To be successful in the Spanish market, online bingo sites must understand the intricacies of the local market and provide services tailored to the needs of native players.
This is the opinion of Juan DePedro, Manager for Spanish online bingo portal QueBingo.com and a scheduled speaker at the fourth annual Online Bingo Summit taking place from June 16 to 17 at the Millennium Gloucester hotel in London.
De Pedro revealed in a recent interview with show organiser Bullet Business that QueBingo.com has been in operation for just over a year and stated that the Spanish market has evolved a lot over the past twelve months as players grow increasingly comfortable with taking part from home.
“Most of the early pioneer sites in the Spanish markets were just translations of the UK/US sites, sometimes very bad translations,” said De Pedro.
“However, since then, some of the new ones are specifically designed for the Spanish market. From my point of view, it is absolutely fundamental to localise your new sites. You must be able to provide transactions in the local currency, you must have everything including copy, banners, chat room and terms and conditions in the local language, not just translations, and you must have a native writing all the copy for you. You must also have chat hosts chatting in chat rooms in the local language.
“Some of the sites that appeared last year in the Spanish market are already doing these things, so clearly they have more quality. If you look at them from a Spanish player point of view, they are clearly superior to the ‘translated’ sites.”
When asked what was critical when designing an entertaining and rewarding site for the Spanish market, De Pedro stated that his market was no different to the rest of the world and players must be entertained.
“If you only offer them a big prize but they don’t get the feeling of having a good time, they won’t stay long at your site and they won’t come back to play on it,” said De Pedro.
Abstract from www.igamingbusiness.com
