How do entertainment companies optimize game portfolios for different cultures?

Just like the old saying that everyone believes they are the center of the universe, many believe their feed and online experience is too.

When it comes to casinos, they have to put in a lot of work to ensure that they meet the needs allbecause it is such a global phenomenon. Using this expert-reviewed list of the best online casino sites and some technical and marketing insights, we’ll examine how casinos and game developers create games with culture in mind.

Cultural data analysis

Analysis of cultural data is central to offerings for different markets. Casinos use demographic tools to get a detailed understanding of player preferences, similar to how companies and politicians can do. This analysis examines things like age, gender, and cultural influences that impact game selection.

For example, the rise of Millennials and Generation Z has led to a focus on more digital and immersive games. At the same time, as more women enter the world of gambling, casinos are redesigning games that were once primarily aimed at men. But do women play in some countries and not others? Surely. Are some markets only attended by older people, why others are seeing an increase in Zoomers? Also yes.

Of course, these analyzes help casinos fine-tune their promotions. By examining player data, casinos can create targeted offers that appeal to specific groups, such as virtual items for younger players or cash bonuses for older players. In some countries, it doesn’t make sense to target Generation Z with increased Facebook posts (and not just because they don’t use Facebook anymore). To give an extreme example, the popularity of online casinos varies greatly across the UK Citieslet alone countries.

Localization beyond language

Localization in casino gaming goes beyond language translation (although this is also important as it needs to take into account which English-language games are making inroads into specific markets). This also includes changing the entire game mechanics to adapt to different cultural tastes.

A clear example is the difference between Western and Asian markets. Western players often gravitate towards games of skill such as blackjack. This may be related to their love of sports or simply the fact that card games have played a large role in their culture. Asian players often prefer gambling games such as Sic Bo and Mahjong that reflect their historical influences.

Regulatory compliance and cultural sensitivity

In the casino industry, regulation goes beyond compliance with legal rules – it requires understanding and respecting cultural sensitivities. Starting in 2024, casinos will increasingly adapt their compliance efforts to the cultural norms of specific regions. In the film industry, for example, it is rare to see a Chinese villain acting in major films. Because the Chinese market is so important for film studios that they have to be aware of this sensitivity. Britain, however, has no such qualms about playing the villain.

In areas where gambling is stigmatized, casinos are more focused on promoting entertainment value. Game designs also incorporate culturally sensitive symbols and themes that resonate with local players. A major faux pas would be to accidentally place sacred or religious symbols in a game, as this could be offensive.

However, symbolism is not only a threat, but also an opportunity. Some research shows that culturally tailored games can improve player retention. A good example is the success of Fortune of the East, which increased engagement in Asian markets through the use of culturally relevant symbols. Beyond aesthetics, these games often incorporate game mechanics and bonus features that are also consistent with cultural views.

Balance between traditional and innovative games

Casinos try to find a balance between traditional and innovative games while appealing to different cultural markets. It’s difficult. They combine classic games (but what is classic to Europeans are different from those in the Middle East) with modern touches to appeal to both older players and those looking for new experiences.

Traditional games like blackjack are being reimagined with local themes and stories to capture the interest of different cultural groups. At the same time, some markets prefer the original and don’t want different rules. Of course, younger audiences are more open to these new changes, meaning some markets work better than others.

Intercultural game tests and feedback

So how do they figure out exactly what works and what doesn’t? Testing cross-cultural games has become a more refined process. Some larger casinos may use various focus groups to obtain qualitative feedback, although this is rare. What’s more common (because it’s economical and scalable) is simply tracking the playtime metrics of different games in different markets. Website owners can see all of their markets and resulting activity on one dashboard, making feedback and A/B testing real-time and easy to conduct.

Last word

More broadly, this cultural adaptation and localization is more than just sensitivity – it is part of a movement towards personalization. If you take the culture out of it, we often have different tastes than our neighbor who supposedly has the same cultural values. This is the emergence of data tracking and algorithms, but we are far from its final form.