This year’s G2E Asia gaming exhibition had no shortage of iGaming companies from across the globe showcasing their various products and services, but arguably the most prominent booth was occupied by Asian-based gaming software provider BBIN.
An iGaming industry veteran, having launched back in 1999, BBIN has enjoyed a front row seat to this burgeoning sector of the industry and told IAG that business was booming on the back of western online operators increasingly looking to break into the Asian market.
“Since we joined G2E Asia in 2013 for the first time, it’s been our biggest annual event,” explained BBIN Executive Assistant Rick Lin.
“What we provide is a bridge for western companies who want to enter the Asian market and need a local partner to help guide the way. Because we have been in the Asian market for many years we know the culture, we know what players want and we know the channels.
“I think for most of the western companies here, if you don’t have a Chinese version of your product with Chinese language I don’t think you have any chance of breaking into the Asian market.”
BBIN’s online offerings include sports betting, lotteries and slots, however it comes as no surprise that live dealer baccarat generates around 85 percent of revenue given the huge demand for the game across Asia.
“We pay a lot of attention to how to maximise the visualisation of our products, particularly with our live dealer,” Lin said. “That’s because if you want to market there, you don’t need to educate players – you need to follow them. Each culture already knows what it likes. If you want to get into a market you have to know what they want and provide it.”