Given the ever-increasing global nature of our industry, localisation is becoming increasingly important. But, beyond the buzzword, what is the difference between a localised player journey and a non-localised player journey?
Translating an interface into Portuguese, Spanish or any other language can, in principle, take a couple of days. But that is only the starting point. True localisation goes far beyond language, extending to the everyday details that shape the player's experience. Players should never have to think about the many nuances involved in bringing a slot to an online casino. When everything works as it should, they barely notice them. But a single misstep can discourage a player from returning to your product. In non-localised content, players constantly run into friction. They come to play a slot, but it takes up a lot of megabytes, with heavy 3D graphics and long intros. On a budget smartphone in a remote area, it can take forever to load and eat up a lot of mobile data. The maths may be designed around rare wins and a slow build-up, while the local player may have simply come with a couple of dollars to get some entertainment in five minutes.
In a localised player journey, the player does not even notice that they are playing slots from an international provider or at an international online casino. The site and the game load within seconds, even with a weak connection. When making a deposit, the player can choose their familiar local payment method, no matter how niche it may be. At the top of the lobby, they should see games with the maths and pace they are used to: instant games, simple slots, Fortune Wheels, live casino and many other formats. A non-localised product makes players put up with inconveniences. A localised product simply doesn't get in the way of playing.
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