The interview features Kate Romanenko, Commercial Director at Kendoo, discussing Kendoo’s data-led localisation strategy, regional player behaviour, and effective collaboration between studios and operators with iGaming Intelligence Español. We are pleased to share the original English version with our readers.
You can read Kate Romanenko’s interview in Spanish on iGaming Intelligence Español here.
Kendoo’s Data-Led Localisation Approach, Regional Player Differences, and Collaboration with Operators
How can player data be used to shape a localisation strategy that goes beyond translation and truly connects with regional audiences?
By analysing real player behaviour—such as preferred volatility, theme engagement, and feature usage—we gain a clear understanding of what truly drives players in each region. This goes far beyond language. Data reveals which mechanics resonate, which visuals feel familiar, and how players interact with bonuses or progression systems. Using these insights, we adapt games to align with local habits. Combined with direct feedback from regional operators, this data-led approach ensures each game feels native to its audience.
What are some of the most overlooked localisation factors beyond language, and how do those impact game engagement across different markets?
Beyond language, commonly overlooked localisation factors include cultural themes, visual symbolism, and game mechanics. A theme or character design that resonates strongly in one region may feel unfamiliar in another. Player preferences for volatility, bonus frequency, and feature complexity also vary by market, directly influencing engagement. Even UI elements, colour palettes, and sound design can have a significant impact. By adapting these elements thoughtfully, studios can substantially increase player satisfaction, retention, and overall engagement.
From your experience, how do player expectations differ between regions like Latin America, Eastern Europe, and the US sweepstakes market, and how should that inform game design?
In Latin America, players often gravitate towards dynamic visuals and frequent smaller wins that create a sense of excitement and momentum. Eastern European players tend to favour higher volatility and more strategic gameplay. In the US sweepstakes market, casual and fast-paced engagement is key, with clear reward mechanics and straightforward features. Understanding these differences allows studios to tailor game design to meet regional expectations without overcomplicating the experience.
Familiar mechanics often perform well globally, but how can studios adapt these formats to stay relevant without losing their core appeal?
The key is to preserve the core mechanics players already love, such as well-known bonus features, while adapting the surrounding experience. This might include culturally relevant themes, localised visuals, or regionally inspired sound design. By combining familiar gameplay foundations with market-specific adaptations, providers can keep games feeling fresh and relevant without compromising what made the format successful in the first place.
How can data help operators and studios work together more effectively when entering new regulated markets?
Data creates a shared understanding of player behaviour, preferences, and engagement patterns, which is essential when entering new regulated markets. Studios can use analytics to design games that reflect local tastes, while operators contribute insights from their existing player bases alongside regulatory requirements. This collaborative, data-driven approach helps reduce risk, improve performance, and ensure smoother market entry for both parties.
