Challenge
As one of the world's leading online sports betting and gaming brands, Betway needed to engage diverse international audiences. Their primary challenge was creating compelling social video content that resonated with fans across languages and cultures.
- Speed requirements: Sports content needed rapid turnaround to capitalise on trending moments and live events.
- Cultural nuances: Sports terminology and betting terms vary significantly across markets, requiring expert localisation.
- Quality at scale: Maintaining brand voice consistency while producing high volumes of localised content.
- Platform optimisation: Different social platforms required different subtitle formats and technical specifications.
Solution
We built a dedicated sports translation workflow built for speed, cultural authenticity and platform-perfect delivery.
Technologies & tools deployed
Workflow
Dedicated sports translation team
Specialised sports enthusiasts and native linguists with deep knowledge of betting terminology, ensuring authentic translations that resonate with local fan bases.
Rapid turnaround workflow
A streamlined 48-hour production pipeline from original video to fully localised, subtitled content across all target markets.
Multi-format content delivery
Platform-specific versions optimised for Facebook, Instagram, Twitter, YouTube and TikTok — each with appropriate subtitle formats, aspect ratios and engagement hooks.
Cultural adaptation strategy
Beyond literal translation — adapting content for local sports culture, idioms and fan behaviours for maximum relatability.
Results
Engagement explosion
Average increase in social media engagement across localised video content compared to English-only posts.
Completion rate boost
Improvement in video completion rates when content included native-language subtitles. Viewers watched 2.5× longer on average.
Market penetration
Successfully deployed localised content across 14 international markets simultaneously, including German, Spanish, Portuguese and Italian.
Business impact
- Established market leadership in 6 new territories
- Built sustainable competitive advantage through content quality
- Created a scalable framework for future market expansion
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