Lottoland

In order to ensure all content was optimized for the Japanese audience, WPIC had all written material and graphics reviewed by a native speaker on the team who had not read initial articles in English.

Due to compliance issues around PPC for the gaming industry in Japan, SEO performance became even more important, as one of Lottoland’s only traffic acquisition tactics. To that end, WPIC’s team conducted keyword mapping and trend analysis for all website copy to ensure the Lottoland website performed highly across relevant search terms.

Additionally, in order to raise awareness in the market, WPIC also distributed continuous press releases via several Japanese online media outlets, resulting in the release of several articles per week. This was particularly effective in Japan, as online media in the market frequently reprint one another’s content, using existing articles. This includes major outlets like Yahoo! Japan News and Livedoor.com.

As a result, this tactic is instrumental in helping foreign brands (many of whom have built little awareness when they enter the market) get on the radar of consumers without spending heavily on brand advertising.