With iGamingNuts boasting websites in the UK, Poland, Brazil, Romania, Colombia, Italy and the Netherlands, Adam Bielinski, CEO of iGamingNuts, revealed the key ingredients to securing new market success following expansion.
Bielinski discusses the company’s latest redesign and the evolution of artificial intelligence, as he examines the formula to achieve engagement in new markets.
How early UK data is informing new market moves
One of those moves was to the UK. Bielinski cited how the early data from this move has already helped to inform future expansion strategies.
“Everything is changing so fast, the lessons are closely tied to our work on the new platform. We’ve already seen how different markets respond to various types of content and in the UK, we gained valuable insights that led us to adjust the content strategy when we were entering the Italian market.
“It’s particular with which content should be indexed first and how to align more closely with the user behavior and search intent in local contexts.
“That was a lesson from the UK that we learned and we used this knowledge when we were entering the Italian markets and probably we’re going to use it when we want to enter the new markets.”
Localisation is key for new market moves
Given the new markets, Bielinski has put iGamingNuts’ successes down to a focus on localisation – both in terms of language used and having people who understand the local markets.
He spoke on the process they used and how it has helped to bring sustainability to the business.
“It’s not that important if the market is mature or immature. The most important challenge was just localisation. I don’t mean the language, but the cultural nuances, the regulation, the user’s behavior.
“Our key learning from the past was that we used the same content strategy across different markets. That delivered a short-term success, but it wasn’t sustainable and we failed in the end.
“That’s why we build new local teams from day one and for this iGamingNAS.com project, we invested significantly, we invested significant time in research and hiring people from that particular market that know the market the most.”
Embracing AI tools but product remains king
The topic of conversation moved onto artificial intelligence and whether Bielinski had any plans to utilise them in their goals for the future.
While he accepted the benefits of the technology, he reiterated the importance of first-hand knowledge of the market as being more important.
He said: “These tools and even though they don’t always drive acquisition.
“Long-term brand credibility and trust especially on our market in Poland – we’ve already developed the tools that are tailored for Polish regulations, which is kind of unique and different user behavior and to do that, you need to be like very, you have this in-depth knowledge of the market.
“Now we try to gain similar knowledge on the markets that we are entering. That’s why we invested in people that also play in casinos or in sports books in these markets to have this knowledge and they help us to improve the technology that we have and the tools that we have.”
He then reiterated the importance of offering value to customers, regardless of the advancements of AI, emphasising that as the space evolves rapidly, the future still lies in offering real value to the users.
“Our investment focus is on building technology that enhances the user experience and strengthens our brand identity.
“There will be AI, there will be new tools, new things coming in – but, as I said, I think that giving this real value to the users, no matter how you do that, is the most important and this is what we try to stick to.”
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