Japan ’ s gambling market does appear lucrative and the prevalence of traditional forms of gambling like pachinko are highly visible , signalling perhaps the future potential of online forms
Keyword
Search Volume online casino 49,500 no deposit required bonus 27,100 casino 12,100 online casino no deposit bonus 9,900 casino online 2,900 first deposit bonus 1,900
internet casino 1,600 online casino 1,000
Fig 1 . Search volumes for keyword rankings of Japanfacing gambling sites , May 2024 bettors , but also local publishers , influencers and site owners who are key to off-site success .
Part of this for some will be translation and localisation – an area my ICS-translate colleagues can confirm is unambiguously on the rise – but also the creation of native language content with local writers and authors .
This can be demonstrated by surveying a snapshot of the keyword rankings Japan-facing gambling sites currently target through their content ( Fig 1 ).
While English terms such as ‘ online casino ’ and ‘ casino ’ make up about 13,000 searches per month the overwhelming majority of players expect to be able to find native Japanese content .
For some affiliates , and certainly many operators , this will be a step too far based on their current understanding of the market . However , for those who commit to the opportunity , significant gains are possible .
The temptation for many , of course , is to go down the AI route . But spinning up undifferentiated content on such a niche and developing industry is both likely to result in thin content of limited impact and , potentially , incorrect information .
For those with organic acquisition in mind , it ’ s not enough just to set a strategy . Having content that maps to the strategy and responds to how local users search will help you both sleep easy at night and avoid wasted time that only alienates potential bettors .
In creating this content it ’ s not just about an approximation of halfunderstood search trends but the opportunity to draw upon relevant themes , imagery and tropes that signal to readers that you ‘ get it ’.
This in turn may open up off-site and link acquisition opportunities as native affinity for igaming in a Japanese context will be clear and could potentially even help partners understand that reputable brands can operate within the current restrictions without controversy or risk to local customers .
For some betting affiliates , this focus on transparency , accuracy and authenticity in content creation will be seen as a new step but , for emerging markets like Japan , this feels like the foundation for longerterm success .
The potential of AI and underlying tech
With this suggested focus on ‘ real ’, non-fake grassroots content which is aimed at Japanese audiences it may be that AI can be used to provide a supporting role in making life easier elsewhere .
For example , when growing traffic , the battle isn ’ t concluded once a user visits the site – a
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