News · August 17, 2026
Betable’s Daniel Shannon Speaks to AffPapa About Localisation and International Growth
Entering a new iGaming market is one thing. Building a proposition that works for local players is another.
In a recent piece for AffPapa, Betable VP of Marketing Daniel Shannon looks at the role localisation plays in international growth and why getting licensed and going live is only the beginning.
“There’s a big difference between entering a market and building a business that actually succeeds there.”
Every market brings different regulations, payment habits, player behaviours and product preferences. Effective localisation therefore goes beyond language and currency, extending across onboarding, KYC, game selection, promotions, CRM and customer support.
Data becomes particularly important once an operator goes live, providing a clearer picture of what players respond to and where the proposition may need to change.
“Collecting the data is the easy part; actually turning it into something useful is where many operators struggle.”
AI can help teams analyse growing volumes of performance data across multiple markets, while flexible platform technology gives operators the ability to act on those insights and configure their proposition around individual jurisdictions.
Betable’s expansion into the Philippines provides a recent example of this approach, combining a shared core infrastructure with the flexibility to respond to local requirements.
“No single formula will work everywhere.”
For operators with international ambitions, sustainable growth comes from retaining the strengths of their core proposition while adapting it to the realities of each market they enter.