In every field, specific skills are needed when it comes to translating a text from one language into another. Here at LingoSpell, this is why we decided to specialise and only work in certain sectors, building a team of expert translators who know exactly how to translate the texts in those fields to offer a top quality end product. In fact, we know that it is essential to have professional translators who are familiar with the terminology of those sectors and who fully understand the message conveyed by the original text, even before the information is “transported” into another language.
And the world of online casino website translation is no different: being an “insider” is essential to fully understand expressions or terms that may seem meaningless to a non-expert eye. Think, for instance, what would happen if your text were to be translated by the wrong person, or by someone unaware of the terms commonly used in that specific sector. Or imagine the consequences of obtaining a good quality translation but noticing that the usual terminology your customer will expect to see in it is never used. iGaming translations are not for everyone!
It has been proven that any user who happens to visit a badly translated website will soon leave the page, associating it with either a scam or a lack of professionalism on the part of the provider. This especially rings true in a sector where the user intends to bet real money. In this case, publishing texts that are translated as accurately as possible is key to making the player feel safe: when they enter the website, they must find a familiar style and terminology! Nothing is worse than a specialist text in which the sector-specific terms are translated using paraphrases and makeshift solutions, thrown together to convey the meaning of a concept that the translator either knows nothing about, or has not fully grasped.
Here is a very simple, practical example regarding the translation of slot machine terminology: the “wild” card is nothing more than the Joker, or Jolly. It has absolutely nothing to do with the natural habitat of the animals of the Savannah! Although the terminology of the gaming industry is clear and obvious to those of us in the trade, not all translators or even all translation agencies are specialised in this field, or even aware that it exists.
Another aspect of iGaming translation worth mentioning is the legal matter of compliance. You may not know it, but... for online casinos, many markets are protected by regulations where a slot machine or an advertising campaign can only be launched if it complies with all the relevant legal provisions in force. For example, in Italian, it is strictly forbidden to use phrases that imply promises of wins, such as “Gioca e vinci 100€” (Play and win €100). Instead, the solution is to opt for captivating but hypothetical phrases such as “Gioca e prova a vincere 100€” (Play and try to win €100).
And in the field of sporting bets too, engaging real sports fans is a vital function of the localisation process. In this field, there is often the risk of having to translate out of context, that is, without knowing the final position of a certain term or expression in the final website. Only a translator expert in iGaming and online casino is capable of asking the right questions and interpreting certain contents to provide a translation that is correct and appropriate for the context.
The popular, omnipresent loyalty programmes set up by online casinos are an extremely valid tool used to tie the player to their platforms. Point systems, leaderboards, VIP and high roller schemes... there’s no end to the ways to lure players to a site. In this context a perfectly crafted iGaming translation is worth even more. Reflecting a casino’s branding using text is a winning card that every brand manager should consider. Because a player’s loyalty is not only secured using images, bonuses and breathtaking jackpots, but also and above all with the language, tone and style used by the casino and the betting website to “speak” to its users. Every gambling operator must use the same language with constant patterns across all its channels (social networks, UIs, promotions, website). Only by constantly encountering the same style and a unified terminology, the player will feel at home and part of the community.
So how can we offer them a full, satisfying experience that will then ensure that they return to the casino, whether in person or online? All we have to do is ensure that the contents are consistent and that the terms are always translated in the same way. Wondering how this can be done? One of the solutions that the LingoSpell team has defined, following years of experience in the iGaming sector, is choosing the right translator for the job in hand. Considering that there are various different types of texts in the world of online gambling, it is essential to have a selection of different linguists on board: a translator specialised in gambling contents who also has a legal background for Terms and conditions, a table game fan for the poker customer, or a transcreator with a passion for marketing to ensure your promotions hit the right spot.
But that’s not all: technology also plays a crucial role. Thanks to glossaries and translation memories, we are capable of “remembering” exactly how a term has been translated in the past, so that we always use it in the same way over time, guaranteeing coherence in all the games under the same brand.
In a nutshell, if you agree that in blackjack “shoe” is not something you wear, in poker “blind” is not the inability to see and “river” is not something you can fish in, then you already know that you need to look for a translation agency specialised in the online gambling sector. And your search ends here: with LingoSpell, you’ve already hit the jackpot. Contact us and find out how we can improve your translation processes for online, live and brick and mortar casinos.
In the world of online casino translations being an “insider” is essential to fully understand expressions or terms that may seem meaningless to a non-expert eye. If you agree that in blackjack “shoe” is not something you wear, in poker “blind” is not the inability to see and “river” is not something you can fish in, then you already know that you need a translation agency specialised in iGaming.
Your search ends here: with LingoSpell, you’ve already hit the jackpot.
