If you look at Google Trends, "bingo" is searched for more in Sweden than in the USA. Perhaps localizing to Swedish or some other locales would make sense, sinc

If you look at Google Trends, "bingo" is searched for more in Sweden than in the USA. Perhaps localizing to Swedish or some other locales would make sense, since there is probably less adwords competition? Change the strings in the software, get a clued translator (often I see utterly terrible "translations" of foreign landing pages) to also do the landing page and ads.