The internet has made it much easier to promote a product or service to different markets. Once you have a website, most of the work is done. However, there’s a bit more to it than that. The first thing that springs to mind for most is adapting to the different languages of the target markets. That’s an important first step, but it works even better when done alongside localization.
Localization looks at the bigger picture when communicating with a new target market. Let’s take the example of an online casino that serves people in multiple countries. Instead of only having options to switch languages, it can also adjust the website design and layout to meet their needs.
Elements of Localization
Localization involves customizing a site or an app for a specific target market. Typically, the initial product or service was designed with one set of users or at least users in one area in mind. When a company expands into different markets, they don’t need to start from scratch. However, they might consider an app redesign to take their new audience’s communication styles into account.
For a casino, that could include looking at the traditional layout for communication in that language. Casinos targeting Gulf countries with localization in Arabic will need to reconsider the layout to accommodate the script being read from right to left.
When it comes to marketing materials, direct translation will work, but it can miss the mark. Many countries and cultures have their own ways of expressing themselves. Localization takes into account specific terminology that’s commonly used by the target market. It also works in phrasing and idioms that connect with that particular audience.
A User-Centric Approach
Adjusting the text layout, date, and currency formats, and language are key parts of localization. However, there are bigger themes to consider when aiming for a user-centric approach. That means doing some research into what it is that the new target audience needs and wants. The next step is adapting and repositioning your product to match that.
A user-centric approach takes any casino from being a well-designed product to a well-designed experience. It’s the first element of understanding user experience design, but it’s not the last. Adaptations need to be applied consistently across the site, app, and marketing communications.
Testing is another essential element of a good UX design. It helps to answer questions about whether your casino works with the users’ circumstances. In other words, it tests the casino in context. That can mean looking at the devices they use to access it and other concerns they might have.
Culturally Attuned Websites
A significant part of UX design, when it comes to localization, is ensuring the website is culturally attuned. For a casino, that means ensuring that the site’s features, layout, and content adapt to the user. They need to take into account the target market’s cultural traditions and norms, as well as their communication styles.
Voice and tone are part of the picture. They can address cultural expectations by adapting to the generally preferred option. Some markets will expect a more direct and practical approach, whereas others will prefer casinos that use indirect expression and take on a more emotional tone.
Working with diverse teams during testing can help to identify any cultural faux pas or points that don’t quite land. The aim of considering culture is to leave the audience feeling valued and understood. For example, casinos appealing to Arabic-speaking audiences might want to draw on the cultural beliefs around luck, but it needs to be sensitively done.
Color, Sound, and Symbolism
Picking up on cultural beliefs around luck leads to another part of benign culturally attuned, which is leaning into symbolism. Every culture has symbols that convey more meaning than any words could. Comprehending what a particular target market understands by the symbols you choose to use is essential for any business.
A casino might choose an eagle, a dragon, or a coin for its logo. Each market will perceive it differently. Color plays a similar role, although it is subtle. If a casino chooses its color scheme based on color symbolism, it’s important to consider that those connotations might be different or might not apply in all cultures. For example, yellow is often not a favored color in Western cultures, but is more appreciated by Eastern audiences.
Another aspect of casino design, especially when it comes to games, is sound. The sounds that people hear in their daily environment are part of their culture and can change the way they relate to things. Music is one area to focus on, as different cultures are used to hearing different instruments and music styles.
Better Casino Experiences
Localization and culturally attuned casinos aim to reach new target markets. However, the benefits expand beyond increasing player numbers. These changes lead to better casino experiences, which impact loyalty, word-of-mouth promotion, and the overall brand profile.
