Sportsbook translation: Which languages do the big brands choose?

Choosing which languages to translate your online sports betting website can be difficult. There are no right answers to the question, “sportsbook translation: which languages do the big brands choose?” and the best language choices for your sportbooking site depends on the target audiences you’re looking to crack.

This is where choosing your markets is important and speaking to a sportsbook translation agency early on can help you narrow down the best options. To show you how varied this decision process can actually be, we’ve listed the language choices from some of the biggest sportsbooking sites in the game.

Sportsbook translation and bet365

There aren’t many online sportsbooks bigger than bet365 but which languages does the brand translate for? Well, the list looks a little something like this: English, Spanish, German, Italian, Danish, Swedish, Norwegian, Chinese, Simplified Chinese, Russian, Greek, Portuguese, Polish, Romanian, Czech, Hungarian, Slovak and Dutch.

That’s a pretty impressive list of languages from one of the first names people associate with online sports betting. No surprises really.

William Hill

William Hill also offers up an impressive list of language options on its website. In fact, it offers more choices than bet365, including Japanese, Canadian French, Finish Serbian and even Irish among its sportsbook translation choices. Nothing in Dutch or Norwegian though, you’ll have to stick with bet365 for now.

Ladbrokes

Ladbrokes isn’t the kind of global player that can compete with bet365 but it claims a spot in almost every British high street. However, it doesn’t come close to rival William Hill regarding sportsbook translation.

With only five options to choose from – English (UK), English (Ireland), German, Swedish and English (Africa) – there’s a limited range of options for international gamers.

Bwin

Bwin is another global player and we’re back to a more comprehensive list of languages now. Global sports fans can choose between English, German, Italian, Spanish, Spanish (Latin American), Swedish, French, Greek, Polish, Danish, Hungarian, Russian, Croatian, Slovak, Romanian, Turkish and Slovenian.

BetVictor

BetVictor takes a similar approach to Ladbrokes’ sportsbook translation by only catering for four different languages. The key difference is it doesn’t make 60% different variations of English. Like Ladbrokes, it also offers English and German but it adds Japanese and Chinese for two of the major audiences in East Asia. Swedish speakers will have to settle for English or head elsewhere but luckily they can join the Irish and African English speakers over at Ladbrokes.

Betfair

Betfair also targets English speakers in Ireland and adds the usual English option. German is there once again and so is Spanish, Portuguese, Swedish and Russian.

As you can see, there’s no list of languages that fits for every brand. English makes a constant appearance for obvious reasons and German is just as popular with the biggest sports betting brands. Spanish isn’t far behind and French makes a pretty regular appearance as well. Surprisingly, Asian languages aren’t that well catered for, except the obvious choice of Chinese and the occasional appearance of Japanese.