Lessons in Localization: Flutter Entertainment


The Nimdzi Lessons in Localization series highlights the largest, the most innovative, the up-and-coming, and the most successful globalization programs in the world.

In today's Lesson in Localization, we look at how Flutter Entertainment does localization.

A lesson by Hannah Leske.

About Flutter Entertainment

Flutter Entertainment specializes in gaming, sports betting, and interactive experiences that will have you on the edge of your seat. From thrilling casino games to exhilarating sports events, they have it all. 

Beyond the games, Flutter Entertainment is committed to responsible gambling and ensuring a safe and enjoyable environment for all its users. Their dedication to integrity, fairness, and transparency sets them apart. Whether you're a casual player seeking some fun or a passionate sports enthusiast, Flutter Entertainment is there to provide unforgettable moments and a top-notch entertainment experience.

Behind Flutter Entertainment is Flutter International, which includes other brands like Betfair International and PokerStars. From within this parent organization, Paul van der Leije and Goran Markus oversee localization for Flutter Entertainment and all other subsidiary brands.


The localization program is well-established and mature. With localization experts who have been with the company for nearly a decade or more, the team collectively possesses over 1,000 years of localization experience.

The localization program’s 'school of fish' method has proven highly valuable. By working on all languages simultaneously, the team can address challenges and resolve issues collectively, resulting in improved efficiency and a higher-quality end product.

Native speakers in commercial or marketing functions review and approve translation quality for important content. They are not responsible for linguistic accuracy but rather for providing valuable cultural context for language choices in their region.

RWS plays a central role, with Trados and Language Weaver tightly integrated into localization workflows, and potential for further integrations in the future.

Paul and Goran are proactive in exploring how technology can enhance localization, preparing for a future where generic content won't suffice and language technologies will be paramount to meeting end-user expectations efficiently.


Fast facts:

Included in this Lesson in Localization

  • Localization at Flutter Entertainment: an overview
  • Culture
  • Organization
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Interesting initiatives


This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Paul van der Leije, Localization Manager at Flutter Entertainment for sharing a valuable lesson in localization.

Special thanks to Goran Markus, Senior Localization Manager at Flutter Entertainment for sharing a valuable lesson in localization.

Hannah Leske Nimdzi Insights

This Lesson in Localization was prepared by Nimdzi's Localization Researcher, Hannah Leske. If you wish to learn more, reach out to Hannah at [email protected].

31 July 2023

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