SBC News Voice of the Sports Betting Industry
Chris Nikolopoulos, Chief Commercial Officer at BETBY, discusses the intricacies of Asian betting markets and analyses how localisation trends underpin success for new market entrants.
Entering the Asian sports betting market with translated content, Asian odds formats, and popular markets like Asian handicap might seem like a good starting point, but that’s all it is: a start. The reality is, these elements are merely the baseline. True success in Asia requires operators to go far beyond surface-level localisation. A one-size-fits-all sportsbook model will not meet the demands of Asia’s complex and diverse landscape.
Operators looking to make a meaningful impact must take a granular, deeply regional approach, one that aligns with the specific needs, preferences, and behaviours of bettors across varied regions. Anything less risks irrelevance.
Deep Localisation is Non-Negotiable
Asia is not a homogeneous region. Cultural, regulatory, and behavioural differences across countries — and even within them — mean that success in one market does not guarantee success in another. It’s not just about having the right odds or translating the interface, it’s about curating a user experience that feels familiar, trustworthy, and uniquely local.
That starts with content. While global sports like football, basketball, and cricket still dominate in the region, understanding local nuances matters. For instance, South Korean bettors are very proud of their national identity and, consequently, more invested in internal competitions such as the K League rather than the Premier League. The same goes for the Filipino audience, who expects full coverage of the PBA (Philippine Basketball Association), not just the NBA. These are core engagement drivers and only operators that can respond with flexible, hyper-localised content portfolios will be able to deliver on them.
At BETBY, we’ve supported operators in Asia by building tailored markets — such as the inclusion of the Philippine Basketball Association on our sportsbook and e-sim portfolio — helping them tap into these crucial local passions even when there are no ongoing real matches. Sure, going this deep requires investing in an in-house trading team capable of reacting quickly and building bespoke solutions, but the reality is relying only on pre-packaged content provided by third-party suppliers is not enough.
Culturally Rooted Experiences
But catering a sportsbook to the Asian market also means understanding cultural patterns. In countries like Vietnam, Thailand, and the Philippines, betting on events like greyhouse racing serves a similar cultural role as horse racing in Western markets. These may seem niche to outsiders, but to local audiences they are highly relevant. Those that embrace these preferences — and offer a seamless mobile betting experience, especially in southeast Asian countries — will drive higher levels of user engagement and retention.
This degree of cultural fluency cannot be replicated through superficial adaptations, it requires operators to listen, adapt, and deliver with authenticity.
Regulatory Fragmentation
Besides content, another crucial factor to keep in mind is that the Asian regulatory landscape is as fragmented as its cultural one. From strict advertising restrictions in India, which has a complex, state level regulatory framework, to differing standards on responsible gaming, compliance is a moving target. Operators who rely on rigid platforms will struggle to stay aligned with local requirements, risking harsh penalties from regulators.
To operate successfully, sportsbooks need flexibility — both in product and operations. Regulatory demands may differ not just by country, but by region within a country, and operators sometimes might even have to deal with more than one regulator, as in the Philippines. Therefore, they must be prepared to adapt offerings and content restrictions in real time.
However, this isn’t just about risk mitigation. Operators who understand and respect regulatory frameworks earn trust and with trust comes long-term loyalty.
The Cost of Getting it Wrong
Failing to deeply localise your sportsbook for Asia leads to more than missed opportunities. It can actively erode player trust, lower retention rates, and trigger compliance issues. Many operators underestimate the investment needed to succeed here not just in capital, but in time, research, and regional expertise.
Operators must embrace localisation as a core strategy, not an afterthought. From tailored sports content to cultural alignment and regulatory agility, every layer matters. More than basic adaptations, the market demands genuine, on-the-ground understanding.
At BETBY, we’ve learned that success in Asia means going deeper. Not just with products, but with people and partners. That’s why we have a local team of experts operating in the region, providing real-time support to our clients. And while we let our solution speak for itself, our results confirm what we already know: in Asia, localisation isn’t optional.
