The growth in the online gambling sector in recent years has been dramatic. With many new brands joining the market, it’s interesting to see how a well-established operator like Unibet has managed to carry on progressing. What are some of the key factors in their success and what can we learn from this?
The Keys to Adapting to Local Markets
When an international gambling brand succeeds in more than one country, it’s easy to assume that they’ve simply copied its business model from one region to the next. While this is true to some extent, we can also see how Unibet has subtly adapted its approach in each country.
This list of the most popular casinos in the US includes Unibet alongside the likes of Caesars, Betway, FanDuel, and BetMGM. Each of these sites has welcome promotions like the $500 bonus on the first deposit made that Unibet currently offers. To rank highly, they need to have a secure website, offer good promotions, and accept locally-issued banking methods.
If we look at the payment methods accepted, first of all, their Canadian site mentions popular choices such as Interac, Skrill, and Neteller. Looking at the American version of their site, some of the options are changed to reflect local tastes. US players can use ACH e-check and PayNearMe, for example. Also, since some states require that a gambling site be linked to a land casino, using the casino cage is often an option.
This might not seem like a big deal, as the main payment methods are used over most of the planet. However, this sort of attention to detail shows that an operator has looked closely at the local market and how to cater for it. Canadians expect Interac to be an option, and any casino lacking this method is going to look slightly out of touch.
Local Promotions Are Needed
Since this sector of the entertainment industry is now so big in most countries, the operators who want to stand out from the crowd need to find some way of doing so. This often means launching promotions that appeal to players from the different markets where they’re present.
This is often best seen in the sportsbooks that many casinos offer, as they can provide promotions on the big events that appeal to members in each country. This can be the Super Bowl, the Stanley Cup Finals or some other major games that are especially important to the fans they want to appeal to.
In terms of casino promotions, they may carry out research to see which games are most popular in a certain country and base their promotions on the results. Or they could simply adapt the language and the currency to essentially use the same promotion in different countries without appearing to neglect the local market.
Appealing to as Many People as Possible
These sites are designed to appeal to as many people as possible. This is why the games collection is so extensive and varied. This is also part of the reason why it works so well when adapted to other countries, as the basics behind the site can be successful just about anywhere. Everyone gets a big range of slots and table games, but the exact titles may be swapped out between countries to cater for the different tastes there.
The case of Unibet Casino gives us a solid example of how international gambling brands now appeal to players in different markets through the use of a series of marketing tactics and tweaks to their site. It’s a simple but highly effective approach that allows players from any country to feel comfortable playing there.
