Player segments are the foundation of localization for a new market

Localization is often thought of as translation and a few local payment methods. According to Cherkas, what matters most is player behavior, and that behavior starts with knowing which players are arriving in the market. Cherkas, who says Kanggiten runs more than 50 brands on its platform, points out that two players carrying the same passport may want different products. The channel a player arrives from, the device they use and the payment methods they are used to affect conversion as much as their country does.

Cherkas says regional differences are real. He describes how mobile-first, fast-paced content and localized campaigns perform well in Brazil. In Asian markets, he says, there is more demand for live casino and familiar table game formats, while in some African markets sports betting traffic shapes casino activity and simple, light games stand out. For CIS-focused traffic, he notes that classic slots and recognized providers are strong, and crash games attract less interest than industry news would suggest.

Stressing that localization should not stop at translation, Cherkas says that lobby order, game selection, currency, betting ranges, mobile performance, payments, promotion logic and even release timing all need to be adapted. Kanggiten reports offering over 20,000 games from more than 200 providers, along with over 300 payment methods across more than 100 countries and 36 languages.

He also explains that most settings can be changed through configuration without rebuilding. Registration flows can be arranged market by market, as with the CPF field in Brazil, which filters out some low-quality traffic at the registration stage. For regulated markets, he reminds that entry must be made under the operator's own local license, and white label launches run under Kanggiten's master license, with no route into locally regulated markets. Above the license baseline, the operator chooses its own level of conservatism, and the platform keeps each market isolated from the others. According to Cherkas, the right starting point for a launch is not surface elements like language and flags but analysis of which player segments are arriving. This analysis should be at the top of the market plan for 2026 and 2027 entries.

Kanggiten will exhibit at the SiGMA World fair in Rome in November, at Fiera Roma Hall 4, Stand 4067.