Ahead of next week’s G2E Asia Special Edition: Singapore, Inside Asian Gaming speaks with Sam Lau, Sales Manager at Uplatform, about the company’s plans for G2E Asia and developments in the Asian iGaming market.
IAG: In what ways do you anticipate the iGaming market in Asia developing over the coming years?
Sam Lau: Overall, the iGaming industry in Asia is expected to witness significant growth, innovation and adaptation to the changing landscape. Now we see that things are changing pretty quickly in Asia. I personally expect that many operators would like to develop the Indian market, and more gaming products will be created subject to the needs of the Indian market. The potential of the Indian market presents a significant opportunity for growth and innovation in the iGaming industry. With the increasing interest in the Indian market, operators are actively looking to develop new gaming products that cater to the unique needs of the Indian audience, so we can expect to see a surge in gaming products specifically tailored to the Indian market.
IAG: What are the most significant obstacles that iGaming businesses in Asia face, and how can they be overcome?
SL: I think the biggest challenge for operators is marketing. The Asian market is highly competitive, and more than general marketing skills may be needed. Operators need to employ targeted and localized marketing strategies to effectively reach and engage with the diverse Asian audience.
IAG: What cultural differences should online casino operators be aware of when operating in Asia, and how should these differences be approached?
SL: It is a good question because my graduation thesis is somehow related to these. We discovered that some non-Asian-based operators were unaware of the significance of rolling commissions and the impact of affiliation marketing in Asia. Therefore, operators must not use non-Asian related experience when developing the Asian market.
IAG: Can you elaborate on Uplatform’s participation in G2E Asia 2023 and the goals you have set for yourself?
SL: Uplatform, as a pioneer in the industry, are here to provide the most comprehensive solution to the market and I hope operators will understand that we are the best business partner for them.
IAG: What offerings does Uplatform have in store for G2E Asia 2023, and how will they meet the unique demands and challenges of the Asian market?
SL: A new casino aggregator will be ready for the market. We have the privilege of combining Western and Eastern specific needs into our backend system and bringing some customized features to Asian operators. Our casino aggregator is a result of extensive research and development, and we are excited to demonstrate how it can enhance the iGaming experience in Asia.
IAG: How does Uplatform intend to use its presence at G2E Asia 2023 to forge new partnerships and expand its footprint in the Asian market?
SL: As part of our culture, we are always here to provide the best bubble tea in the exhibition (laughs). Generally, we expect to create a meaningful conversation with everyone and make a good impression. An in depth understanding of our clients is needed and we are always open to talk with.
IAG: What sets Uplatform apart from other iGaming providers in the Asian market, and how does this benefit your clients?
SL: We are one of the few iGaming providers in Europe who fully understand the Asian market. Uplatform merged the operations experience from the globe and utilized our product to offer customized solutions that cater to the specific requirements and preferences of the local players and operators.
IAG: What emerging trends have you observed in the Asian iGaming market, and how is Uplatform modifying its strategy to capitalize on them?
SL: Unlike the past, there are now more operators focused on developing the Indian and Southeast Asian market, and I believe that in the near future more Indian gaming product will be created. Uplatform understands this pretty well, and we are ready to cooperate with partners to create better products specifically tailored for the Asian market.
IAG: What are the main driving forces in the Asian iGaming market, and how is Uplatform managing these factors?
SL: The key factors to growth are to provide the best product and understand the needs of the market, and we have both. Additionally, we understand that language can be a barrier for some operators, which is why in our sales team we cover almost 10 major languages spoken around the world.
IAG: What steps is Uplatform taking to tackle issues around responsible gaming in the Asian market?
SL: Responsible gaming is something that we keep in our minds at all times. Hence, our KYC system and risk management team follow best practices. We are committed to promoting responsible gaming practices and providing a safe and secure environment for our clients’ players.
