GGW Voices is an ongoing collaboration between CDC Gaming and Global Gaming Women featuring commentary and insight from women in the gaming industry.
As Chief Compliance Officer at Games Global, a B2B supplier of igaming content, holding licenses and permits in many jurisdictions, I have witnessed firsthand how smart business strategies, and a nuanced understanding of both regulatory and cultural landscapes, are pivotal to sustained growth and market expansion.
As the igaming industry continues to mature, expanding into new markets is not merely about replicating a proven business model, it is equally about embracing local idiosyncrasies, legal requirements, and cultural sensitivities that vary widely across regions.
Understanding the landscape
Entering new markets in the igaming industry comes with a complex web of regulatory obligations coupled with cultural expectations. Igaming must contend with strict legal frameworks and policies designed to protect consumers and ensure fair play for all. As businesses scale their operations, compliance cannot be a simple internal protocol – those days are long gone,
Compliance must be at the heart of every business to ensure sustainable long term growth. Smart market expansion hinges on identifying both the potential rewards and the pitfalls and ensuring that all operations align with local laws while encompassing local cultural expectations and norms.
Regulatory challenges
Every jurisdiction has its distinct differences and there are some key challenges that the igaming industry must navigate in order to succeed:
Licensing: Each market has its own licensing criteria. A market can be defined as a country, like the United Kingdom, or it could be an individual state like in the United States where there are many states/markets with differing requirements or prohibitions. Compliance teams must stay abreast of frequent regulatory updates and ensure that all operations meet these evolving standards. The whole business must flex when a new regulation comes in.
Taxation policies: Tax rates and structures differ significantly between markets and regions. Some jurisdictions impose high tax rates on gambling revenues, while others offer tax incentives for new entrants. Taxation plays a huge role in whether the market will be a success and achieve high levels of player channelization.
Advertising restrictions: Marketing strategies need to be tailored to meet local laws. In certain markets, advertising may be prohibited or heavily regulated to prevent gambling-related harms. Understanding and adhering to these rules is crucial. Marketing strategies must be culturally sensitive – what works in one country may not work in another.
Safer gambling measures: Regulators around the world take different approaches to safer gaming measures. Jurisdictions in North America and Europe have stringent requirements for self-exclusion programs, deposit limits, and responsible gaming initiatives in order to help protect players and ensure gambling remains an enjoyable source of entertainment.
Embracing global cultural differences
Beyond the legal and regulatory dimensions, a successful market expansion strategy in the igaming industry must account for the cultural and societal norms that influence consumer behavior. Understanding these differences is essential for crafting localized user experiences and effective marketing campaigns.
In the Western markets, gambling is often viewed as a traditional leisure activity woven into historical cultural fabric, while in other countries it may be subject to more moral scrutiny. This divergence necessitates tailored product offerings and marketing communications that resonate with local sensitivities.
In some markets, humor and casual engagement can be effective, whereas conservative regions respond better to a more discreet tone. Effective communication requires more than simple translation, it demands cultural adaptation and appropriate terminologies, and context-specific references that foster local trust.
A proactive localized engagement strategy involves collaboration with local stakeholders, regulators, and the community to build a positive brand image that aligns product development with both consumer preferences and regulatory expectations. Tailored product offerings and local partnerships are central to global success.
At Games Global we have a global studio model, comprising of 42 global studios – this ensures we can create localized content for varying market demographics, bringing a diverse portfolio of games to the market.
Concluding thoughts
Expanding into new markets within the igaming industry requires a delicate balance of ambition and caution. At Games Global, as we continue to grow our presence globally, our focus remains on implementing smart, culturally informed strategies that meet the highest standards of regulatory compliance. The challenges are significant, from varying licensing requirements to diverse cultural expectations, but so are the opportunities.
A successful market expansion strategy in the global igaming industry is about more than just entering new territories—it is about understanding and integrating into each market’s legal and cultural framework. This comprehensive approach not only mitigates risks but also enhances our reputation as a responsible and adaptive gaming supplier.
In an era where compliance and cultural sensitivity are more important than ever, our proactive and flexible strategies serve as the cornerstone of our continued success and market leadership.
