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Author: All-In Translations

What we think about Raptors VS Warriors

SEO Manager Vasco Albuquerque

While the two teams are battling for the big title, we asked a few All-in NBA geeks to offer their take on the game.

 
The surprising presence of a Canadian team at this level could not go unnoticed by a language solution provider so focused on sports as All-in Translations. The Raptors already broke the usual protocol by adding the ‘O Canada’ anthem to the pre-matches. They give the Finals an international flavor and are generating a lot of interest these days, staying head-to-head with the Warriors in Google Trends throughout the US and surpassing them on a global level. We asked some of our language and sports experts to share their thoughts on the Finals.

Money on the Warriors

''If I were a betting man - and I am - I'd put my money on the Warriors - and I did.''
Read our guide to become fluent in American betting culture and language.
Mike, one of our US-based content writers, is a casino and sportsbetting expert who, when he’s not writing or hiking, enjoys a cold beer preferably while watching basketball. This makes him a natural choice for picking his brain on the Finals:
 
“If I were a betting man—and I am—I’d put my money on the Warriors – and I did. But I’d still love to see a Raptors miracle run. Not only is this their first finals, but what that could do for the sport in Canada is an exciting prospect. Like all American kids who grew up in the ’90s, I’m a Chicago Bulls/Michael Jordan fan. But there’s nothing quite like the NBA Finals no matter who’s playing. And with these two teams not only on opposite sides of a continent but in two different countries, I’m not wishing that the Bulls made it to the Finals.”
 
Our Content Manager Valentin, who’s an incorrigible sucker for everything well-written (and things that go bump in the night), also thinks the Warriors will end up on the shiny pedestal. “Will the Warriors be up to the task of defeating a bunch of raging Raptors? I can already see the reptiles sizzling on a barbecue…Moreover, the story on how the Warriors got their the Dubs nickname is utterly original.”

Bringing Back Jordan

Vasco, the guy who started a “Tinder Love Story” with Google a while ago, is our SEO virtuoso. When he’s not helping our clients upping their rankings in search engines, he promotes content optimization awareness (like he did at the Nordic Affiliate Conference earlier this year.) But Vasco is also a big devotee of American sports – especially the NBA:

“My passion for basketball sparked in the Bulls and Jordan era. It all started on game 2 of the 1993 Eastern Conference Finals. That year, the Knicks reached the Conference Finals to everyone’s surprise. Of course, I was way too young to understand the legacy that was being created by the Bulls and Michael Jordan. To me, something completely magic happened when a (relatively) small player, John Starks, jumped and dunked all over the Bulls team. A moment recorded in history as ‘the Dunk’.”

From that moment on, Vasco’s heart belonged to the Knicks. “How magic was that! A guy clearly smaller than all others just showing the 9-year-old kid from Portugal, dreams do come true. Countless white nights followed later, with me rooting for a team that made it twice to the playoffs in the past 19 years. My prognostic for the Finals goes to Curry, Durant and co; but it would be a mistake to easily dismiss the Raptors, mainly because they’re showcasing Kawhi Leonard, THE player who can punch many holes through the thickest of Warrior armors.”

Don’t Cheese The Raptors

Our Valencia-based Terminology Manager Edu Ferrer has the upper hand on everything language, glossary and style-related. Sports and betting vocabularies have no secrets left for him. He’s also an NBA buff who as a kid enjoyed the Stockton & Malone years at Utah Jazz and the legendary Chicago Bulls.
Terminology Manager Edu Ferrer
“Back in my younger days, one cable TV channel called Canal Plus used to broadcast NBA games. My parents happened to sign up for it even though the subscription was ridiculously expensive – around 60 EUR per month for just ONE channel. I was one of the happy few being able to watch the games!”

A fan of the Boston Celtics today, he’s sharing his thoughts on this year’s Finals: “Golden State is the favorite, it would be a surprise otherwise…Curry will decide – as always. I’ll support the Raptors, because Mark Gasol shines there. I’d like to see the young Gasol winning the ring and together with Pau become the very first brothers winning the NBA title. From a language professional perspective, I much enjoy watching the Canadians for their funny slang, like ‘GTA’ standing for Grand Toronto Area or their angered expression ‘Don’t cheese me’.”

What’s next is for the players to give their all on the basketball court. May the best team win!


Get in touch with All-in Translations to produce perfect international sports content for your global audience.

US Sportsbook Localization: ¿Hablas Español?

Jose Juan Barea playing with the Dallas Mavericks.

40.5 million Spanish speakers in the States: Time to ramp up your online sportsbook audience with a US Spanish version?

 
When more Spanish speakers live in the United States than in Spain, it’s worth considering their demographic – no matter what your business niche. But if you’re in the sportsbook business, there are some jaw-dropping stats that you’re really going to want to keep an eye on. We don’t stop there either, giving you some insights and ideas that can help you to start implementing US sportsbook localization today.

Spanish Speaking Americans Bet More and Differently

Aside from Mexico, the US has the most Spanish speakers in the world. In total, 53 million Spanish speakers live in the United States, with 41 million of them being native Spanish speakers. In fact, by the year 2050, America will surpass Mexico for most Spanish speakers in the world. But even 41 million is a higher population than the entire country of Poland – and only about 50% consider themselves high-level English speakers.

What Are They Betting On?

Baseball is commonly referred to as “America’s Pastime.” Basketball also sometimes claims that title, as does American Football. 31% of baseball bettors are Hispanic or Latino, and that’s despite making up only 14% of the fanbase. They also bet on basketball twice as much as any other demographic. It is also essential mentioning here that Hispanic who speak only or mostly English watch football at at comparable rates to other American demographics. However, those who speak Spanish and English equally — or speak mostly or only Spanish — watch soccer more than any other sport by far. Non-English speakers watching sports tune in to soccer 49.6% of the time compared to 2.2% for the NFL. Statistically speaking, those who communicate even somewhat in Spanish are significantly more likely to watch boxing, MMA, and wrestling. For non-Spanish speakers, fighting sports aren’t in the top five.

Variety and Singularity of Hispanic Cultures

When compared to American culture as a whole, Hispanics have unique identities that can often be specific to their heritage. “Hispanic” is more a census-designated term than it is how individual people identify themselves. A Mexican-American has a vastly different cultural background than a Colombian- or Chilean-American. Puerto Rico is a US island territory with over 3 million Spanish speakers, and they have a culture wholly their own.

US Betting Guide
Don’t miss our 13 SEO tips and content mantras to help grow your online sportsbook in our 2019 guide on US betting language, culture, and business.
But when it comes to targeting Hispanics, marketers are still able to find commonalities. When appealing to the Spanish speaking portion of America as a single entity, some shared values apply to your marketing efforts. Because, excitingly, sports are a big part of growing up Hispanic. So is food, music, and family. That might sound universal, but it’s an important thing to point out. If you can market to one culture by placating to their shared affinities, you can do the same for Hispanics.
 

The prime example of Univision

The television station Univision is one of the only US cable networks growing in viewership. Why? Because they’re appealing to the Hispanic populations specifically, not simply translating their coverage. A Spanish speaker can tune into ESPN and have the words translated. Or they can tune into Univision, where it’s not just their language, it’s their people. The anecdotes, flare, and relatability of the coverage are all optimized for them. Because of this, their viewership grows by 8% every year.
Group of fans wearing Mexican wrestling masks

Blend In to Stand Out

To succeed there, it’s possible to rely on the knowledge and experience of a cultural expert. A fluent Spanish speaker isn’t enough. Growing up in Mexico is different than growing up a Mexican-American. Hispanic cultures intertwine with American life. In states like California, Texas, and Florida — where the Spanish-speaking populations are highest and most concentrated — bilingual signs, businesses, and politicians walk the line between mainstream America and Spanish-speaking communities every day – and out of necessity. It’s just good business. This is why only marketers, language professionals and copywriters who are US born and Hispanic raised can provide the unique insight and colloquialisms that lead to conversions.

Leading US Sportsbooks Have a Head Start

While it’s impossible to attest to their marketing strategies, some of the biggest sportsbooks catering to the American market are translated into Spanish. Bovada, for example, is offered in English, Spanish, Portuguese, and Chinese. BetOnline and Bookmaker Sportsbook are two more that added Spanish to their language options. Over at Heritage Sportsbook, Spanish and English are their only two language options, but since they cater to the US market, those are the only two they really need. 92% of consumers trust word of mouth recommendations over any other. About 1 out of 5 New Yorkers speak Spanish. A third of Las Vegas is Hispanic or Latino. When both Spanish and English speakers can recommend online sportsbooks to one another, guess what happens? More Americans join online sportsbooks.

Lost in Translation?
You don’t have to. We gathered essential tips and best practices when it comes to delivering your website in several languages.
Bear in mind that merely translating your page isn’t going to be enough for search engine optimization. By accurately translating each aspect of your sportsbook and applying the same SEO strategies you used on the English side, you’ll see the same results. In the process, you’ll also be presenting the copy in a way that’s more appealing to Hispanic bettors. Proposing sports that are specific to the demographic is another winning tip. You might already offer odds on MMA and Mexican soccer. If so, consider expanding those options, and position promotions around them. Both are great ways to get American Spanish speakers to deposit when they land on your site.
 
At the end of the day, how you pivot to attract the Hispanic market will be specific to your sportsbook. Hopefully, the above sparked some ideas to draw one of the fastest growing US demographics.


Get in touch with All-in Translations to localize your content effectively with second to none experts in language, creative writing, and SEO.

Article image by Keith Allison under CC BY 2.0 license.

English Football Safe From Brexit?

Boris Johnson and Juan Carlos Varela trading Panama and England football jerseys

“To hell with the rest of the world” said Cardiff manager Neil Warnock about Brexit. Fair point? We examine what makes the English football sector stand out in terms of Brexit influence.

 
If you’re working in the city in London, your sleeping patterns could be more volatile since the whole post-vote Brexit political melodrama started. Will Brexit be served soft or hard, medium rare, not at all? Will your job, bonuses, dividends go to the Netherlands, or even worse, to the French?

Had you invested your career or wealth in the English football economy, we reckon your nights should be quieter. While the outcome of Brexit is blurrier than ever, there is a case for that whatever happens, the specifics of English football economics and governance will make it one of the least impacted sectors.

Born in England, still in England.

For a first, the English football economy is still in the largest part an internal, national affair. Football is the number one sport in Britain, and the majority of the football sector revenues are generated on English soil. Stadium crowds will stay the same and the pubs will continue to be packed throughout the footballing weekend. Gate and matchday income won’t be affected, same for TV revenues generated from English supporters watching the games at home. Looking at this on a larger perspective from local to national and amateur to pros, the dense structure of associations, clubs, federations, fans and media is here to stay. English football wealth and health are rooted in the passion of the nation for it. None of this will go away on a Heathrow – Frankfurt flight the next Monday Brexit hits the ground.
 

Engaging the World
Premier League clubs are massively engaging their worldwide audiences with fresh content in their native languages. All-in Translations writes and translates premium content for the gaming and sports sectors in over 70 languages.

What about the rest of the world then? Will Arsenal fans based in Brussels stop following the club in protest of England leaving the EU? Taking a wild guess here, can we suggest this is as likely to happen as seeing Theresa May going down a crowded pub in Brugge to vociferate at R.S.C. Anderlecht players, as a form of protest against the EU council inflexibility? The Premier League is highly regarded as the best and most popular league in the world, which is broadcast in 212 territories and to 646 million homes. The potential worldwide TV audience reaches nearly 5 billion people. Premier League fans are legion on all continents. Whatever Brexit will or not be, that won’t make them turn off the telly during the North London Derby or stop buying Man Utd shirts.
 
TV rights, essential to the football economy and deeply connected to the fans support, seem also out of EU hands. They are negotiated in the private sector, powered by the global audience and their thirst for Premier League matches. Most TV revenues are generated from deals on the UK audience only, yet overseas rights are huge too, but not just obtained from EU territories. In the UK; Sky and BT share the Premier League rights, with Sky having the majority of live matches. Meanwhile, every continent shows Premier League football.
The rights to show Premier League matches in the UK from 2019-2022 were recently sold for a staggering £4.464b, with the overseas rights adding an extra £3bn to it. That’s an awful lot of money. And that money does not need any stamp from EU funding commissions.

Who’s Your Daddy?

2019 US Betting Guide
Get fluent in American betting! Download our free guide on US betting vocabulary, culture, and business.
With fans support and TV rights, the money seems safe from the Brexit sphere of influence. What about power? Here again, the EU has a little say on English football. It’s ruled mostly by bodies like the FA, UEFA and FIFA, which are independent associations who have their own rules, that can follow, overlap or contradict the global political structures. Switzerland, Israel and Monaco are examples of this, where clubs are integrated to European and even extra-national competitions – AS Monaco being part of the French Ligue 1 for example – regardless of being from countries that are loosely or not connected to the EU.
 
Foreign players?
In Malta, the PAI League organized by All-in Translations is a corporate football competition with possibly the highest ratio of foreign players in the world, due to the very international nature of the iGaming scene on the island.
One area where Brexit might have a possible impact is the transfers of overseas players. Things could change when it comes to work permits, the signing of underage players, the number of foreign players allowed in the squad, or the evolution of the GBP exchange rates. However, overall, it’s very likely to remain marginal. The vast majority of foreign players signed by Premier League clubs are over 18, with international caps, and many are not EU nationals anyway. Dominating the transfer market is a key feature of English football clubs, and it’s unlikely that English law makers and the FA would undermine this.If there does turn out to be more limitations when signing foreign players, England’s young prospects will have more of a chance of breaking into the starting eleven at their respective clubs.
 
Of course, it’s difficult to envision what type of impact Brexit will have on the football economy in England until it’s finally upon us. But the Premier League, being the powerhouse that it is, is a global brand that makes up its own rules, and the show will go on. It’s fair to say that some things will change for the clubs if and when the UK leaves the EU, but the average football fan and paying customer should not notice too much of a difference. Rather than Warnock’s controversial line, a Flower Power version of a famous Millwall chant might apply there: “Every One Likes Us, We Don’t Care”.
 


Get in touch with All-in Translations to increase your readership on football related topics with fresh, in-depth analyses such as this article.

Article image by Foreign and Commonwealth Office under CC BY 2.0 license.

Return of a PES Champion

2010 PES League World Champion Christopher Maduro Morais holding the 2019 finals ticket for the Regional Final to Porto runner-up

 
“To become World Champion” is all professional athletes’ dream. 2010 PES League World Champion Christopher Maduro Morais just qualified for the 2019 Finals, he tells us everything about it.

Christopher is a Boavista FC player who won his ticket to the PES World Championship in the official Pro Evolution Soccer competition. Promoted by the game producer Konami Entertainment, the PES League gathers several thousand aspirers out of the estimated one million copies of PES 2019 sold worldwide. The European Regional Finals was held last Saturday in Porto, Portugal. Two players were selected to be part of the 16 best worldwide that will dispute the World Finals this summer. Among them is Christopher, whom we met in Porto for a chat.

Christopher, can you tell us about the day?

“I’m still excited about it, of course. Plus I feel I recovered from any fatigue after just a couple of days. You know, I played the first and the last rounds of the day with a 10 hours break between them. And I think I played the last ones with even more energy than what I had in the first part (smiles). It’s fantastic to qualify for the World Finals! I was World Champion back in 2010, and I finished third in 2011. 8 years later, here I go again. I’m extremely happy. I trained very hard, and now it paid off.”

All-in on esports
All-in Translations provides languages services for the esports sector and sponsors Boavista FC’s esports division. The team was present at the PES League Regional Qualifiers – just next to our Porto office!

How important was the home field advantage in Porto?

“Firstly, let me thank Konami for bringing this Regional Final to Porto. It was a great pleasure to play here, and yes, it made me very proud to be back in my home country, and that surely had a stimulating effect on me. Some players feel pressure playing in front a home crowd, and that can lead to a lack of concentration and, ultimately, to failure. In my case, it’s a positive pressure, and playing in Porto and for a club like Boavista, that gave a real boost to my game.”

Can you tell us a bit about the football club you are representing?

“It’s a great honor for me to play for Boavista. I see myself as a professional player, and playing under such a banner is something you can only achieve when you got mature enough to both do your best and bring out the best from the Club. Boavista’s presence in eSports started only two years ago, but the Club has already several categories, with about 50 players in total participating in about 15 competitions throughout the year. I, for example, am playing the PES League and eFootball.Pro, both official Konami international competitions. And trust me, more is yet to come. I’m super excited about some of the stuff soon to come, but details on that would stay under wraps for now. Last thing I’d like to add here is that knowing I have the full support of thousands of the Club’s fans is just amazing.”

What are your plans now?

“Well, apart from getting enough rest these days, I’m preparing for the eFootball.Pro Final that’s only a couple of weeks away. It will be the end of a long season, and I intend to be at my best. Next – the World Finals after a couple of months, so I’ll have enough time to prepare myself. Finally, I’d like to offer my congratulations to all other players in the circuit. We’ve seen top gameplay this weekend and I’m sure we’ll see the same level of performance in the following events.”

All Bets Are on in New Markets and the Premier League Will Win

Liverpool Football Club Fans in Kuala Lumpur

Gambling legislation is changing in several jurisdictions around the world, and once all the legalities are in place the English Premier League and the most popular English clubs will be huge on betting in these new markets.

 
The online bookmakers are focusing on some new markets where sports betting is now opening up due to regulation. The US, Brazil, India and Sweden are the front runners in this new era of football betting in countries away from the traditional markets. For countries that don’t have a strong local championship, the Premier League offers the most exciting betting offer. Its elite clubs will attract most bets, yet all the Premier League clubs are set to benefit.

A global league for a global world

Football is by far the most popular betting sport in the world by the number of bets and turnover, and the Premier League in England generates the most betting interest. There are a number of reasons for this global success.

Matches in the English Premier League are broadcast live on television all around the globe. Television money means the EPL can afford to pay the wages that attract the best players from Europe and South America. People in those nations support and bet on teams in which one of their countrymen plays and score goals. Quite logical, isn’t it?

The Premier League is, therefore, the most cosmopolitan league in the sport and all the major football nations and some of the more obscure have representatives playing for the 20 clubs. Many of the top players have gravitated in La Liga in Spain, the Bundesliga in Germany, Serie A in Italy and Ligue 1 in France. The number and impact of foreign players has only been growing in the last two decades, helping the Premier League to connect to a worldwide audience.

The league’s global nature is not limited to players. The managers of the top six are all from overseas, including five from Europe and one from South America. Needless to say that bettors in those countries are more likely to be betting on teams managed by one of their compatriots.

New markets for the Premier League

The most significant new market for sports betting is the United States. Legislation has led to more states allowing their residents to bet on sports. Something that will be on the lips of everyone, All-in Translations included, at the Betting on Sports America event in New York this spring. Teams in the Premier League that have won titles and Cups over the last 20 years are the most popular. Manchester City are relative newcomers to the elite and they have emerged as a force, being under the same ownership as New York City, but in the US the most popular clubs are still Arsenal, Manchester United and Chelsea.

What About the PAI League?
On another island – Malta – one league has grown hugely popular and is played by 30 of the most prominent iGaming companies in Europe.

Brazil is a huge footballing nation that is relaxing sports betting legislation. There, the long list of Brazilian stars signed by Chelsea has forged a link between football fans in Brazil and the Blues. One of the most iconic current crop of internationals is David Luiz. Luiz has played for Chelsea since 2011 in two spells and has played for Brazil over 50 times. One of Luiz’s teammates at Chelsea is Willian, another current Brazilian international player. Felipe Scolari was the manager of Brazil when they won the World Cup in 2002. He also had a brief spell as the manager of Chelsea. Consequently, Chelsea are popular in Brazil, so will generate most bets.

India is on the brink of legalising sports betting and in this country the most popular team has always been Manchester United. Under Sir Alex Ferguson they became the most successful team in the Premier League. United are the only English team to win the treble of the Premier League, Champions League and FA Cup in the same season. The achievement in the 1998/99 season made news all around the world. Huge matches involving the club were broadcast live in India where a fan base grew and many of these supporters will be placing bets on their favourite English club.

In Sweden, Liverpool’s recent performances in Champions League and the Premier League have put them back on the football map. Liverpool have had strong ties in Scandinavia and former players include Jan Molby from Denmark, John Arne Riise from Norway and Glenn Hysen from Sweden. On match days at Anfield there are many supporters who have travelled from these counties. Swedish football fans are now allowed to bet and Liverpool is set to be the club they bet on.

The bigger the club, the bigger the bets?

Manchester United, Arsenal, Chelsea and Liverpool are still the most popular British clubs abroad and so are best placed to create betting interest in the markets set to legalize sports betting. Global searches made on Google in the last 5 years on the top Premier League clubs demonstrate that abroad, the Big Four still exists.

Nevertheless, Manchester City and Tottenham now compete for the major honours in England and Europe and have a growing global fan base. The top six are broadcast live and play in the key matches more often than teams further down the league. The global popularity of a club increases with more media and TV coverage and that leads to more betting on those teams. Fans often bet with their hearts rather than their heads which means bettors will often back their favourite team when logic suggests otherwise. The nature of supporting a team means for some they have to be backed.

Of course, there is an alternative view that backing the opponents is insurance against a disappointing result. If you are a huge fan of Manchester United, you want them to beat their opponent on match day. A financial interest in this other club softens the blow of a defeat but some fans cannot be consoled. The debate is still open, but on balance more supporters bet on their favourite team out of loyalty rather than backing the opponents to compensate for a potential defeat.

Growth strategies

For clubs aspiring to break into the top six and the rest battling to avoid a drop into the Championship, the exposure of the Premier League is a crucial factor in their growth. It is understandable why sportsbooks would wish to sponsor these clubs. Globally each Premier League club can develop a fan base and generate betting in a particular market, region or nation. Levers to encourage betting on a football club include the nationality of their star players, the city demographics and historical roots.

This extract from Unibet interactive map shows that two clubs with a comparable fanbase can have a very different geographical footprint.
Premier League Worldwide Facebook Fans Map

Finally, digital communications level the playing field, allowing the most creative clubs to get attention. AS Roma have adopted a unique strategy to produce original social content. The club marketing strategist Paul Roger recently revealed a key reason behind the club growing global attractivity.

“In Italy and in Rome there is no shortage of content about the club. But if you’re a fan in Nigeria or Indonesia, Bosnia or America, it wasn’t always easy to follow the team. We addressed that by increasing the amount of content we produced on a daily basis and launching over 20 new official social media accounts. Now we communicate in 12 or 13 languages daily, including Farsi, which I believe we’re the only, or one of the only, European clubs to produce content in.”

This model could inspire Premier League clubs to attain football popularity and a share in the global betting market.


37 million
The number of words translated, written or edited by All-in Translation for the iGaming and sportsbetting sectors in 2018.

Get in touch with All-in Translations to develop your global audience with research-based and data-centric sports and sportsbetting analyses such as this article.

2019 US Betting Guide

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