How to choose games for expanding to new markets

Expanding to new markets is an exciting process, but it’s also a strategy that demands clarity and deep research. Facing challenges like complex regulations, misaligned game offerings, and cultural missteps can easily ruin an entry. One wrong decision can cost everything. 

Khoren Ispiryan, Senior BizDev Manager at SOFTSWISS, together with the SOFTSWISS Game Aggregator team, shared 7 essential steps to build a winning portfolio in the new market.

Step 1: Market research

There are no two identical markets, and what perfectly works in one country can ruin expansion in another. That’s why market research is crucial. A business's success depends on its relationship with its audience, the primary drivers of success.

• Game preferences research is crucial

The iGaming industry offers lots of genres and mechanics, whose popularity shifts based on regional preferences. Crash games are extremely popular in Brazil, but blackjack does not fit the local market. Each region has its own nuances, which businesses must get familiar with before launching.

• Local hits need to be observed

Not only do genres and mechanics preferences vary from region to region. A profitable campaign does not use a universal approach in every country; it analyses local cultural insights and trends and then uses specifics to create a memorable, unique experience for customers. 

• Player profile analysis 

Demographics, such as the average player’s age, their spending habits and their spending power, can serve as strategic markers, highlighting where to double down and where to pivot within a specific region.

Step 2: Navigate regulatory requirements

The foundation of successful game selection is absolute alignment with local laws. In the iGaming sector, compliance is not a "value-add" but a literal licence to operate. Industry experience shows that even minor technical oversights can derail an entire market entry, leading to costly delays or reputational damage.

• Prioritising certified content

Operators should not expect a provider’s entire catalogue to be available across all jurisdictions. Providers typically certify titles based on their market potential in specific regions, meaning the available offering will fluctuate country by country. To mitigate risks, the SOFTSWISS Game Aggregator team recommends early-stage verification to confirm which titles are legally greenlit for the target market.

• Defining compliance boundaries

A clear line of responsibility exists: while providers manage internal mechanics like RNG and RTP, the operator is accountable for everything "outside" the game. This includes jackpots, tournaments, and bonus systems. If these engagement tools breach local standards, regulators may block the entire platform rather than just flagging a single feature.

• The necessity of technical validation

Skipping the validation phase is a critical mistake. Even without conducting deep lab testing, a business must ensure every category, from slots to instant games, integrates flawlessly within its ecosystem. This final check is the only way to guarantee stability before the first player clicks "spin".

• Implementing standardised reporting

Regulatory bodies enforce strict protocols for data storage and submission, each with its own "technical language”. Establishing these reporting systems correctly before launch is vital to avoiding penalties and operational downtime.

Step 3: Prioritise localisation and player experience 

Once the legal foundation is secure, the focus must shift to ensuring the player experience feels indigenous. Players reject "imported" platforms in favour of those built specifically for their market. True localisation transcends basic translation; it requires tailoring every touchpoint to the audience's cultural and financial reality.

• Implementing comprehensive language support 

A local interface is often a regulatory mandate, but its value extends further. Even in markets with high English proficiency, native language support is a primary driver of user trust and long-term retention.

• Integrating local currency and financial familiarity 

Displaying balances in local currency is critical for a frictionless user journey. Avoiding constant conversions provides players with financial clarity, while familiar denominations offer a necessary sense of security and comfort.

• Respecting cultural sensitivity and context 

Visual themes that resonate in one region can be inappropriate or controversial in another. While religious or political imagery should be avoided, proactively incorporating local folklore, national sports, or festivals can significantly amplify a brand’s regional appeal.

Step 4: Balancing innovation with established hits 

The strategic choice between cutting-edge releases and proven classics is best resolved through a calculated balance. Combining globally recognised blockbusters with a curated selection of local favourites and new mechanics ensures operational stability while driving growth. This "playlist" approach satisfies the player's need for familiar "hits" while providing the excitement of new discovery. Maintaining this equilibrium is essential for securing long-term loyalty and keeping the platform’s offering dynamic.

Step 5: Prioritising technical integration and reliable support 

Technical performance is the foundation of player trust; no portfolio can compensate for instability or slow loading speeds. In iGaming, seamless play is not a premium feature but the baseline for operational success.

• Optimising infrastructure and latency 

Minimising latency is critical for a smooth user experience. This requires verifying provider server locations and ensuring that infrastructure is situated as close as possible to the target market to guarantee rapid response times.

• Adapting to local connectivity standards 

In regions with limited internet infrastructure, a business must prioritise lightweight games and mobile-optimised formats. Content that is too heavy for local bandwidth will lead to abandonment before a player can place their first bet.

• Enforcing robust service-level agreements (SLA) 

Operational reliability requires 24/7 technical support. A business must ensure its providers guarantee immediate assistance through strict SLAs, particularly during peak hours, to prevent revenue loss and maintain platform integrity.

Step 6: Leveraging analytics and performance tracking 

Post-launch, the priority shifts from selection to continuous optimisation. Without robust analytics, further strategic moves are reduced to guesswork, data-driven insights are essential for evolving the portfolio in line with market reality.

• Monitoring Key Performance Indicators (KPIs) 

Continuous tracking of metrics such as player retention, average bet, and game-specific popularity is vital. This data identifies the high-revenue drivers and highlights underperforming titles within the local context, allowing for precise inventory management.

• Integrating qualitative player feedback 

While data shows what is happening, players explain why. Insights from surveys and direct feedback often uncover nuances that dashboards cannot capture. This qualitative layer is the most direct way to verify if a portfolio truly aligns with audience expectations.

• Utilising advanced aggregator dashboards 

Modern aggregators provide sophisticated, region-specific analytics. Leveraging these tools to identify emerging trends allows a business to refine its library proactively. This transforms game selection from a static, one-time setup into a dynamic process of constant improvement.

• Committing to continuous optimisation 

The most valuable assets for long-term growth are the insights gathered post-launch. By systematically refining the library based on performance reports and player sentiment, operators can ensure their content remains relevant and competitive.

Step 7: Strategic content promotion and marketing 

Even a well-selected portfolio requires a localised promotion strategy to reach its full potential. A great selection can underperform if it is not correctly positioned for the target audience. Effective marketing acts as the bridge, ensuring deep player engagement from day one.

• Leveraging localised bonuses and incentives 

Mechanics like free spins, tournaments, and jackpots are most effective when tied to local cultural events or player habits. However, vigilance is required: all promotional activities must strictly adhere to regional regulatory frameworks, which vary significantly across jurisdictions.

• Balancing visibility: Blockbusters vs. new releases 

Strategic positioning requires a balance between novelty and reliability. While new titles drive initial excitement, they should not overshadow "proven blockbusters" that maintain steady traffic. A successful platform highlights core performers while using fresh content to keep the user experience dynamic.

• Securing exclusive and branded content 

Strong relationships with providers can yield competitive advantages, such as early pre-releases or bespoke branded games. Offering exclusive content is a powerful way to establish unique brand authority and differentiate a platform in a crowded market.

Striking the right balance 

Selecting the ideal game portfolio is not a one-time task, but an ongoing strategic process. Global expansion success depends on the intersection of three critical pillars: Regulatory Compliance, Player Relevance, and Technical Excellence. By combining certified content with a localised, data-driven approach, businesses can enter new territories with genuine confidence. 

Ultimately, a strategic approach to game selection does more than just mitigate risk, it builds the essential foundation for sustainable growth, deep engagement, and long-term player loyalty in the global arena.