Expansion is a key focus for many operators in the industry, however, international ambition also carries significant risk.
In a new guide, SOFTSWISS’s Head of Games Aggregator, Tatyana Kaminskaya, broke down three of the most important considerations for operators ahead of new market entry.
Innovation vs proven content
Operators are always striving to bring to market new title’s, however, Kaminskaya emphasised that a balance must be struck when entering a new jurisdiction.
She said: “Relying only on new games is a risky move. Not all new releases succeed, and players may abandon the platform if fresh titles fail to deliver. Relying only on old hits is safe but stagnant. Without innovation, players quickly lose interest.
“The ideal mix combines global hits that players already know and love with a carefully curated selection of local favourites and new releases. This ensures stability while leaving room for growth and excitement.”
Kaminskaya also outlined that achieving localisation goes beyond providing a service in the local language and ensuring winnings are displayed in local currency.
Operators must ensure that their content is culturally sensitive and avoids inappropriate symbols, religious themes or political imagery.
Deep, meaningful research
Even before market entry, Kaminskaya emphasised that a deep study of the market is required to ensure that any prospective operator or supplier understands the regions that they will be entering.
She said: “Before signing contracts or integrating new content, the first step is to study the market itself. No two markets are the same, and what works in one country may fall flat in another.
“Game preferences and mechanics vary greatly. Slots dominate in most regions, but live games, crash mechanics, or lottery games can play a major role elsewhere. For example, in Brazil, crash games are booming in popularity, while in live casino, roulette is a clear favourite, but blackjack often fails to gain traction.
“Understanding such nuances is critical when deciding which games to bring to players first.”
To do this, there must be a strong consideration of understanding the demographics of players, their average spending habits and how engaged they are compared to global averages.
Understanding regulation
Regulation is a buzzword that continues to dominate conversation, and, according to Kaminskaya, operators must ensure they understand which games are available in their targeted jurisdiction, as well as understand what reporting requirements are stipulated.
“Regulators often require specific formats for storing and submitting game data. Make sure reporting systems are set up correctly before launch,” she explained.
“While in-game functionality is the provider’s responsibility. Everything outside the game falls on the operator. That includes bonus tools, jackpots, tournaments, and challenges. If these features are non-compliant, the regulator may block the entire platform. A thorough compliance check early on saves operators from regulatory penalties, license issues, and damage and downtime.”
