Dina from Uplatform on Localization, Coverage & Support
In a recent discussion with iGaming Future, Dina, Head of B2B Projects at Uplatform, shared her expert insights on the evolving landscape of sportsbook growth. She highlighted the critical roles of localization, Esports, and mobile-first strategies in achieving sustainable success in the industry.
“Many operators face difficulties with localization because they often perceive it as a one-time action or just one of the stages of entering a market,” says Dina, Head of B2B Projects at Uplatform. “But in reality, it’s a complex, multi-step process that requires constant attention, correction, and adaptation.”
Markets are dynamic, affected by economic, political, and social changes, and player needs can shift quickly. She noted that a key mistake operators make is underestimating the depth of localization. It’s not just about language; it involves the whole user experience: payment systems, communication, cultural specifics, even local events.
At Uplatform, localization is backed by continuous analysis of local preferences. “We thoroughly research user behavior, study their expectations, trends, and preferences to make the service as convenient and clear as possible,” Dina explained. That way, users are greeted from the very first second with relevant sports events, personalized offers, and bonuses tailored to their location and preference.
Having worked with diverse markets, Uplatform understands how much habits and logic can vary.
“We’ve accumulated tremendous expertise in localization,” she adds, “and we actively share it with operators who choose our solutions to help them enter and grow sustainably in new markets.”
She explained that, thanks to a comprehensive, flexible, and deep approach, Uplatform helps operators not just adapt but effectively grow in constantly changing conditions. She informed iGaming Future that we know everything about sports and even more about how sports should be presented in each country where we operate.
Extended Sportsbook Coverage: Not Just Nice to Have—Essential
Dina believes that a broad sportsbook offering is one of the key tools for growing an operator’s user base.
“The user must be offered not only popular, well-known global events but also content that feels personal, even those that seem like the most niche competitions,”
she says. During the low season, this becomes even more important. Users should always have something to get excited about. Operators must anticipate this need and provide timely options to retain every audience segment.
“Segmentation becomes a priority,”
Dina adds. Understanding who is interested in what, and where, allows operators to build better-targeted offers. It’s simple: a wider range of events drives higher engagement. This is a proven practice.
She added that expanding sportsbook coverage is not just an additional option, but a strategic tool for retaining, developing, and growing your client base.
Support That Goes Beyond Launch
“One of the evident problems operators face with off-the-shelf products is the lack of quality support after launch,”
says Dina. Without that, even the best solutions fail to reach their potential. Uplatform approaches service differently.
“We support the client not only during preparation and launch stages but throughout the entire journey,”
she explained.She informed the interviewer that our team covers marketing, product, tech support, and analytics, and operates across time zones to ensure constant availability. Thanks to this, clients always receive timely assistance regardless of location.
The platform also offers deep analytics, reporting tools, and dashboards—everything needed for efficient, independent operation.
“This doesn’t just simplify tasks,” Dina says, “it gives a clear understanding of growth and helps build a real business.”
Looking Ahead: Trust, Personalization & AI
Dina sees the biggest challenge in the next 3–5 years as building open, personalized relationships with users. Players today expect transparency, flexibility, and a personal touch. She said these are the reasons why honesty, local specificity, and cooperation with regulators are not very critically significant. Dina advised that operators must also go beyond retention and surprise users with relevant, personalized content, especially younger audiences who prefer esports, virtual events, and interactive formats.
As acquisition costs continue to climb, the focus is shifting firmly toward retention. She stressed the need to build long-term loyalty and truly understand users in order to achieve sustainable growth.
Artificial intelligence, she notes, will be key to analytics, personalization, engagement, and strategic planning. Localization, too, will continue to evolve, from interface to modeling user behavior.
For sustainable growth, Dina concludes,
“we must focus on openness, technology, and genuine user orientation.”
