Marketing Lessons the Gaming Industry Learned From Language Translation
Online gaming sites bring together an audience of people from all over the world and ask them to learn games, understand house rules or modify their game play in very specific ways with money riding on their ability to comprehend each message quickly and completely. The industry has grown enormously in recent years with business projections ten years ago stating that in 2004 online gaming was already a 10 billion dollar industry. This year, in 2014, just a decade later the projections are more like a 40 billion dollar industry, and if anything they appear to be aiming low by leaving out popular fantasy sport book sites from the analysis.
Capturing a strong percentage of the growing market is an attainable goal for established brands and new online casinos alike. However, with so many competitors building robust marketing plans and fueling them with deep pockets, marketing experts have been seeking cost-effective way to generate greater interest and an ROI that exceeds expectations. Translation and Cultural Marketing have proven to be great methods for several reasons.
For starters, internal customer analytics have repeatedly shown that people feel more comfortable spending money online when the site, and especially conversion or payment pages are in their native language. It’s easy to understand this outcome if you put yourself in your potential customer’s shoes for a moment and see the immediately difference between the clarity of site written for you to understand as compared with the confusion of hoping you understood something that feels as if it was actually meant for someone else to be using.
Online gambling has always been an international affair. In 1994, Antigua & Barbuda passed the Free Trade & Processing Act, allowing for the licensing of online casino businesses. In the late 90’s, the industry took off and by 1996 there were 15 registered online gambling sites – but by 1997, there were already 200 and today with the legalization in some US States including Nevada and New Jersey the growth potential is leading many high volume digital traffic providers into the industry.
Today, developing markets are the simplest online gaming consumers to attract. In the past year alone, gaming increased throughout China by a whopping 34%, and in a country with a population of nearly 1.4 billion people, that’s a lot of dollar signs for an online casino website that properly manages the different dialects and cultural norms of each region seeking to get in on the action. Making your site more accessible to your Chinese clientele could go a long way toward increasing conversions and the value per acquisition. It also can be an important safeguard against compliance issues and other negative publicity that is too often caused by a failure to communicate effectively from the start.
Another market that has been growing at a nearly exponential rate in online gaming is India, with a large multicultural population and languages such as Hindi or Bengali spoken by millions of consumers.
If your online gaming business is about to expand and you are ready to monetize emerging markets more effectively, Transfluent is here to assist you by making sure you are always speaking their language while providing the entertainment of casino action throughout each international market.
Image taken from http://gdpidia.com/the-art-work-of-translating.html
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