Website localisation is to become a huge factor for many gaming websites in the US, as gambling laws are relaxed in certain states.

Talking to SC Magazine, Steve Sawyer VP business development EMEA at Quova, said that each state or country is setting its own taxation limit on providers and this led to a need to be able to 'ringfence' websites to ensure that only a certain audience can access it.

Sawyer said: “We are trying to ringfence states to look at the people who enter to see if it matches an applicable profile, as a lottery is a big business. With the US deregulation of gaming, they all want ten per cent taxation as they want to know where you are to take the share of tax.”

He also claimed that with advanced correlation both needed and available, websites want to improve the reader experience with adverts and stories and localisation is providing a strong option, as it gives the reader content that they want.

Sawyer said: “It is a matter of how long it takes people when they are looking for an item, it is not an afterthought. A quarter per cent of people will click off if they cannot find what they are looking for. A typical route can be dependant on the user, there is a 50 to 70 per cent drop off rate because of language or country.”

Quova offers IP intelligence on geolocation data in order to power search engines, IP TV and gaming access to control where users are coming from. Sawyer said that the technology will audit visitors for a website so it is country-specific for advertising, while some will use it as a supplying element and give carrier information or use it at the front end to localise the website.

“Some websites of global companies will have a front page message for local readers, and with some European banks they only able to do things within their own borders, so localisation has an element for security providers,” he said.