Data from Statista indicates that the mobile gaming market is valued at $64.7 billion USD in Asia. Missing out on a large market due to ineffective localization would cause gaming companies to lose out on a massive potential revenue source. The gaming space feels like an entirely different world — you feel like you are in there, interacting with the game story like it's your own. That experience is thrilling, and it's one of the primary motives of the gaming industry: to deliver a user experience that feels real, even when it's virtual.

Why Game Localization Is Essential

Before we discuss what game localization is all about, we need to understand why it is essential to the success of a game. Here are some key facts:

  • Tencent, Apple, and Sony were the top companies in 2021 in terms of generating revenue from the gaming industry. Tencent generated almost $32.2 billion during this period.
  • China tops the list with the biggest gaming industry market, with an approximate turnover of $49.3 billion in 2021.
  • Of the top 10 global video gaming markets, Asian countries have a whopping 40% of the share.
  • In 2021, mobile gaming remained the top player, with almost $93.2 billion in annual revenue.
  • Around 3.24 billion people around the globe play video games.

These stats clearly depict how the gaming industry is booming and why companies are shifting their interest toward video game development and localization.

What Is Game Localization?

Game localization can be expressed as the process of making a video game fit the cultural and regional backgrounds of your target audience, including their values, behaviors, and preferences. When you adapt your game based on the cultural relevance of players in different locations, they feel as if the particular game was made for them. Simply put, it provides game players with the best gaming experience.

Game localization does not only deal with translating gaming content. To make the characters, storyline, and dialogues relatable to local game players, you might also need to change symbols, color schemes, graphic elements, and cultural references in addition to translating the material.

What Needs to Be Localized in a Game?

Text and Dialogue

All in-game text, including menus, tutorials, subtitles, dialogue, and system messages, must be accurately translated. This is the most visible element of localization and the one most likely to affect player experience if done poorly.

Audio and Voice Acting

For games with voice acting, localization may involve either dubbing (replacing the original voice acting with recordings in the target language) or subtitling (keeping the original audio and adding translated text). The choice depends on budget, content type, and target market expectations.

Cultural References and Imagery

Cultural references, humor, and imagery that work in one culture may be confusing or offensive in another. Effective game localization requires reviewing all cultural content and adapting it to be appropriate and resonant for the target market.

Legal and Regulatory Compliance

Different countries have different regulations regarding game content. China, for example, has strict rules about depictions of violence, death, and certain historical events. Germany has specific regulations about Nazi imagery. Understanding and complying with these regulations is a critical part of game localization.

The Business Case for Game Localization

The return on investment for game localization is well-documented. Games that are properly localized for Asian markets consistently outperform those that are not. The cost of localization is typically a small fraction of the overall game development budget, but the potential revenue uplift from accessing new markets can be enormous.

Today, launching a video game in the global market is grueling. The primary objective of game studios is that their games are welcomed in all targeted markets with open arms. It helps them get a foothold in the gaming industry, increase their user base, and ultimately maximize revenue.

How Into23 Can Help

At Into23, we offer comprehensive game localization services covering text translation, audio localization, cultural adaptation, and regulatory compliance review. Our team of gaming linguists combines deep language expertise with genuine gaming knowledge to ensure your game feels native to every player, in every market. Get a quote now for our localization services for your game.

Read Part 2 for examples of game localization gone wrong and what you need to consider before starting your localization project.