Game Lounge's Japanese site rebranded

Game Lounge has rebranded its Japan online casino website in a bid to offer a more localised product to its Japanese audience and stay ahead of the competition.

The company has retained a strong presence in Japan since being the first European affiliate company to enter the market back in 2016. As this continues to show significant growth, our team embarked on an extensive project to redesign JapaneseCasino to align it with new market needs.

This also included a rebranding of the website name to JAPACASI, a commitment to Japanese users’ proclivity towards portmanteaus.

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.”

Colourful, Immersive, and Kawaii

The Japan Team at Game Lounge, who work across the design, content, and performance departments, felt that a new design was needed to capture the overwhelming sensory experience that Japanese consumers are accustomed to.

This culminated in an overhaul of the original website into a new product full of animated banners, clashing colours, vivid images, and a more central focus on the current Kawaii characters.

Jason Attard, our Head of UX & Design, described the entire process as technically challenging and rewarding; “We wanted to create an identity that’s accepted by the Japanese market, and I feel that we have found the Sweet Spot with this rebranding”.

The original website already has an established collection of Kawaii characters, which have become recognisable mascots for our brand in Japan. With the new JAPACASI, these characters are further developed with more affluent personalities and greater prominence to resonate with the local culture.

Rika M., Site Manager for Japan, said: “I received a lot of intimate feedback from our partner casinos about what type of advertising they want to have for their brands. I really feel that their input has allowed us to create a website that has better conversion elements”.

The rebranding of our main Japanese website to JAPACASI has been one of the most intense yet rewarding exercises that we have performed over the past couple of years.

JAPACASI is a testament to the chemistry that exists between the Japanese team and our brilliant European minds at the Malta office.