Intro
Scaling content across 80+ languages, 196 countries, and dozens of cultural contexts is a challenge few face. Roulette77 not only handles this task but turns each localized version of the platform into a full-fledged product with unique strategies, reviews, and UX. We spoke with Andrew Shepard, Head of Product, about how the global promotion system is structured, how content is edited in Japan and Brazil, what SEO looks like across 80 domains, and how to maintain project integrity in a hyper-localized environment.
What was the very first localization of Roulette77—and do you remember the moment it became clear you needed to scale it to dozens of countries?
The very first localization was, surprisingly, the English-language version for the U.S. At the time, we didn’t think of it as one of many—it was the core product. Even then, we understood that a player in Las Vegas was quite different from one in London or Berlin, but we saw this more as a matter of style rather than strategy. The turning point came when we tried to duplicate the same website model for the UK. We simply copied the structure and adapted the terminology, but the result wasn’t as effective as it was for the U.S. We realized that the U.S. product operates by its own rules, with a different understanding of betting, different roulette preferences, and so on. That’s when we stopped thinking about “translation” and started thinking about project localization.
80+ languages sound almost impossible. Where did you start the scaling process, and what stages did you go through to reach your current level?
We started with languages where traffic was high and there was clear interest in roulette: Spanish (primarily Latin America), German, French, and Portuguese. But even at the beginning, we realized that simple translation wasn’t enough. We developed a content system where each element exists as an independent block. This allowed us to manage localization not through duplication but through adaptation to the local characteristics of each country. Then came the scaling stage: building terminology glossaries, defining style for each locale, and implementing review checklists. Finally came the technical and SEO phase.
Who writes and reviews content on the local sites? How do you work with local markets: is it just translation or full cultural adaptation based on player behavior?
It’s a complete editorial ecosystem. We have an internal team of writers who create core content in English. Then we work with a network of professional translators and native proofreaders with years of experience in the gambling niche. We don’t use machine translation—only real human text that’s rooted in context. In essence, it’s not translation but localized editing. We study how people gamble in each country, what types of bets are popular, what queries dominate, and we build our content structure based on that.
Do you have an internal formula for determining whether a specific country or region needs a separate site?
Yes, though it’s more of a set of criteria than a strict formula. Some of the key ones are:
- Search volume for key terms (roulette, strategies, casinos, etc.);
- Regional competition: how saturated the market is with local sites;
- Regulatory environment: whether it's legal to offer casino links, and whether certification is required;
- Player behavior profile: we analyze whether local playing habits align with what we can offer.
If a country meets at least three out of four criteria, we create a separate subdomain—sometimes with its own editor and SEO specialist.
How is internal communication organized with freelancers, translators, and editors? Do you have editorial guidelines, and who oversees quality?
Within the team, we use a multi-level structure: content briefs are either prepared and passed to an author, or the core content blocks are written directly in English. The Head of Content handles fact-checking, and proofreaders edit for compliance with local linguistic norms. There’s a general guideline covering style, terminology, and rules for handling potentially sensitive content (for example, gambling or addiction), as well as tables of discouraged and preferred wording to avoid clearly inaccurate info. Freelancers undergo test tasks, and we work exclusively with industry-specific linguists who have experience in the gambling or fintech sectors. The level is above average.
Which languages or regions have been the most difficult in terms of cultural differences or legal restrictions?
Top of the list—Japan. Not because it’s hard to translate, but because gambling is perceived very differently there. People tend to approach games with respect for the process, the dealer, and the ritual, so we had to completely rework the tone to be more restrained and precise. It was also difficult to adapt to Arab countries, both due to language complexity and legal constraints. In several regions, we don’t publish direct casino reviews at all, limiting ourselves to information about game rules. Another example is France, where roulette terminology is original, and using incorrect terms can lead to confusion. That’s why nearly encyclopedic precision is required here.
How much does the selection of recommended casinos vary from country to country? What factors influence your choices?
A lot. We don’t just translate a list of casinos, we rebuild it for each region because players have different expectations. For example:
- In the U.S., crypto and Bitcoin bonuses are important, as well as state-specific nuances;
- In Germany, a local license and betting limits are key;
- In Latin America, payout speed and local payment methods like PIX in Brazil are major factors.
We always check whether sites are accessible from the country, whether they’re legal, whether they support the local language, and how transparent their terms are. And of course, we don’t sell rankings—no paid reviews. That’s one of the project’s core principles.
Finally, if you had to launch a new language from scratch, what three steps would you take first?
First, immerse yourself in the behavioral and cultural context. Not the language itself, but how roulette, betting, risk, and strategies are perceived in that country. What’s taboo? What inspires trust?
Second, assemble the right team: at least one editor and one native author who doesn’t need a lesson on the difference between a split and a corner bet. Without that, you’re just adapting text, not building a full-fledged product.
