Can We Still Be Like Water?

 

Our Experiences Translating for the Gambling Industry in 2025

We have seen online gambling growing fast recently. Regulations are expanding across more markets—from the U.S., UK, and Australia to Argentina and parts of Asia like India, the Philippines, and Vietnam. All of these regions are seeing sharp growth in digital gambling, including crypto-based casinos. As a result, language service providers like us are receiving more and more requests to localize content not just for RPGs and MMORPGs, but for online betting sites, casino platforms, and gambling apps.

On the surface, it looks like just another industry in need of multilingual support.

But the work often comes with uncomfortable questions. And for us in the localization world, those questions are worth asking.

Is it right to support something that some people view as harmful? Does translating this kind of content make us complicit? Should we say no—even when the work is legal, or when the legal status isn’t crystal clear?

My colleagues and I at VEQTA has wrestled with those questions too. And every now and then, as a fan of old martial arts flicks and Tarantino-style scenes, I return to Bruce Lee’s iconic quote:

Be like water—adaptable, fluid, able to take the shape of whatever vessel it fills.

For translators, that mindset often feels second nature. We work between systems, across borders—slipping into different roles, subject matter domains, tones, and audiences as needed.

But lately, I’ve started to wonder…

In 2025, should we still be like water when it comes to industries like online gambling?

After all, a lot has changed since Bruce Lee landed his last spinning heel kick in the 1970s.

There are no easy answers here.

But that doesn’t mean we shouldn’t ask the questions.

Legal Doesn’t Always Mean Ethical

Let’s start with the legal side. Translation itself typically isn’t addressed in gambling legislation—but how the translated content is used absolutely matters. Whether something is considered “okay” often depends on local laws and licensing frameworks.

A few regional examples I keep in mind, especially being based in Asia:

• Singapore: The Remote Gambling Act makes most online gambling illegal, except in tightly licensed cases.
• Thailand: Gambling remains criminalized under a 1935 law. A proposed bill later in 2025 may change that—allowing casinos in entertainment zones if passed.
• United States: It varies by state. New Jersey and Michigan, for instance, have fully legalized and regulated online gambling.

 

At first glance, if you’re working with a licensed operator, it’s not so different from translating for the alcohol, tobacco, or pharmaceutical industries. These are legal businesses—and like any legal business, they need to communicate clearly, accurately, and responsibly.

But legality doesn’t always equal comfort. That’s where ethics enters the picture.

Take this example: our team recently declined a project for a client launching a betting platform for rooster fighting. It wasn’t necessarily the gambling itself that made us pause—we just couldn’t support a model that revolved around animals being pitted against each other. As someone who loves animals, that line felt clear.

Honestly, if I’d been managing that job, I probably would’ve let the roosters run for the hills.

But I digress.

Is Translation Ever Truly Neutral?

Some people in the translation world believe we shouldn’t work with gambling clients at all. They argue that translation isn’t neutral. That we’re not just transmitting words—we’re shaping how those words sound, feel, and persuade. That by doing so, we’re fueling the industry, even if indirectly.

Here’s the gist of their argument:

Translators influence tone, intent, and impact. We’re not machines.

If we support industries tied to addiction or social harm, we risk normalizing them—and neglecting our ethical responsibility.

Unlike AI tools or platforms, humans can and should make judgment calls.

Bruce Lee’s “be like water” metaphor is elegant, but let’s not forget—water can also flood and erode. Adaptability shouldn’t mean abandoning discernment.

From that lens, turning down a project isn’t censorship. It’s knowing your line and choosing not to cross it. Just like when we felt more like rescuing the roosters than translating content that would market their demise.

Ethical language providers, they say, should be ready to walk away from work that doesn’t sit right. And honestly, that’s fair.

Ethics Isn’t One-Size-Fits-All

That said, I think the argument can go too far. It risks assuming we all share one moral framework, when in reality, ethics is rarely that tidy.

Here’s how I see it:

Translation is a service—not a seal of approval. Doing our job well doesn’t mean we endorse the message.

That said, it's not black and white. Here’s where nuance matters.

There’s a major difference between translating a self-exclusion policy and writing a banner ad designed to trigger a dopamine rush. There’s also the middle ground: the game content itself—slot machine descriptions, jackpot prompts, VIP club messages, character dialogue, and more.

Some of that is purely functional. It helps players understand how the game works.

Other times, it leans into persuasion—nudging someone toward their next spin or daily bonus.

And sometimes, it blurs the line.

Not every job in this space feels the same. Some projects focus on transparency and player safety. Others focus on engagement, retention, and monetization. As translators, we often stand right at that intersection—and being aware of that matters.

Not all gambling equals addiction. Some of it falls under regulated entertainment, tourism, or casual mobile gaming. A lot of companies do take responsible gaming seriously.

AI already translates everything—even content far more questionable than this. What sets us apart is our ability to think critically and act responsibly.

And if we’re going to draw the line at gambling, what about alcohol, tobacco, or firearms? Should the entire profession walk away from all of them?

For most of us, ethics matter.

But we have to navigate these concerns thoughtfully—not use them to shut down entire industries by default.

Guardrails That Help

Here are a few simple principles that help me stay grounded:

Ask where the client is licensed and where the content will be used.

Don’t just take their word for it. If a client says “Indonesia,” “Thailand,” or “the Middle East,” pause and research. Gambling regulations vary widely—and so does the risk.

Be clear about your role in the contract.

You’re providing linguistic services, not legal counsel. A short clause clarifying that can protect you if questions arise later.

Think about tone in context.

You might be localizing jackpot prompts, free spin banners, or daily challenge alerts. These need to be playful—but not predatory. Find the balance between engaging and ethical.

If a project feels wrong, say no—and say it clearly.

Don’t ghost. Don’t just say “bad vibes.” Be upfront. It’s easier to stand by your decisions when you’ve already reflected on your boundaries.

Stay informed.

This industry moves fast. What’s in a legal gray zone today might be fully regulated tomorrow—or banned outright. Make it a habit to check key market updates regularly.

One Final Thought

I don’t believe in censoring the service industry. That’s not our job.

Our job is to make content understandable, accessible, and accurate—across languages and cultures.

Yes, ethics matter. Ethical principles shouldn’t become blunt instruments that block nuance—or close doors in markets where things are legal, licensed, and handled with care.

If the content is lawful, culturally respectful, and approached with care, I don’t see translation as complicity.

We see it as professionalism.

As Bruce Lee said:

Be like water.

Flexible. Thoughtful. Adaptable.

But always present and always essential.

Language has power.

Let’s use it wisely—not fearfully.