Europe’s online gaming firms woo Asian clients

Many of Europe’s biggest online operators have rolled out Asian-themed content into their domestic markets in recent months, as the Asian diaspora becomes an increasingly valuable demographic in regulated jurisdictions.
And, with an eye on the even greater prize of a foothold in Asia’s largest markets, operators and suppliers are scrambling to localize the full online experience for Asian audiences.
Among the top-tier operators to announce major launches of Asia-focused content are William Hill and Betfair, which both rolled out Macau-branded online casinos in regulated European markets in December.
“Macau was launched to offer more product choice to online casino bettors. It also complements our strategy of delivering gaming destinations – we already have Vegas, now Macau and Mayfair,” Jon Ivan-Duke, a spokesperson from William Hill, told AGB.
Hill’s Macau casino aims to create an Asian-styled product by tailoring the user experience. For instance, the selection of table games includes Squeeze Baccarat and Sic Bo, while many of the most prominent slots tend to be online adaptations of slots which have proved popular in Macau’s land-based casinos. The offer also includes a dedicated Macau live casino room.
Ivan-Duke said Macau was designed for two major segments - existing online casino players searching for something new, but also players of Asian heritage who now live in Europe.
“We know from both internal and external research that there is an appetite within the Asian diaspora for the product,” said Ivan-Duke.
Industry insiders say a disproportionate share of the freest spending VIPs at a number of Europe’s largest online operators are part of the Asian diaspora, and advancements in CRM and segmentation now mean operators have greater means to target these players.
Stepping stone?
A soft launch of Asia-focused content in Europe could also be a way for operators to lay the groundwork for a fuller entry into Asian jurisdictions.
Ivan-Duke stresses that William Hill Macau is only available in regulated markets, and Hill withdrew from China in 2013 citing “regulatory reasons beyond our control.” As a London-listed company it is unlikely there will be much appetite for the risk associated with Asia’s grey markets.
But nonetheless, at least part of the spike in Asia-themed content now available on the market is likely motivated by a growing belief that Asia will ultimately regulate the online space, and that it will continue to grow rapidly in the interim.
Among launches in recent months have been Microgaming’s Lucky Twins, which features the Maneki-neko waving cat and Habanero’s Fa Cai Shen slot.
After the release of Fa Cai Shen, Habanero chief executive Nic Ioannoy said the slot would hold appeal, “particularly among the host of major operators who have been expanding their Asian-themed content.”
David Jung, founder and CEO of Hero Poker, told AGB that major European operators and suppliers are now beginning to consider Asia’s long-term potential.
“The word on the street is that every major European firm is looking at the opportunity seriously for the first time, right now. But I think every major firm also does realize that this is a proposition that requires a significant commitment,” Jung said.
“Firms that are already releasing Asian-themed content in their domestic markets are likely to already be committed to approaching the Asian market, provided they can minimize risk with the right contacts and channels,” he added.
Customized content
However, theming online content with Asia-focused branding is not enough to guarantee success in what is an increasingly competitive environment.
“Just painting your website in red and gold is not really enough without offering the native language and offer what they really want,” Warwick Bartlett, CEO of GBGC, told AGB.
“Everyone the world over wants to engage with the Chinese gambler, they are growing in affluence, and they like to gamble,” he added.
Ivan-Duke said those consumers who prefer Asian-styled gaming tend to prefer more volatile slots as well as having a preference for live casino over standard online table games.
Evolution, the world’s largest supplier of online live casino content, has been another supplier to have scaled its Asian-themed content of late.
The firm launched a new Baccarat range earlier this year which is live on William Hill and features bean-shaped tables, face-down cards and extra side-bets to create an experience as close to that seen in-venue in Macau.
It also incorporates the ritual “squeeze” of the cards - done by the live dealer on behalf of the player - before their values are revealed, with Evolution’s marketing director Helen Hedgeland saying the squeeze “has already attracted a significant number of new players to our tables and is prolonging playing sessions.”
Land-based approach
In targeting the Asian diaspora, Europe’s online operators and suppliers are following the lead of the land-based sector, which has similarly tailored the user experience for Asian audiences.
London’s Hippodrome Casino, situated in the heart of the city’s Chinatown, has Mandarin and Cantonese speaking staff available 24-hours a day and a dedicated “Macau Lounge,” where Baccarat and Pai Gow are particularly popular.
“The pure force of the Asian economy is vital to the future success of the UK, and as new links and friendships are forged there will be tens, if not hundreds, of thousands more Asian visitors to our shores,” Simon Thomas, CEO of the Hippodrome Casino, told AGB.
Thomas said Asian customers are “very important to the Hippodrome”. But the big prize remains east.
The new content could be seen as an insurance mechanism against any sudden developments in Asia that open up significant markets. Should legislation pave a way into these jurisdictions for the major operators and suppliers, speed of entry will be critical to success.
Jung at Hero Poker said that for the time being, Asia’s high growth potential can only be realized by operators and suppliers which are not publicly listed. For listed firms, targeting the Asian diaspora in home markets can serve as vital preparation.
“European firms are wise to hedge the risk by preparing products and seeking the right partners before they move forward,” he said. “But it's a balance, the market does not wait, especially when it is Asia.”