Online bingo dates back to 1996, but became a major part of the portfolio of online betting companies in 2003. Few companies localized their bingo content and bingo game play back then but, since 2003, bingo has been one of the fastest growing sectors of the iGaming industry. In order to attract customers from more places around the world, more and more gaming companies choose bingo localization.
If we take a look at recent research, this is undoubtedly a wise decision. According to research done by Common Sense Advisory, 72.4% of consumers are more likely to buy something online when the information is in their own language. Other research carried out by the European Commission shows that nine out of ten European Internet users said that, when given a choice of languages, they always visited a website in their own language.
Like any other iGaming sector, the competition in online bingo was not fierce at the beginning, but nowadays there is an abundance of options for those wanting to play bingo online. You can play online bingo in almost any language you desire.
Although the competition for online bingo players is tough, the competition between companies seriously specializing in bingo localization is almost non-existent. Of course, any translator or translation company can work with bingo localization, but All-In Translations is the only language service provider with solid subject expertise of bingo in 60+ languages.
Why All-In is regularly chosen for bingo localization
This is also something which is accentuated by the bingo operators who come to us for localization of their bingo games and bingo websites.
“We chose All-In Translations because of their reputation, and the quality of their services. We wanted to convey the same ‘bingo feeling’ throughout different languages, so the obvious choice was All-In“, said Tobias Carlsson, Operations Manager at Bonnier Gaming, which is one of most reputable bingo operators in Malta.
Playtech is another happy customer of All-In Translations, and we are constantly working on the localization of their bingo games into almost 30 languages.
Stylistic preferences – a key in bingo localization
When we work with bingo content localization, we take the unusual demographics of online bingo players into careful consideration. The demographics of online bingo players is very different from other online games where wagering of money is usually involved.
Not surprisingly the majority of online bingo players are female. This is very different from the demographic of, for example, online poker players which is dominated by men, and also by younger people on average.
A direct result of the increased competition for online bingo players is online bingo sites with narrower target groups, while the more general bingo sites will have women as their main focus. When we work with bingo localization for our clients we always make sure to set the tone and style according to the desired target group, whether this is women in general or more smaller niches.
In order to cater for this, we have developed a questionnaire which we ask all new bingo localization customers to fill in. The aim is to gather sufficient information about stylistic preferences, so that our bingo localization team can tailor their tone accordingly. This will only take five minutes. Some of the questions are rather technical, but our friendly and knowledgeable project managers are happy to assist via live chat, Skype, phone, email or in person.
How to get the best bingo localization result
In addition to the completion of the stylistic preference questionnaire, we have two additional recommendations that we believe are important in order to achieve the best possible results when working with bingo localization.
This is not mandatory, and if you are only looking to localize a simple newsletter it might not even be necessary. However, when localizing online bingo websites or online bingo games, we recommend one of the following two solutions (or, even better, both):
- Provide as much context as possible when you send over the source text.
- Allow us to post-edit the localization in order to optimize accuracy and attractiveness. You can read more about the post-editing process here.