Game Lounge puts a fresh coat of paint on flagship Japanese affiliate site

Game Lounge has rebranded and redesigned its Japanese online casino affiliate site, Japanesecasino.com, including a rename to JAPACASI.

Japanesecasino.com first launched in 2016 with the aim of delivering a European-style product with a Japanese twist, but since its launch the firm has determined there has been enough development in the market to warrant this radical change.

Game Lounge’s Team Japan, which consists of a number of Japanese citizens, has designed a new UI and UX that is better suited to its audience, with animated banners, clashing colours, vivid images and a more central focus on Kawaii characters.

Jonas Cederholm, CEO of Game Lounge, said: “Localisation is crucial for any international company operating in a variety of countries. 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.”

Rika M., site manager for Japan, added: “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.”