FEATURE: The Localisation Playbook

As suppliers launch across multiple regulated markets, localisation has become far more than simple translation. In this roundtable, Radka Bacheva, Head of Sales and Business Development at Wazdan, Javier Sacristán Franco, International Business Director at R. Franco Digital, and Anastasiia Yakovykh, Product Marketing Lead at Evoplay explore how studios must adapt themes, features, volatility profiles and player journeys to different regions.

1. How important is cultural relevance when selecting themes and narratives?

RB - It is extremely important, but localisation should go beyond translation or the use of recognisable symbols. Players in different markets respond differently to themes, visual styles, gameplay pace and the way rewards are presented. At Wazdan, we therefore combine local market knowledge with player behaviour data and operator feedback. Understanding what matters to players in a particular market helps us create content that feels relevant, rather than simply adapting a game that was designed for another audience. We also have to be careful not to rely on clichés or assumptions, which is why working with local operators and understanding the market is so important.

JSF - Our expansion strategy across the LatAm region is aligned with the knowledge that games won’t find success unless they resonate with local audiences. It has to go deeper than general aesthetics as well. What we have done as a supplier is leverage our decades of Spanish-language heritage in gaming to create authentic titles that stand out from the crowd. We find that tailoring themes for specific audiences drives much stronger engagement and builds trust in our brand.

AY - Critical, not decorative. A theme that resonates locally drives day-one engagement before players even understand mechanics. At Evoplay, we’ve seen region-specific characters and cultural hooks outperform generic themes in B2B partner uptake. It’s often the deciding factor for operators picking what to feature.

2. What localisation mistakes do studios most commonly make when entering new markets?

RB - The most common mistake is assuming that what works in one market will automatically work in another. Studios also need to consider regulatory requirements, player preferences, device usage, volatility and how content is promoted. Even similar jurisdictions can have very different player behaviours, so understanding those differences is important when entering a new market. At the same time, excessive localisation can result in oversimplification or stereotypes, so decisions should be based on data and local expertise. Local operator insight can be particularly valuable here, helping suppliers understand what players actually want and where a more tailored approach may be needed.

JSF - The trap that some suppliers fall into is treating LatAm as a single entity. The reality is that what works well in Colombia might not succeed in Peru, for example. Different countries have different player expectations that can relate back to land-based gaming preferences and expectations. Another mistake is presuming that translation is all you need, when localisation is also about core gaming elements including volatility, hit rates and promotion types. A game might launch across multiple regions, but its success relies on adapting the feature set to meet the demands of different LatAm jurisdictions.

AY - One of the most common mistakes is treating localisation as translation only: changing the text while leaving symbols, colours, humour, pacing, and player expectations untouched. Another issue is applying regulatory compliance too broadly instead of adapting it to each jurisdiction’s actual rules.

3. Can one game truly be designed for every market?

RB - A single game can perform well across multiple countries, but it is difficult to create a title that will appeal equally to every audience. A more effective approach is to have a strong, accessible gameplay foundation while allowing for some flexibility, such as different volatility options, configurable features or locally tailored promotional support. The objective is not to offer exactly the same experience everywhere, but to understand which games and mechanics are most suited to each market. Every player has different tastes, so content that performs strongly in one region will not always have the same impact elsewhere, and having flexibility within the game can help suppliers adapt to those differences while keeping the core experience intact.

JSF - Mechanics like hold-and-spin, for example, can have a universal appeal. But the way they are presented has to be adaptable. The core math model might succeed globally but the skin and the narrative the player is presented with needs to be relevant to them. Our focus is on building sustainable value through high-quality content and strong local themes and we have found plenty of success with this approach in markets including Colombia, Peru and Brazil.

AY - Not entirely. However, the way global hits succeed shows that the real answer is layered, not binary. The core of a game can be universal: win anticipation, near-miss tension, big-win payoff – these trigger the same response in lots of markets. Global hits could lean on archetypal, low-friction themes (gold, gems, mythology, animals) that carry minimal cultural baggage. What could be changed by region isn’t the game itself. It’s a thin adaptation layer on top: math model, language, currency, and minor visual cues.

4. How is player data influencing localisation strategies?

RB - Data allows suppliers to move away from assumptions and make decisions based on actual player behaviour. Analysing factors such as rounds played, session length, stake levels, feature interaction and retention can show which experiences are resonating most strongly in a particular market. These insights can then inform portfolio selection, product development and promotional planning. However, they deliver the greatest value when combined with regulatory knowledge, operator expertise and the wider local cultural context.

JSF - Data is a vital part of our armoury and through our IRIS platform, we have the competitive advantage of being able to analyse at a deep level player preferences and behaviours. By examining trends, we can actively optimise our product development roadmap. This allows us to tailor new releases for LatAm markets and to sharpen our promotional tools for the benefit of operators. Our evolution into becoming a technology-driven partner means that data constantly informs our engagement approach in every region we operate in.

AY - Heavily. Data tells us what mechanics retain players by region, what session length works best, the volatility profiles users prefer, and which themes convert in B2B pitches. It has shifted localisation from a creative guess to an iterative, evidence-backed process. Instead of relying only on pre-launch assumptions, we continue refining localisation after the release based on regional performance.