’ve written for dozens of iGaming markets, and the one thing that remains constant is how easy it is to get localization wrong. The mistake usually starts by assuming localization equates to translation. But iGaming players don’t resonate with content that’s just technically accurate — they engage with content that sounds like it was written for them. Not for their country, not for their city. For them. Localization isn’t about editing after the fact. For me, it starts with the first sentence. Before I even write a word, I’m thinking about time zones, payment habits, mobile behavior, bonus psychology, and even what local influencers are saying about betting. If you’re just tweaking the spelling or changing “football” to “soccer,” you’re not even scratching the surface. Macro Localization When I write for a new market, I start with the local lingo, rather than just focusing on grammar or spelling. I study rhythm, tone, and what players say without thinking. In English-speaking markets, I don’t approach the U.S., Canada, Australia, or the U.K. the same way, even though they all technically speak the same language. If I’m targeting a U.S. audience, I make sure I’m writing about betting exactly how they talk about it. Expressions like “parlay,” “chalk,” “bad beat,” or “covering the spread” aren’t just surface-level nuances — they’re baked into American betting culture. Say “they won narrowly,” and it feels like a news recap. Try “they covered by the hook” instead, and you’ll be speaking the same language. That one phrase instantly tells a U.S. reader that you know the territory. LOST IN LOCALIZATION? When iGaming content is written wpliathyearustwheilnltsitcaityy and feels native, longer, convert better, and trust your brand By Milan Novakovic Connect with iGaming Players How to Truly GPWAtimes.org 22
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