Betting on Words: Insights from SBC Lisbon 2025 for International Translation Day

What better way to celebrate International Translation Day than by talking about gambling? Stay with me. At first glance, the fast-paced world of sports betting and the quieter craft of translation seem like total opposites. One thrives on flashing odds, innovation, and big wins. The other relies on patience, precision, and cultural nuance. But here’s the twist: they have far more in common than you’d think.

This week, as linguists around the world raise a glass to the power of words, I’ve been reflecting on SBC Summit Lisbon 2025 - the annual gathering where the global iGaming and betting industry shapes the future of markets, regulation, and technology. The industry isn’t just a playground for tech and finance - it’s a live case study of why language matters more than ever.

As a Linguistics graduate now working in business development at Travod, I see these connections daily. Lisbon reminded me once again - whether you’re betting on markets or bridging cultures, success comes down to one thing: it’s all about the words.

Global Markets, Local Voices

One of the biggest themes at the summit was expansion into diverse markets. From India’s Online Gaming Bill to Brazil’s sports betting boom, to Africa’s mobile-first innovation, the message was clear: there is no global strategy without localisation.

Launching in Brazil without Portuguese localisation isn’t just a missed opportunity - it’s a dead end. Expanding into Africa requires adapting payments, support, and responsible gambling tools into languages like Swahili, Yoruba, and more.

At Travod, I often remind clients: compliance comes from regulation, but trust comes from language. Speak like a local, and you don’t just meet expectations - you build loyalty and trust.

Technology and the Translation Paradox

AI dominated the Lisbon agenda: fraud detection, predictive analytics, AI-driven affiliates. In translation, the story is similar. Machine translation, large language models, and content automation promise speed and scale. But if everything is automated, where does the human touch go?

A session on “Content Localisation & Human-Centric SEO in the Age of AI” summed it up: algorithms crunch data, but they can’t adjust for humour, soften tone, or know when a pun won’t translate. International Translation Day reminds us that words are more than technical outputs - they shape the user experience.

Regulation and Protection: Words that Safeguard

Lisbon also reinforced something I live and breathe every day: regulation and player protection are built on language. Legal frameworks, compliance standards, and safety guidelines all hinge on precise wording. A mistranslation can derail market entry or leave vulnerable players unsupported.

Player protection ultimately comes down to clear, empathetic communication. A gambler in crisis doesn’t just need a self-exclusion button - they need it labelled in their language, with a supportive tone and instructions simple enough to act on immediately. Technology provides tools, but language provides clarity, trust, and care.

Storytelling, Branding, and the Linguist’s Advantage

Lisbon hosted high-energy sessions on marketing, including Gary Vaynerchuk’s keynote on “Day Trading Attention.” I’ve been following Gary on LinkedIn for over four years, and his posts have consistently inspired me to think differently about communication and branding. Seeing him live made those lessons tangible! 😊

His message tied directly to the summit’s theme: brands succeed when they tell the right story. In gaming, it isn’t just odds or promotions - it’s narratives that resonate locally: Brazil leans into football, India taps into cricket, South Korea thrives on esports.

As a linguist, I call this applied semiotics: understanding how words, metaphors, and cultural symbols carry meaning differently across audiences. You can’t sell into a market until you can speak its language, literally and figuratively.

Few Last Words on Words

SBC Lisbon reminded me that translation isn’t peripheral - it’s central to growth. Every trend I saw - AI-powered marketing, cross-border regulation, player protection - relies on effective communication. Without linguists, “global” remains just a buzzword. With them, markets open, audiences engage, and trust is built.

As I left the conference venue on the final day, I thought about the variety of voices I’d heard - CEOs from Toronto, regulators from Delhi, affiliates from Stockholm, innovators from São Paulo. All chasing the future of gaming, united by one thing: the need to be understood.

And that’s why today, as we celebrate International Translation Day 2025, I’m raising a glass not only to the bright future of gaming, but also to the future of global communication.

Because in the end, whether you’re placing a bet, drafting legislation, or building a brand, it has never just been about the words only.
It’s always been about the message, the tone, and the connection they create.

About the author

Iya Brocklehurst is a passionate linguist and business development expert with over 15 years in linguistics. As Business Development Manager at Travod, she helps global brands connect with audiences through high-quality translation, copywriting, and SEO. With experience launching Sky’s Business Broadband service and a Degree in Applied Linguistics from Kuban State University, Iya combines communication, analytical, and strategic skills to drive growth and deliver authentic, localized content for Travod’s clients.