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The Why

To understand the level of localisation required across European markets to maximise ‘buy-in’ from all site visitors.

The How

Online interviews were conducted with gamers/gamblers across the EU5 markets, including: UK, Germany, France, Spain & Italy – as well as some South American countries. The study ensured that coverage was gained across multiple areas of the offer, including casino, poker and sportsbook – with a particular emphasis on bingo players.

The What Now

From this strategic study, the 888.com team were able to optimise the digital site content – at the local market level – specifically in relation to the tone of voice, visual impact and overall site look and feel.

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