In Q1 2020, Lottoland Ltd., a European-based gaming network approached WPIC Marketing + Technologies about developing and launching a dedicated website for the Japanese market.

Founded in 2013, Lottoland provides customers around the world access to bets in a variety of markets. Customers that win bets are paid directly by Lottoland, rather than a lottery operator, providing a superior level of customer service.

Lottoland has operations in the EU, Latin America and APAC.

Business Problem

Lottoland needed a service provider to optimize their website, in order to drive growth in the Japanese market.

Those improvements involved:

  • Building and executing performance marketing strategies including SEO
  • Drafting content and distributing press releases
  • And – perhaps most importantly – localizing the web content to suit the Japanese market and its consumers (a particular challenge, as many foreign brands fail in this regard by utilizing a simple translation).


side 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 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.


After several months of in-market support from WPIC, Lottoland is seeing strong results in Japan. The client is seeing customer acquisition costs decline, while organic performance continues to improve.

Together, the WPIC and Lottoland teams are continuously working on new ways to optimize both the client’s website and overall online performance to drive growth and revenue in the Japanese market.

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