Adapting to local preference in the world’s largest gambling market

Adapting to local preference in the world’s largest gambling market

Thursday, January 4, 2018 Posted by Luke Massey
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BBIN is a leading platform provider with over 500 clients in Asia

Understanding the differences in casino play, spread of languages and use of unique currencies have been identified as three key reasons to utilise BBIN's gateway into Asia.

Given that Asia accounts for 60% of the world’s population, it is unsurprisingly entrenched as the largest gambling market. However, there are big European operators that struggle to obtain market share, largely through a lack of understanding over local preferences and payment system support.

A spokesperson for BBIN told “Asia represents the largest gambling market, with around 4.2 billion residents. However, even if it looks attractive to companies that are eager to expand the reach of their business, you would be surprised to know how vastly different the market is between countries and how hard it is to really get in.

“Along with having different sports and leagues for betting, countries in Asia also all prefer different casino games, speak different languages and use unique currencies.

BBIN supports over 500 clients in Asia alone, mostly from Eastern Asia, Southeast Asia, China, Japan, Korea, Malaysia, Vietnam, Thailand and Indonesia. The supplier’s backend system includes the use of Big Data analytical technology to better understand player habits, while catering for multiple local payment methods via an ‘easy currencies’ transaction function.

“Most of the BBIN products have been built and designed in-house, so you see many elements that fit with local preference and culture,” BBIN said. “We are continually trying to increase our understanding of local players by completing UX and big data analysis from our powerful backend system.”

Understanding player preferences from country to country, and the subsequent need for product variety, has encouraged BBIN to increase its range of content. The company now collaborates with the likes of Microgaming, Playtech, Habanero, iSoftBet, Asia Gaming, Allbet and Gold Deluxe.

The company concluded: “Cooperating with a local market pioneer is the best way to obtain advantages when entering the Asian market. Although the industry is becoming more competitive, the competition motivates BBIN to provide better products and services to their clients.

“BBIN welcomes different cooperating opportunities from the world, and provides the advantages of professional sources to those who want to introduce their products into Asia. For more information, come and meet the team at next month’s ICE London (Stand N7-350).”

Totally Gaming says: BBIN has become renowned for the quality and diversity of its service, and now combines an extensive sportsbook offering with over 100 casino games, 13 Live Casino products and 30 lotteries. The company has also embraced the mobile revolution by developing an iBB app, launched in 2016, which is being used by around 40% of its players.

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