English (UK)

On this page you will find information (scroll down) about:

  1. The English language and the challenges of iGaming localisation.
  2. The UK gaming market, particularly regulation/legality of online gaming.

The UK English language and the
challenges of gaming localisation

When a client requests translations into English, the first thing we ask them is whether they want UK English or US English? Whilst British and American people can understand each other just fine, they will easily see whether a game or a gaming website are localised for them or not. There has been an increased demand for UK localisation over the past few years and American brands such as Apple, Ralph Lauren and Ben & Jerry’s have all worked hard to localise for the UK market.

We know that a Bettor in the US is a Punter in the UK and that when a client asks for their Sportsbook to be localised for the UK market, it will be known as Bookmaker to the British. It’s a bit like the Cockney slang, we know the meanings for Monkey, Century, Bottle and Starting Price when it comes to translating for our UK Sports Betting clients.

not forgetting key changes to spelling is important when localising your Gaming content for the UK

When it comes to Sport in the UK such as Bowling, we’ll always ask our clients to specify whether they mean Ten-Pin Bowling or Lawn Bowls, as both are popular in the UK. When translating content, be careful with your UK localisation. For instance, in the UK the Ground Floor means the same as the First Floor in the US, and this might of course be confusing. Then there’s the importance of Grammar in the UK English language. For example “have got” is often used as the possessive sense of “have” and “have got to” is informally used for “have to”.

Also not forgetting key changes to spelling is important when localising your Gaming content for the UK. We learned this the hard way, and you can read about it in our article called 'Localisation or localization? Correct spelling vs. SEO'. Common differences such as words ending in “re” e.g. Centre, in UK English or words ending in “our” e.g. Colour in UK English. Perhaps you have your UK content ready for publication but would like us to proofread your English source texts for any Grammar, Spelling and Terminology mistakes? You can read more about our proofreading service here.

For something as simple as a website registration form, there are words that should be used for the UK market such as Post Code, Flat, Surname. These are all important considerations when localising content for the UK to make your Gaming product less foreign and more and more invested in the local culture.

We are not saying your marketing material should sound like it was written by Brick Top from the UK movie called Snatch, but we have to admit to being fascinated by the Cockney accent. In fact, when All-In Translations exhibited at the ICE in London early n 2014, we summed up our trip with a Snatch tribute video. We called it 'All-In Snatchlations goes to London' and you can see it here.

UK English is the term used to distinguish the form of the English language used in the United Kingdom and although regional variations can be found, when it comes to gaming localisation there is a degree of uniformity in the terminology used.


Status and potential of the
online gaming market in the UK

According to Deloitte, the UK has the most mature online gambling market in Europe with Britons spending £2.5 billion in 2013 with figures expected to reach £4.5 billion by 2018.

Here at All-In Translations we can work to many different formatting needs and requirements for our clients, and since mobile betting and gaming will continue to be a significant growth area for the UK, it’s important that we can translate fast and effectively for you. Therefore we will always discuss your formatting needs and do everything we can, to help get your content to the UK market quickly.

Bingo has retained its position as the most searched-for keyword in the gambling sector in the UK and is thought to be worth £1.3 billion. We translate extensively for the UK market and work with many well-known online Bingo Operators and we can help tailor your Bingo content exclusively for the UK market.

May 2014 saw the Royal approval on new UK Gambling Legislation, and iGaming Business recently explained the changes to the UK Gambling Legislation:

“The Gambling Bill is to enter UK law after it was recently approved by the British Monarchy. The new legislation amends the 2005 Gambling Act and will cover all UK remote gambling operators. Under the previous Act, remote gambling operators that located their remote gambling equipment overseas did not need a remote operating licence from the Gambling Commission regulatory body, whereas UK-based companies were required to have one.

The new legislation will require all remote gambling operators in the UK market to obtain a licence from the Gambling Commission to allow them to transact with British customers and advertise in the UK. Operators based outside of the UK will also be required to pay and to contribute to research, education and treatment in relation to British problem gambling and regulatory costs”.

The new gambling legislation sees operators taxed at the point of consumption at a rate of 15 per cent from 2015, while all licensed bookmakers will also be required by law to contribute to the UK Horse Racing Levy.

Here at All-In Translations we have helped several operators to gain Gambling Licenses from various jurisdictions, if you need help with your UK documentation then please do get in touch. We are familiar with the Licenses and can tailor the translations for the UK market.

Uk infographic
Some general notes about the data:
These infographics were made in May 2014, and the data used is as recent as we could find. We have tried to find sources with data for all or many countries, in order to increase the value of comparison, but obviously this is not always possible. We encourage users to check the sources below or to contact us for clarification.