Localisation is one of the biggest, perhaps most over discussed buzzwords in the iGaming industry. For some, localisation is merely taking a game and turning it into a new language, or adding a stereotypical character into a slot.
But as the global industry becomes increasingly fragmented due to local regulatory regimes, there is perhaps no more important time than now to put serious thought into reaching and engaging players in every single locality. To be in a market is no longer enough. Operators and suppliers need to intrinsically know and understand their audiences.
One supplier who has taken this on board and made it a central part of its market entry strategy is Pascal Gaming.
Chatting to iGaming Expert live from SBC Summit Rio, Artur Manasaryan, the supplier’s Head of Business Development, says that its eyes have been firmly fixed on Brazil for more than two years.
“It’s critical to be humble enough to understand that we need to learn a lot before entering this market”
“Whichever trade show you go to in this industry, no matter whether in Asia, Europe or Latin America, one of the biggest talking topics has been Brazil. No matter where the operator is based, they are targeting Brazil. It’s so interesting and it’s something new for us.”
Listening to this demand for Brazil meant that Pascal Gaming simply had to be in the market once live. But rather than sticking Portuguese labels onto its slots, the firm began researching.
“It’s critical to be humble enough to understand that we need to learn a lot before entering this market. That’s what we have done for two years. We have been to every expo, not to do deals but to learn the needs of the market and get an understanding of it. Hopefully, we did just that.”
This research has been reflected in its content, which is tailored to the Brazilian market. The firm exhibited its new Bozo Brazileiro game in Rio, based on traditional street dice games.
“It’s so important just purely to learn, to understand, to get more knowledge about what the market needs,” Artur adds.
Product development is essential to understanding the inner workings of any market, but another important aspect is regulatory compliance.
“I can imagine that for a new game provider it must be a nightmare and a hassle to get a Brazilian licence”
Brazil’s federal framework for online gaming has certainly got its detractors, but after being over five years in the making, suppliers and operators are not willing to let go of their dream opportunity in Latin America.
For Pascal Gaming and Manasaryan, the experience gathered in other complex regulatory frameworks such as the UK or Sweden, set them up for success in Brazil.
He elaborates: “I can imagine that for a new game provider it must be a nightmare and a hassle to get a Brazilian licence because it is so strict. But for us, it was much easier as we have other tough licences. We listen to the regulations here in Brazil and we comply with them.
“We have the privilege of being licensed in other jurisdictions so it’s easier to hear the strict requests of the Brazilian regulators. Otherwise, I could imagine it being really hard.”
Being part of the wider BetConstruct group is also a key advantage for ensuring regulatory compliance, says the Head of Business Development. He adds that being under the umbrella of BetConstruct means it has access to expertise and resources that others don’t, and that this puts it in good stead to enter new markets and remain compliant.
But importantly, Manasaryan comes back to the mantra of remaining humble when entering new markets.
“There are so many small, important differences that we have to understand”
“We always start from zero wherever we go. Even if we are entering a new country in a similar region to another, we start from zero,” he notes. “There are so many small, important differences that we have to understand then take into consideration before we even start creating something bespoke for a country.”
Brazil is a key priority market for Pascal Gaming in 2025 and deservedly so after allocating much time and resources to research over the last few years. While the early days suggest that its games will be popular among players, Artur notes that the hard work has just begun.
“We need to keep showing respect, keep being humble and to understand that no matter how good you are in different regions, every place is different so you must show consideration to even the smallest vectors.”
While Brazil is top of mind, Pascal also has operations across Latin America in Colombia, Peru, Mexico and the rest of the world. Not only is it its dedication to R&D that sets it apart, claims Artur, but its ability to deliver content is also a key driver of its wider regional success.
Asked about the firm’s 2025 plans, he concludes: “Our long term purpose which sets us apart from the crowd is that we offer six verticals of games with one signal integration and one single contract. This is not usual. Most operators would typically have a slots provider then a crash games provider then a virtual sports provider. We do it all, and we keep them optimised for regulatory frameworks. We’ll keep doing this in 2025.”
