos entering into
Japan ’ s market by 2025 .
This regulatory evolution , slow as
it is , will almost certainly contribute
to demand for online channels ,
and the normalisation of types
of gambling that are a common
feature elsewhere in the world .
With this in mind , it would be
of no surprise if home-grown and
international affiliates started
to become more overt in their
marketing strategies , laying the
groundwork for further regulation
not unlike what we ’ ve seen from ‘ advisory ’ and ‘ informational ’ affiliate sites in jurisdictions like the US , Brazil and Canada .
While a slow legislative process is a significant barrier to the most substantial opportunities , where there ’ s demand for info , there are SEO gains to be made .
The role of SEO
As with any market , leveraging
keyword research to implementing on-page optimisation techniques , there are a number of methods that don ’ t differ in Japan .
In terms of off-site SEO , in terms of link building or creative digital PR ( e . g . link-earning ), this is where the struggles for affiliates can lie .
With the ‘ grey ’ status of gambling , sites may be unwilling to link , perhaps under the impression

13k

English terms such as ‘ online casino ’ and ‘ casino ’ make up about 13,000 searches per month .
Adding in the physical and
cultural distance that comes
from being an international brand
trying to develop an SEO footprint
in Japan and there ’ s even more
potential for closed doors and
declined proposals .
One way to break down some of
these off-site obstacles is through
over-investment in the onsite
experience and brand .
SEO strategies tailored to the local linguistic and cultural context is crucial to ensuring traction is gained in the market .
that gambling is more heavily scrutinised or ‘ tackled ’ by the authorities than the actual reality . Likewise , PR campaigns can be of
Content strategy for Japanese audiences
Showing affinity for consumer
In this regard the standard
limited reach where journalists are
preferences and providing
starting point is pretty familiar
unsure of the legal status and any
clarity with non-promotional ,
to seasoned affiliates . From
attempt to ‘ persuade ’ can put them
straightforward content can
conducting opportunity-seeking
on the defensive .
help build trust with potential
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