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Games developers should pay closer attention to localisation to claim a bigger slice of $116 billion global market

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Games developers should pay closer attention to localisation to claim a bigger slice of $116 billion global marketReading Time: 2 minutes

Games developers looking to optimise their chances of success in a global market that is now worth almost $116 billion need to pay closer attention to localisation if they want their game or app to reach the widest possible audience.

International translation agency Asian Absolute says that as the size of the global consumer gaming market continues to increase, failure to localise effectively risks being cut off from a huge potential audience for your product. The company points out that only 27% of the consumer game market is English-speaking, with some of the largest other segments being speakers of Japanese, Korean, Russian, Mandarin and Cantonese – the Chinese online and mobile game market is valued at over £22 billion.

To achieve the greatest commercial success and get the largest possible revenues and downloads, game developers need to reach a genuinely global audience,” explains Asian Absolute Managing Director, Julie Guigere.

This means speaking their language but that’s more than just having the words on screen translated correctly. You need to also consider the cultural context in which the game was created. This means recognising that that, if you’re in the UK, your points of reference will not be the same as a gamer in China. If you’re in Japan, a user in the US will not necessarily find your user interface easy to navigate.

Miss Giguere adds that if you compare the costs of developing a game with the cost of localising it for other markets versus the potential increase in market reach, it makes sound commercial sense to localise. This is all the more apparent if you consider that 50% of the countries in the Top 10 for downloads and revenue in the Apple Store are non-English speaking, and 80% of the countries in the Top 5 for downloads and revenue in the Google Play Store are non-English speaking.

It’s not as simple as saying you now have a “Spanish” version of your game or your app,” she continues. “The Spanish spoken in Mexico, Argentina or Spain will all differ and a gamers in Hispanic America may be put off by cultural references which only make sense to an audience in Spain.

Developers who make their games completely accessible to users in multiple territories not only gain commercially but also through brand appreciation.

The increasing global connectivity of gamers as a whole adds up to considerable profit potential. But it also adds up to a large number of potential users being exposed to your product and then becoming upset if it is not possible for them to enjoy the game comfortably. You only have to look at any review site to see the number of comments demanding localisation in the user’s preferred language. These days, game localisation is viewed increasingly as a gamer’s right rather than a privilege.

Founded in 2000, Asian Absolute is an international translation agency with offices in London, Beijing, Chiayi, Melbourne, New York, Panama, Bangkok and Varna. It provides translation, localisation, interpretation and marketing services required for success in global markets by enabling businesses and other organisations to communicate confidently and effectively in any given language.

 


Source: European Gaming Media and Events

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Aristocrat Licenses Hit TV Show “Billions” for New Slot Game to Premiere at G2E 2018

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Billions™ Slot Game Showing in Booth #1141

The high stakes world of the hit SHOWTIME® TV show Billions will soon be coming to casinos, thanks to a licensing agreement between Aristocrat, CBS Consumer Products, and Showtime Networks.

Aristocrat’s new Billions™ Slot Game will make its premiere in booth #1141 at the upcoming Global Gaming Expo (G2E) in Las Vegas.

“Engaging and edgy shows like Billions are incredibly fun for our design teams to work with and fuel our passion to create entertaining games for our customers and their players,” said Siobhan Lane, Senior Vice President, Marketing and Gaming Operations from Aristocrat. “The CBS Consumer Products and Showtime Networks teams have been inspiring to work with, and we are very excited to present the new Billions Slot Game at G2E 2018.”

Now in production on its fourth season, Billions stars Oscar® nominee and Emmy® and Golden Globe® winner Paul Giamatti as U.S. Attorney Chuck Rhoades and Emmy and Golden Globe winner Damian Lewis as hedge fund king Bobby “Axe” Axelrod. Billions is a complex, highly engaging drama that tells the timely and provocative story of these two powerful New York figures.

The Billions Slot Game is based on Season 1 and 2, which includes fans’ favorite characters such as Chuck RhoadesBobby AxelrodWendy RhoadesLara Axelrod, and Taylor Mason. Adding to the fun, the game will include the popular Mighty Cash™ feature, as well as a $500,000 multi-site progressive start-up jackpot.

The game appears on Aristocrat’s revolutionary flame55™ cabinet. The flame55 is complete with a 55″ double-curved HD monitor – the largest portrait double-curved display in the non-jumbo segment – ergonomic engineering, 4k-capable display, 2.1 stereo audio, individually controlled dynamic infinity edge LED lighting, a virtual button deck, and an exclusive beacon sign package.

About Aristocrat
Aristocrat Technologies Inc. is a subsidiary of Aristocrat Leisure Limited (ASX: ALL), a leading global provider of land-based and online gaming solutions. The Company is licensed by more than 200 regulators and its products and services are available in more than 90 countries around the world. Aristocrat offers a diverse range of products and services including electronic gaming machines and casino management systems. For further information, visit the company’s website at www.aristocrat-us.com.

About CBS Consumer Products
CBS Consumer Products manages worldwide licensing and merchandising for a diverse slate of television brands and series from CBS, CBS Television Studios and CBS Television Distribution, as well as from the company’s extensive library of titles, Showtime and CBS Films. Additionally, the group oversees online sales of programming merchandise. For more information, visit www.cbsconsumerproducts.com.

About SHOWTIME
Showtime Networks Inc. (SNI), a wholly-owned subsidiary of CBS Corporation, owns and operates the premium television networks SHOWTIME®, THE MOVIE CHANNEL™ and FLIX®, and also offers SHOWTIME ON DEMAND®, THE MOVIE CHANNEL™ ON DEMAND and FLIX ON DEMAND®, and the network’s authentication service SHOWTIME ANYTIME®. Showtime Digital Inc., a wholly-owned subsidiary of SNI, operates the stand-alone streaming service SHOWTIME®. SHOWTIME is currently available to subscribers via cable, DBS and telco providers, and as a stand-alone streaming service through Amazon, Apple®, Google, LG Smart TVs, Oculus Go, Roku®, Samsung and Xbox One. Consumers can also subscribe to SHOWTIME via Amazon’s Prime Video Channels, DirecTV Now, FuboTV, Hulu, Sling TV, Sony PlayStation™ Vue, and YouTube TV or on Showtime.com. SNI also manages Smithsonian Networks™, a joint venture between SNI and the Smithsonian Institution, which offers Smithsonian Channel™, and offers Smithsonian Earth™ through SN Digital LLC. SNI markets and distributes sports and entertainment events for exhibition to subscribers on a pay-per-view basis through SHOWTIME PPV. For more information, go to www.SHO.com.

Aristocrat Contact:
Paul Speirs-Hernandez, Steinbeck Communications
paul@steinbeckcommunications.com


Source: European Gaming Media

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Industry Leading Race & Sports SuperBook® Set For Expansion Outside Nevada

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Nevada’s premier sports book will set the standard for legalized sports betting in the United States

The largest and most successful sports book in America – the SuperBook® at the Westgate Las Vegas Resort & Casino, is set to expand its gaming platform across the United States. With its best-in-class technology, customer service, and wagering options, the SuperBook® brand will guide the industry forward as more states make sports betting part of their gaming and hospitality offerings.

The expansion comes via a partnership between SuperBook® licensor Westgate Resorts and Paragon Gaming, operator of casino and resort operations for Westgate’s 3000-room luxury casino hotel in Las Vegas that brings white label sportsbook solutions to new markets.

“The SuperBook® brand has been the leader of the sports book industry for more than 30 years,” says Diana Bennett, CEO for Paragon Gaming. “Gaming regulators across the country will now have a trusted partner as they move forward, and casino operators will be able to draw on the experience and expertise that has made SuperBook® the benchmark for sports betting.”

Famous for its 360-degree experience, highlighted by the largest indoor TV in the world – a 220-foot long 4K video wall at Westgate Las Vegas, the SuperBook® brand delivers the largest race and sports wagering menu in Nevada, and continues to lead the evolution of sports betting processes and applications. Its successful rollout of the Westgate SuperBook® App has already seamlessly delivered this wagering menu to the hands of thousands of fans.

“This is the natural next step in the evolution of our industry,” says SuperBook® Executive Vice President of Race & Sports Book Operations Jay Kornegay. “We have maintained the highest levels of technology and service in a highly-regulated industry. We have written the playbook, and now we will put it in action across the national field.”

“We are excited to know that our investment in the SuperBook® has been extremely successful and this venture is now prepared to expand nationwide,” adds David Siegel, Westgate Resorts Founder, President and CEO. “We look forward to the future success of our SuperBook® brand at locations across the nation as it continues to grow and set new standards for the sports betting landscape.”

Future SuperBook® sites, turnkey sportsbook products, and gaming partners will be announced at later dates. Fans can follow SuperBook® for updates on FacebookTwitter, and Instagram.


Source: European Gaming Media

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CashBet appoints Ed Brennan as Company President

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iGaming platform provider CashBet has moved to bolster its senior team by installing advisory board member Ed Brennan as company President.

Ed Brennan will lead CashBet in the next period of its development, following one of the world’s largest casino gaming ICOs, with the goal of establishing it as the leading blockchain-powered platform.

He brings a wealth of experience to the position after 25 years in the internet, software, hardware and financial services industries, working with a host of Fortune 500 companies such as Merrill Lynch, Seagate, Adobe, Microsoft and NexTag.

Commenting on his appointment, Brennan said: “I have enjoyed serving as an advisor to CashBet and am confident that my understanding of the business and its position in the iGaming market will help me step up to this new position as we look to grow even further.”

Even with the unforeseen challenges presented by the crypto bear market, CashBet has never been in a better position to achieve its full potential. I am honoured to begin serving as the company’s new President with guidance from the Board.”

Brennan’s appointment follows the Board of Director’s decision to begin search for a new CEO to replace Co-founder Mike Reaves.

Reaves co-founded CashBet in 2012 following a long career in online gambling. The platform he helped create is designed to encapsulate everything an operator needs to run a modern iGaming business.

Over the past five years, it has developed patented technologies and built the world’s first-crypto enabled iGaming platform, as well as becoming the first cryptocurrency partner in English Premier League history when it agreed to sponsor Arsenal Football Club.

 

About CashBet

CashBet is a leading mobile-first iGaming platform provider and turnkey operator. CashBet’s platform empowers real-money, social, and skill-based gaming apps and websites worldwide. By integrating CashBet’s software, game developers can legally launch online gambling games without needing to be licensed. With CashBet’s feature-rich platform, operators gain access to player segmentation, bonusing, campaign management, and other patent-pending features to enable a profitable iGaming operation from day one. CashBet is licensed by the Alderney Gambling Control Commission and the UK Gambling Commission. For more information, please visit www.cashbet.com.


Source: European Gaming Media

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