Good question and great answers. In my case i consider myself as new in the market, so i dont have the necesary experience to say what is better.
I´m focused in an specific country, trying to be the first site that players from my country consult before choosing a casino. I now my country is small but i live here and i now the potencial it has. I want also to have a worldwide site that can be like the principal brand, and from there build links to other local sites.
I think the best way should be what PokerKeaper sayd, using both ways. But been very local with the country you choose.
Nicolas O., Online Casino Expert for Chile