Andrew Morgan – ICS: Why accurate translation can take affiliates to the next level

There are many elements involved in allowing affiliates to construct high quality content, one of which that can’t be understated is the tool of translation.

Accurate translation inevitably heightens trust between affiliates and those that engage in affiliate content, subsequently making the affiliate a more lucrative partner for betting operators.

Andrew Morgan, international manager and senior editor at Independent Content Services explained to Affiliate Insider the importance of translation when it comes to the content and the affiliate market.

Affiliate Insider: Can you detail why translation is so important for affiliates when it comes to strong content?

Andrew Morgan: It comes down to trust. Affiliates are often trusted by their readers, but for those looking to drive growth and enter new markets it is important that all of their content is properly translated. People are naturally suspicious of online casino and sports betting sites, and content that is poorly translated – spelling mistakes, poor grammar, etc – deters readers from engaging with them.

This is why it is important for affiliates to work with native translators, but also those that understand the betting industry.

This is why it is important for affiliates to work with native translators, but also those that understand the betting industry. It is often the case that betting terminology simply doesn’t translate from one language to another, but native translators will have the correct vocabulary at their disposal to overcome this. They can also ensure the message and gist of content is not lost in translation.

These elements are key to engaging readers and are the foundations on which trust and loyalty are built.

AI: Do events like the World Cup and the Winter Olympics elevate the need for affiliates to be able to put out strong translatable content?

“An event like the World Cup is global in nature, which means there is demand for content across multiple territories and in multiple languages.”

AM: An event like the World Cup is global in nature, which means there is demand for content across multiple territories and in multiple languages. Major sporting events offer a huge opportunity for affiliates to acquire new players, but the competition is fierce as this is where most focus is. That’s why it is important for affiliates to create unique content that can be heard above the noise created by their rivals.

To do this, the content needs to be good, first and foremost, with resonance in any target market. This is why localisation and transcreation are key when it comes to translation. You need to create content that catches the eye and is engaging to the audience. It also needs to act as an authority. Only then – when the content speaks to the audience – are people likely to use the services the affiliate is advertising.

That said, what works in one market doesn’t necessarily work in another. Just think of the greater popularity of Asian Handicap betting in the Far East compared to Europe, for example. Again, this is why it is important to work with native translators as they understand the opportunity each market presents.

AI: For smaller affiliates what tools are there available to help them produce translatable content?

AM: Translation memory tools can help, particularly when it comes to consistency in terms. These are databases that store segments – sentences, paragraphs, phrases – that have previously been translated. However, nothing beats employing local people who know the local market and can translate accordingly. Machine-based translations are pretty easy to spot and aren’t professional enough to engender trust, while they do struggle with the nuances of creating specifically localised content.

AI: How big an obstacle is translation when it comes to providing good content for smaller affiliates?

AM: There is obviously a cost/benefit analysis, but to gain trust, particularly in the betting industry, it’s important to have good translation. While translation memory tools can help, they often cannot get the nuance of certain terminologies and thus it’s important to have that human element.

Translation software often creates poor translations that are out of context and grammatically incorrect, particularly in terms of localisation. That said, finding quality translators with experience of the gaming industry can be tough; here at ICS we have a network of native translators who have a proven track record of delivering quality content to affiliates of all shapes and sizes.

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