Navigating market entry for operators: Pronet Gaming

Sam Frazer-Bossom, Strategic Commercial Lead at Pronet Gaming, discusses strategic market entry, highlighting the necessity of localisation, commercial flexibility, and rapid iteration for long-term success.

Opinion.- Entering a new market has never been more attractive – or more complex. For operators, growth today is no longer about simply switching on a new territory and hoping demand follows. It is about navigating a constantly shifting mix of regulation, player behaviour, competition, payments, and localisation. Get it right and a new market becomes a growth engine; but get it wrong, even well-funded launches can stall before they gain traction.

From a commercial perspective, the biggest mistake operators make is underestimating how different each market truly is. Even within the same region, two countries can have completely different expectations around game preferences, device usage, and regulatory frameworks. A model that works in one market rarely ports cleanly into another.

This is why successful market entry today is not about finding the “best” platform but about finding the right foundation for adaptation.

Speed to market is no longer just about launch

There is often huge pressure on operators to get into a new territory as fast as possible. While speed matters, what matters more is how quickly you can start learning once you are live.

The most successful operators are those that treat launch as the beginning of optimisation, not the end of development. They enter the market with a stable product, then iterate rapidly based on real player data: adjusting game mixes, tweaking UX flows, and optimising payments.

This requires technology that allows commercial teams to act without waiting on long development cycles. If every change needs to go through weeks of technical work, opportunities are missed. A platform should enable operators to test, learn, and respond in days, not months.

Market entry is not a one-off event. It is an ongoing commercial process.

Localisation is a revenue driver, not a tick-box

Too often, localisation is treated as a translation project. In reality, it is one of the biggest drivers of revenue and retention.

Players in different markets do not just speak different languages. They interact with platforms in different ways. They prefer different game types, different payment methods, different onboarding flows, and different levels of friction. Some markets favour fast, mobile-first play. Others value deeper engagement and longer sessions. Some expect instant withdrawals. Others are used to cash-based or agent-driven models.

A successful market entry strategy builds for these differences from day one. That means having the ability to localise content, promotions, UX, payments, and compliance without creating separate platforms for every territory. Operators that can adapt quickly to local expectations consistently outperform those running one-size-fits-all products.

Commercial flexibility protects margins

Regulation and competition put constant pressure on margins. In many new markets, acquisition costs rise quickly as more operators enter, while taxes, compliance costs, and promotional restrictions increase.

In this environment, rigid commercial models become a liability. Operators need flexibility in how they structure revenue share, bonuses, risk, and product mix. They need to be able to adjust commercial terms market by market based on performance and regulatory realities.

A strong market entry partner does not force operators into a single commercial template. It provides frameworks that can evolve as the market matures, protecting long-term profitability rather than sacrificing it for short-term growth.

Partnership matters more than ever

The complexity of modern market entry means that operators cannot do everything alone. Technology, compliance, payments, data, and marketing all have to work together seamlessly.

This is why the quality of partnership behind the platform is just as important as the platform itself. Operators need teams that understand not only technology, but also player behaviour, regional dynamics, and commercial strategy. They need partners who have been on the operator side and understand the realities of running a live business.

A true partner does not just provide tools. They provide insight, guidance, and practical support as the market evolves.

Building for what comes next

Markets rarely stand still. What works in the first six months is often very different from what drives success in year two or three. Regulation tightens, competition increases, and player expectations rise.

The operators that win are those who enter with a platform and commercial model designed for change. They build on flexible foundations that allow them to scale, localise, and optimise without constantly re-engineering their business.

Navigating market entry today is not about finding shortcuts. It is about making smart, strategic choices that allow growth without sacrificing control. When operators combine speed, flexibility, and strong partnerships, new markets become not just opportunities, but sustainable engines of long-term success.

And in a world where complexity is the only constant, that is the ultimate competitive advantage.

Sam Frazer-Bossom, Strategic Commercial Lead at Pronet Gaming, discusses strategic market entry, highlighting the necessity of localisation, commercial flexibility, and rapid iteration for long-term success. Opinion.- Entering a new market has never been more attractive – or more complex. For operators, growth today is no longer about simply switching on a new territory and hoping…