On this page you will find information (scroll down) about:
- The Ghanaian English language and the challenges of iGaming localisation.
- The Ghanaian gaming market, particularly regulation/legality of online gaming.
The Ghanaian English language and
the challenges of gaming localisation
The language landscape in Ghana is somewhat complicated, but the official language is English. A vast majority of the Ghanaian people speak a somewhat localised version of English. In addition there are 11 government sponsored languages, and each of the 70+ tribes have their own language which in groups are mutually intelligible to different degrees.
The most common languages in addition to Ghanaian English are Ga, Dagomba, Akan and Ewe.
This variant is much more informal than 'BBC English'
So how can you localise your website and games to make them available and attractive for the people of Ghana? The answer is quite obvious:
Localise your English content into a Ghanaian English language variant! This variant is much more informal than “BBC English”, but can easily be localised to make the Ghanaian players feel at home when done by a linguist which has Ghanaian English as their native language. The cost of Ghanaian localisation is only a fraction of a normal translation project and we would be happy to tell you more if you contact us.
Say you are writing a newsletter targeting Ghanaians and you want to start by saying “Greetings, how are you?”. You would be better off saying ”How be?”. Also, if you use the word ‘add’, it means to give something for free. More examples can be found in this dictionary.
Status and potential of
the gaming market in Ghana
Ghana is expected to have one of the world’s top 10 fastest growing economies from 2012 to 2015 (1), and the Ghanaian people have a much higher average income that in neighbouring countries.
The Internet connection in Ghana is ranked as fastest in Africa, with a 15%(!) increase of internet users from Q2 2013 to Q3 2014. The Ghanaian people have more mobile broadband than any other African people, and there is a 33% smartphone penetration.
Gambling is often considered as an entertaining way of contributing to society
Gambling is legislated both online and offline. Currently about 20 registered betting companies operate in Ghana, with Safaribet as one of the most popular sites. Gambling is broadly accepted in a social context, in fact, the Ghanaian government even accepts gambling as an expense on people’s tax return. Therefore, gambling is often considered as an entertaining way of contributing to society. In the third quarter of 2013, 19 million Ghana Cedis ($6.4 million) was paid into the government consolidated fund as tax revenue for this year (2). Naturally, in Ghana there is a pattern of more betting towards the end of the year, as the deadline for tax returns approaches.
Lottery tickets are sold at approximately 9,000 retail locations. Also, as you might have guessed – the Ghanaians also love to wager on football. In the past this was usually done from internet cafés, but mobile gaming is drastically picking up. The fact that Ghana qualified for the 2014 World Cup will certainly increase that trend.
Care to take part? We recommend our clients to include All-In Translations early in the translation process when entering a new market, especially for a country like Ghana. Why? So that we can help them make their marketing efforts attractive and precise and avoid unpleasant surprises. Contact us now.