The French code for Canadian igaming, according to Royal Partners: Localisation that converts 

Royal Partners explains why comprehensive French localisation has become essential for igaming operators in Canada to maximise player conversion and retention across Quebec’s distinct French-speaking market.

Opinion.- Canada is often treated as an English-speaking region when launching igaming campaigns. This is a common mistake when targeting local traffic. Ads, landing pages, and products are often launched in English without segmenting audiences by language. While this may seem like the simplest approach, it can mean missing valuable opportunities in the long run.

Nearly a third of Canada’s population speaks French, and French is the primary language of communication in Quebec. Players expect to interact with a product in their native language. If someone clicks on a French-language ad and lands on an English-language site, the chances of converting from registration to deposit can drop.

For igaming brands targeting Canada, French localisation is no longer just an optional extra. It can influence conversion rates, player retention, and the overall quality of acquired traffic. Here’s a closer look at why it matters and what brands should consider when localising for French-speaking players.

Why English-only campaigns can hold you back in Canada

Canada has long been one of the most attractive igaming markets. Its high-value audience, well-established market, and strong interest in online entertainment make it a reliable source of quality traffic.

At the same time, treating Canada as an exclusively English-speaking market is a common mistake. According to Statistics Canada, about 29 per cent of the country’s residents speak French. Most of them live in Quebec, where more than 80 per cent of the population uses French as its primary language of communication.

From a media-buying perspective, Quebec can effectively be treated as a separate market segment. Simply translating advertising creatives is not enough. Players expect the full brand experience—from the landing page and sign-up process to bonuses, emails, and customer support—to be available in a language they understand and use on a daily basis.

That is why many teams treat Quebec as a separate focus area. Advertising campaigns can be tailored to the market with French-language creatives, local terminology, and dedicated landing pages. This also makes it easier to measure performance and optimise campaigns specifically for French-speaking audiences.

There is another factor worth considering. Quebec’s Charter of the French Language establishes French as the primary language for commercial communication. For igaming brands, this is more than a regulatory consideration. It also reflects what local players expect from businesses operating in the province. The more naturally a product fits its market, the easier it is to create a familiar and trustworthy experience. 

How to make French localisation more effective

Do not limit localisation to the website. Players should encounter French throughout their entire experience with the brand—from the initial ad and landing page to sign-up, bonuses, emails, and other communications. 

According to research by the Office québécois de la langue française, 38 per cent of users were dissatisfied with a product after receiving even one email, notification, or invoice with poor-quality French localisation. Even a single language error or inconsistency can make a product feel less polished and undermine trust.

Use Quebec French. Although Quebec French and European French share the same linguistic foundation, they are not interchangeable. Quebec audiences use vocabulary and terminology that may sound more natural and familiar than their European equivalents. For example, Quebec French commonly uses courriel instead of email, fin de semaine instead of weekend, and magasinage instead of shopping.

The recommendations of the Office québécois de la langue française can be particularly useful during the localisation process. The organisation provides guidance on using French in business and digital services. Relying on a literal translation into European French can make a product feel less relevant to Quebec users and may affect how they perceive the brand.

Localise the entire user experience. Terminology, tone of voice, bonus mechanics, email campaigns, push notifications, and even search terms should feel natural to the local audience.

Research from the Office québécois de la langue française supports this approach. Almost 60 per cent of Quebec residents prefer to shop online in French, while 56 per cent use French-language search queries. For igaming brands, this means localisation should cover the full player journey, from the first ad a user sees to the communications they receive after sign-up.

Keep Localisation Up to Date. Localisation does not end when a product goes live. Content needs to be reviewed and updated as the product changes. According to the same research, 47 per cent of Quebec residents have experienced dissatisfaction with the lack of a French version of a digital platform or with the quality of its French-language version.

This matters even more in igaming, where players regularly interact with bonuses, payment information, terms and conditions, and other important content. If the language feels unnatural or contains mistakes, it can undermine trust before a player even makes their first deposit.

How French localisation can affect conversion

According to Royal Partners’ internal analytics, French-speaking players in Canada show higher activity levels than English-speaking audiences.

Alex, CBDO at Royal Partners, said: “Canada is one of the most stable regions in our line of work. After working with this market for some time, we’ve noticed a clear pattern: French-speaking players tend to be more active. Most of this audience is concentrated in Quebec, so when brands target Canada, we always recommend comprehensive French localisation.

“For us, this isn’t an experiment or simply a way to support another language. It’s a decision based on our internal analytics and hands-on experience with Canadian traffic.

“If we want to attract high-value players, the product needs to meet their expectations from the very first interaction. That’s why we consistently add French localisation to our Canadian brands and continue to develop it.”

For partners, this can mean higher-quality traffic and greater long-term player value. Localisation can influence registration and first-time deposit conversion rates while also supporting player retention—an especially important factor when working with a RevShare model.

French localisation has already been implemented across the IRIS and FUGU brands, and Royal Partners plans to continue rolling it out across brands targeting the Canadian market. For the company, this is not a one-off initiative. It is part of a long-term strategy to develop and scale igaming brands in Canada.