• Asia online market offers big wins for all

    Localization of content

  • iNTERGAMINGi July 2016

    By Asia Gaming

    I’ve been visiting casinos and other gaming venues all my adult life. I love getting on the tables and watching the cards dealt or seeing the ball fly on the roulette table. I’ll never tire of the buzz of the slots. I also love hearing to the bar, ordering a meal with friends and soaking up the entertainment.

    iNTERGAMINGi July 2016

    By Asia Gaming

    I’ve been visiting casinos and other gaming venues all my adult life. I love getting on the tables and watching the cards dealt or seeing the ball fly on the roulette table. I’ll never tire of the buzz of the slots. I also love hearing to the bar, ordering a meal with friends and soaking up the entertainment.

    Casinos are really special to me, just as they are to so many millions of people across Asia and around the world. In my experience, the best gaming properties are those that not only offer the best time, but also build a close relationship with their customers. If you give the clientele a great atmosphere, fine dining, smiling, beautiful croupiers and lots of fun, you are well on the way to building a bond that could last for years. The good news is that these days that relationship can continue well beyond the customer’s Uber ride home. All kinds of landbased gaming companies are now looking to launch an omni-channel offering through highend websites and apps. Through these platforms they can duplicate the feeling of their retail properties offering great games, lots of options to win and the core values and brand colours that the customer is so familiar with.

    While websites and apps are a great opportunity for players to keep on taking part in the games they love, operators not only get to build relationships with their clients, but can also bring in millions more customers than could ever walk through their front doors. While this is true the world over, the opportunities available in Asia, particularly through a fast-growing mobile sector, are truly mouth-watering. International data Corporation estimates that online gaming revenue in the Asia Pacific region (excluding Japan) will reach US$30bn in 2018 as the number of gamers across the APEJ region steadily grows. The estimated number of Asian online gaming users will rise to 335m in 2018, from 240 million as recently as 2013.

    Thanks to the latest technology and the price of devices, subscriptions and broadband dropping significantly in recent years, more and more Asians can go online at a very low cost. Without doubt, it is vital to stay close to the rapid development of technology and provide customers with the interactive experience that they expect. Quite simply, if you don’t attempt to turn your land-based customers into online members, they may very soon go elsewhere. While getting online is so vital for land-based operators, there are several challenges to overcome as each country within the Asia region has different dynamics. What works successfully in one country, might seem like a foreign language in another market. As a result, Asia Gaming believes that launching games based on player habits and expectations is the key contributor to success.

    Localisation of content, as well as the cultural, thematic and player experience, should be considered a differentiator for operators and their live casino software providers in driving the creation of new products, services and business processes. Land-based operators need to think about how the games they already offer, from slots to table and live dealer games, could become a success online. They might also think about all those games they can’t fit into their property and how they could all become a reality through an app or website. Clearly, huge populations and a fast-growing mobile market that could reach billions offer a huge jackpot win for those western operators that can make the most of the new opportunities available in Asia. However, such companies should also take note that there is a prize much closer to home. Most European-facing gaming operators fail to target the Chinese population residing within their borders. Instead, these brands wish to target the country’s indigenous population groups, which could be a lost opportunity when one considers the relatively high percentage of Asian players that frequent gaming properties in Europe.

    As the number of Asians living in Europe rises each year, their needs should not be ignored. Those operators that are destined to be successful in reaching out to these people of Chinese heritage must build a strong reputation within the community. Operators have to earn the player’s trust and it is easier to build trust with local experience and a partner that has already built its reputation, such as Asia Gaming. Cultural navigation is essential in attracting Asian players in knowing the best partners in the region, in speaking to the players themselves in a language they understand and offering the games they want. Just as we would tell you not to completely clear your bowl at a Chinese banquet - the host will fear they have not provided enough food - so regional experts such as ourselves can help operators to reach the Asian gamer. Our strong advice for anyone in Europe targeting Asian players is to partner up with a company from the region itself. There is much to consider in taking a landbased business online, from cost to game portfolio, technology to launch dates. While tough decisions will be required, there is no doubt that the development of an omni-channel offering is a way of securing your future.

    Original Article