The rebrand from the Malta-based group saw the brand name change from JapaneseCasino to Japacasi, with the company noting that the change represents a commitment to Japanese users’ tendency towards word blends.
First launched in Japan in 2016, Japanesecasino.com had the vision of a European product embedded in Japanese ideas and, following growth, the group understood that the current Eurasian UI/UX of the website needed to undergo an extensive redesign amid an ultra-competitive market.
“Localisation is crucial for any international company operating in a variety of countries,” said Game Lounge CEO Jonas Cederholm. “While this has always been at the forefront of our approach, we felt we could go further by rebranding and redesigning.
“At Game Lounge, we are privileged to have seven Japanese working for the company, and it made sense for us to listen to the team and work on how we should adapt to attract more local punters with our understanding of the nuances of the market.”
Game Lounge’s Team Japan felt the new design should capture the overwhelming sensory experience that customers in the country are accustomed to. This involved animated banners, clashing colours and vivid images.
The company noted that Japacasi represents the chemistry between Game Lounge’s Japanese and European teams.
Japan Site Manager Rika M. commented: “I received much intimate feedback from our partner casinos about the type of advertising they want for their brands in this unique market, which has allowed us to create a new website that has better conversion elements in this market.”
