Localization of hit games to boost lotteries portfolios – Norsk Tipping case study
Along with their contextualization, the localization of best-selling games is one of the main strategies a lottery can implement to bolster players’ acquisition and retention. It is indeed a much quicker and cost-efficient approach to expanding a portfolio than designing new games from scratch. Discover below a concrete example of a localization carried out on behalf of our partner lottery Norsk Tipping.
At Gaming Solutions, our team is proficient in adapting chart-topping lottery games to the specific needs & requirements of a local market, whether it is in terms of regulations or cultural norms. Certainly, several aspects of a game have to be considered when going through the localization process: its name, all the text it displays, its graphic assets, the price denominations, and so on. Relevance and safety are the pillars of a performing game and we ensure on behalf of our partners that all localized games are neither perpetuating stereotypes nor lacking compliance with local authorities.
The collaboration with Norsk Tipping showcases this expertise. Our common goal was to identify a top-tier lottery game from the French market and the Française des Jeux catalogue (Gaming Solutions’ parent company) in order to localize it for the Norwegian market. With its universal theme and unrivaled success, Astro was an easy pick with guaranteed results. After its redesign, the game was seamlessly inserted into the einstant Flax Category of Norsk Tipping so that players could benefit from an harmonized gaming experience. Below the outcome of Astro’s transformation to appeal to Norwegian players:
In short, the localization of games, coupled with other levers such as their seasonal contextualization, is critical for creating a dynamic online experience. By reducing both production costs and intensity, lotteries that capitalize on the latter are far more likely to boost their players’ engagement than others.
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