English is the officially recognized global language. However, to rely only on English for a globally marketable product is not the smartest option. Simply, because it leaves so many faucets closed, while there are so many opportunities for multilingual forms of representing a finished product. Let’s take human psychology as an indicator by imagining ourselves as the targeted audience. Simply change the language of any game you play into a non-native language, or better yet, your mobile or WhatsApp language. I’m sure you will not be able to navigate that game, app, or phone even though you are familiar with the UI.
Well, that confusion you feel is usually felt by foreign language speakers trying to play your game. You can honestly have the best game ever made, but if people cannot understand or navigate it, it will never monetize or reach the popularity it was destined for. This is where gaming translation services make all the difference. You can learn from mobile gaming giants such as Pokemon Go which is available in 30+ languages and Genshin Impact which is available in 13+ languages. Localized translations might be your key to reaching millions of users and potentially earning in the millions as well.
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Cheap Form of Game Localization
If you are on a tight budget, then completely localizing your game for multiple locations may be something you can do later on. However, you can find the right formula to localize and increase engagement in the meantime. For instance, Genshin Impact has voiceover gameplay for just 4 languages namely: English, Chinese, Japanese, and Korean. While the text language is available in more than 13 languages. The reason is that it is much cheaper to translate and localize text than it is to localize the entire gameplay and story.
Hence, once you create your game you can identify locations where such games are more popular and where they are not. Moreover, you can also look at buying power, the cost of marketing in that region, how much AdSense money can be made from a particular region, and the willingness of people to spend. Honestly, all such indicators can be defined by your game genre. Stats are there for everyone to see, but it is also wise to conduct your own research. You can also look at the most commonly spoken languages with the highest population densities.
Most Common Languages
The Korean and Japanese languages are not spoken all that commonly around the world. However, given the percentage of gamers in both countries you should consider them in your list. You can take advice from any reputable translation company who is known for providing gaming translations.
The most common languages are:
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- English
- Mandarin
- Hindi
- Spanish
- Arabic
- French
- German
- Russian
- Bengali
- Portuguese
- Urdu
Strategies Used in Mobile Game Localization
Localizing a game goes way beyond just mere translations. It is about creating an experience that the target audience can feel at home with. Yes, at times a one-shoe-fits-all approach can work wonders. For instance, a game about Ninjas only needs to be localized to a certain standard, but should remain more inclined towards Japanese culture, where Ninjas actually originate from.
Here are some strategies used for game localization:
Language & Culture
To ensure accurate translations, you should consider hiring native speakers who understand the game’s cultural context. For instance, jokes are more than often limited to a certain culture or location, which can be swapped for similar jokes that resonate with your target audience.
Formatting is also an important factor since certain languages need different forms of spacing and even the UI elements may need to be adjusted accordingly.
Audio & Visuals
If you opt for voice overs, you need someone who can also mimic emotions properly and sound effects may also need to be adjusted. Sometimes it takes a longer or shorter time to say something in another language.
Similarly, in terms of visuals, you would need to localize graphics, payment methods, date formats, currency formats, and more. You may also need to choose different color schemes and change images that may be sensitive for the new audience.
Marketing Optimization
All games have their own marketing copy which can be on their website, on the Play/App Store, and in other places. When localizing, the professional linguist will use target language keywords and descriptions to make your game more discoverable. This process is known as SEO and it is necessary for all forms of business online. Even your marketing campaigns will be reimagined and tailored according to your target audience’s needs.
Partnering with local influencers and celebrities is also important in promoting your game and for building trust. Your campaigns on social media, websites, and even planned events need localized forms of content.
Examples of Popular Localized Mobile Games
You can find case studies for the following games very easily.
- Pokémon Go
- Call of Duty
- PUBG
- Candy Crush Saga
- 8 Ball Pool
- FIFA
- Pro Evolution Soccer
- Angry Birds
- Chess.com
- Genshin Impact
- Monument Valley
- Subway Surfers
- Temple Run
- Clash of Clans
Honestly, this list could go on and on, like a database. But I’m sure the examples I have mentioned above are enough to help you get the picture.
Final Thoughts
Localization providers utilize the strategies above to help game developers increase reach, engagements, profits, and more. It is important to remember that localization is a constant process and marketing of your game never stops. Moreover, it is important to be aware of cultural trends and adaptations in your target regions. Maintaining a connection with your audience is key to expanding your international presence.