What english speaking emerging market would you target and why?

[betizen]

We are project focused on emerging markets, at this stage we are launching the LATAM (spanish & brazilian portuguese) version of the site, but already thinking about bringing our transparency tools & transparency-focused content to english speaking emerging markets.

Which english speaking markets (players & operators) do you think that would benefit the best from fair reviews & tools for casinos, games & bonuses (from an affiliate perspective of course)?

Or would you create a general english version and tailored pages for specific countries like Nigeria, Kenya, India ... ?

 

[AidanLCFC]

not sure you'll find many people telling you their future plans, might be worth speaking to some operators though to see what they think and where they are planning

 

[ddm]

just roll a dice.
otherwise, data is your friend.

 

[betizen]

just roll a dice.
otherwise, data is your friend.

Indeed!
If there is not much help from friendly competitors as @AidanLCFC states here is some interesting study from PWC for the Nigerian gaming industry: pwc.com/ng/en/publications/the-nigeria-gaming-industry.html

There is also an interesting and recent interview by SiGMA to the newly appointed CEO of MGA Carl Brincat, where he gives a short insight about markets potential:

Just in case some competitor affiliate finds it interesting.
Will post further information about the rest of the markets when I have it here.

 

[Jetman]

English speaking emerging markets simply do not exist ( to my knowledge), since they are already established for quite some time. Therefore the level of competition will be higher in English speaking countries than for example latam. If you want to find out if it is worth your while, to target certain foreign countries in English, find out the search volume for those terms in their respective country.

 

[betizen]

English speaking emerging markets simply do not exist ( to my knowledge), since they are already established for quite some time. Therefore the level of competition will be higher in English speaking countries than for example latam. If you want to find out if it is worth your while, to target certain foreign countries in English, find out the search volume for those terms in their respective country.

I respectfully disagree. I think search volumes are just one factor of the equation that determine if a country is worthwhile or not from an affiliate perspective.
There might exist potential for content localization for small audiences depending on a number of things including average income of the target audience, localized client support from operators (key in LATAM, particularly Brazil for example) or in any country where the "trust" barrier is higher, local payment methods, cell phone penetration, etc. Targeting "volume" is a call for tons of bad traffic IMO, not our goal.

As for emerging markets, i agree that as a general rule competition is tougher in english, but for sure there are countries that have been more heavily targeted by operators & affiliates than others, leaving some space and opportunities, those i argue can be called "emerging markets" or for a better definition "english speaking markets still with potential for new projects"

 

[Jetman]

I meant using search volume to have an idea about the search intent in English for a foreign country. There are of course lots of other factors that come into play when making a decision to target a market. You mentioned writing in English for a country that isnt English speaking itself. If there is no search intent and no volume for keywords in english why would you bother writing in English for that segment?

 

[PROFRBcom]

I like the idea of the user created content. I wouldn't mind such a thing in the US markets personally. I think it would be helpful to the clients and once you have enough traffic, the reviews are constantly updated and taking care of themselves. Pretty good deal

 

[betizen]

I meant using search volume to have an idea about the search intent in English for a foreign country. There are of course lots of other factors that come into play when making a decision to target a market. You mentioned writing in English for a country that isnt English speaking itself. If there is no search intent and no volume for keywords in english why would you bother writing in English for that segment?

I get what you mean now. Definitely that is THE starting point. I just assumed countries where english is known to being used by a fair % of people like in Nigeria or India, which result in a potentially viable “emerging” market (by the definition I used above). Ex-colonies like Mozambique for portuguese. India or Nigeria for english. Spanish for many still under explored markets in LATAM which btw are being more heavily targeted in the last 4 years by european brands, iGaming wise. In any case it’s a good start to check for English traffic first as you said. Then check if its under served or not by big affiliate cats.

 

[ddm]

your key concerns in emerging markets -esp Africa fwiw:

- ARPU
- Tech / avg network speeds / etc
- Payment methods avil

 

[ddm]

Perhaps talk to operators like bet9ja etc for data -
eg they told me at Lisbon affil conference that their avg rev per customer was a pittance compared to developed markets - which justifies their tiny CPAs

 

[xecutable]

I'd add to that list for Africa: basic knowledge of the average user. Especially for sports betting. What's considered common sense in your advanced markets like what's a home victory, draw , away victory, double chance, draw no bet, is mystery. You'd be surprised the sheer volume of questions that I've read trying to explain basic terms like that.

I like the idea of the user created content. I wouldn't mind such a thing in the US markets personally. I think it would be helpful to the clients and once you have enough traffic, the reviews are constantly updated and taking care of themselves. Pretty good deal

I've dwelled on this for a long time as well, and after discussing it with multiple operators, the summary was: usually sore losers go around posting stuff, rarely if at all anyone that's pleased with the product. I've been on reddit for a while now answering complaints from MGA/UKGC casinos, and always suggesting they submit a complaint with the MGA.

Not once has anyone been interested on what or how. They just go on reddit to vent. Usually it's a combination of didn't read the T&Cs with being from unfortunate country not included in the bonus group (which was also stated in the T&Cs).

To me the idea is like communism, looks good on paper if everyone is decent and does not abuse the system, but in reality it doesn't go that way.

 

[PROFRBcom]

I'd add to that list for Africa: basic knowledge of the average user. Especially for sports betting. What's considered common sense in your advanced markets like what's a home victory, draw , away victory, double chance, draw no bet, is mystery. You'd be surprised the sheer volume of questions that I've read trying to explain basic terms like that.



I've dwelled on this for a long time as well, and after discussing it with multiple operators, the summary was: usually sore losers go around posting stuff, rarely if at all anyone that's pleased with the product. I've been on reddit for a while now answering complaints from MGA/UKGC casinos, and always suggesting they submit a complaint with the MGA.

Not once has anyone been interested on what or how. They just go on reddit to vent. Usually it's a combination of didn't read the T&Cs with being from unfortunate country not included in the bonus group (which was also stated in the T&Cs).

To me the idea is like communism, looks good on paper if everyone is decent and does not abuse the system, but in reality it doesn't go that way.

I agree with you insofar as mostly it is just the losers who whine and complain. However, the content they produce has to be worth something for Google search. So long as you bury that UGR and mark it as such using google's new codes, I think it might actually help rank reviews for sites.

What do I know though. I don't have the technical expertise to build such a site so I won't. But I think it would work, despite the shitty reviews (most people won't scroll down far enough to read the user reviews IMHO).

 

[JT_BeastsOfPoker]

India for long-term, although advertising licensed operators there is becoming increasingly hard