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Destination Eastern Europe



eastern-europe Destination Eastern Europe


Andrew Morgan, International Director at Independent Content Services, says that Eastern Europe has just as much potential as the USA but content and translation hold the key to unlocking it


The global online gambling industry has had its collective head very much turned by the legalisation of sports betting in the USA, with operators, suppliers and affiliates getting their elbows out in the fight to claim their slice of the pie.

However, there are huge opportunities in other markets all over the world, from Asia to Africa and in particular Eastern Europe. While some of the region remains grey, other markets such as the Czech Republic and Poland are regulated and licensed.

With momentum also building behind regulation and licensing in other countries, there is just as much potential on the table in Eastern Europe and countries such as Russia as there is in the USA and further afield.

That said, as more operators come to understand the opportunities available across the region, those already live or those just launching are going to have to up their game and deliver a superior player experience if they are to stand out from their rivals.

This, of course, is easier said than done, particularly for online sports betting operators where the main point of differentiation is often via the markets and odds offered to players. That aside, bonuses and loyalty schemes are also heavily used.

But as more operators and brands enter the fray, these methods have much less impact, so it is important to think outside the box and come up with new ways of acquiring and, more importantly, retaining punters in the long-run.

One way this can be achieved is to provide punters with content that a) draws them to your brand and then b) keeps them coming back for more. This can be done across written, audio and video content through a range of cost-effective solutions.

Let me explain by way of examples:

Written content:

Sportsbook operators in established markets such as the UK have achieved high acquisition and retention rates by effectively transforming into sports media publishers while also remaining a sports betting provider.

By publishing news, interviews, match previews and reviews, data and stats on a daily basis, they have been able to acquire readers wishing to keep up to speed with the latest sports updates. This content is written in such a way that it also drives conversions.

While readers may not wager every time they visit the site to access content, when they are ready to bet, they are significantly more likely to do so with that brand. Written content also helps establish the operator as an authority and builds trust with readers and punters.

Audio content:

Audio content takes many forms, from score blasts to podcasts via live match commentary. The latter is particularly strong at driving player retention because it allows users to listen to matches live even if they are unable to attend in person or watch on TV.

The broadcasts can be accessed on mobile via the sportsbook site in web-browser or app and are launched as a radio player. The broadcast can also be used to drive betting activity by updating listeners about the latest odds and markets, accompanying in-play betting perfectly as the visual senses are not compromised.

Broadcasts can cover a huge range of sports from football to rugby via golf and more, and can be tailored to meet the preferences of players in individual markets.


Video content is becoming increasingly popular and online sportsbook operators can leverage this by posting their own match previews, live stream betting analysis, off-tube match commentary and more. This feeds into the second screening phenomenon and also drives engagement, particularly on social networks.

Just like with audio content, video can also be used to drive betting activity with updates about the changing odds, markets and any special offers that come in during the game.

Don’t forget to properly translate content, too:

Of course, it is not just important to create and publish high-value country-specific bespoke content but to also ensure that sites have been properly translated for the audience that will be accessing them. This is particularly important for operators from established markets moving into new Eastern European jurisdictions.

It is vital for operators to ensure that all aspects of their sites – from the homepage to bonus offers via terms and conditions – are accurately translated and localised. If not, they run the risk of losing trust among consumers.

Online gambling operators and brands that prioritise content and translation will find themselves in a strong position to capitalise on the opportunities offered by the exciting Eastern European market and without having to overcome the huge barriers to entry found in the USA.



Andrew Morgan has been International Director and Senior Editor at ICS for eight years. He ran fanzines at university which operated in parallel with a number of betting companies before moving to ICS in 2010. He has a background in freelance journalism. ICS will be attending Russia Gaming Week in Moscow in June.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.


European Gaming Media and Events is a leading media and boutique event organizer in the European Union with a monthly reach of +50,000 readers. The official company (PROSHIRT SRL), has been listed for 4 years in a row among the top 3 Advertising and market research agencies in the local Top Business Romania Microcompanies based on the Financial Reports.

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