Game Localization: Essential Information to Know Before You Begin (Part 2)

Data from Mordor Intelligence states that the Southeast Asia Gaming Market is poised to grow at a CAGR of 16.2% by 2027. Today, there are no specific locations where video games are most popular — Asian countries contribute the most to the gaming industry, but there are other regions as well where video games are played on a regular basis.

When you step into international markets, you must ensure that you localize your gaming material in a way that is not offensive to target audiences. Many game players don't choose English as their preferred language and prefer their native language. Since context is essential for a seamless gaming experience, without it, your game won't be able to attract players and keep them interested.

What Happens When Game Localization Fails?

Many funny yet critical instances have taken place in the gaming industry that show how game localization is crucial for a business. Japanese companies developed most classic video games released during the 1980s and 1990s. They used literal translation methods to translate most of their in-game dialogues and texts — with sometimes disastrous results.

NES Pro-Wrestling

One such example of bad game translation is NES Pro-Wrestling. Whenever a player defeats the opponent, the text displayed on the game screen is "The winner is you." It became one of the most mocked statements for years among game players who played this epic game — a classic example of how literal translation without cultural adaptation falls flat.

PUBG

A modern-day example of poor game localization is PlayerUnknown's Battlegrounds (PUBG). Despite using the most advanced technologies, the game company made errors that led to a significant loss in the game's popularity. One localized version of PUBG launched in China named "Game for Peace" was censored in the country. The reason for the restrictions was that the players could still shoot each other in the game, while the name of the version was "Game for Peace." Since China does not approve of any game that includes spilling blood, the gaming company had to change that feature too. In the updated version, finished players wave goodbye instead of dying, and receive little green sparks over their bodies.

COD: Modern Warfare 2

Another example of poor game localization that sparked controversies is Call of Duty: Modern Warfare 2. In one of the missions, there was a character line that said, "Remember, no Russian!" — meaning that speaking Russian should be avoided. However, when it was translated into Japanese, it turned out like, "Kill them, they are Russian." The game was censored in the Russian version for this reason. There were so many translation errors that many players had to seek help to finish several missions. The company had to launch an updated game version, but it lost much profit and user base when Sony Russia decided not to launch it in the PlayStation store.

What You Need to Consider Before Starting Game Localization

Set the Stage by Understanding the Basics

Project planning and management are important before executing any project. An effective game localization management strategy will help you address all the resources, components, and tools you need for accurate translation. Understanding the targeted region's local market and cultural setting is crucial. You must get an idea of specific legal regulations or content restrictions, and know about sensitive topics regarding geopolitics, history, religions, or any other aspect that might require adjustments.

Build a Comprehensive Glossary

Before translation begins, develop a comprehensive glossary of key game terms, character names, and world-specific vocabulary. This ensures consistency across all translated content and helps translators handle new content efficiently. Many game-specific terms don't have established translations in other languages, so it's important to make deliberate choices and apply them consistently throughout the game.

Choose the Right Localization Partner

Game localization requires translators who are not just linguistically skilled but also genuine gamers who understand gaming culture, conventions, and player expectations. A translator who doesn't play games may produce technically accurate translations that feel completely wrong to native-speaking players.

Plan for Text Expansion and Contraction

Different languages take up different amounts of space. German text can be 30% longer than English, while Chinese can be significantly shorter. This has major implications for UI design, subtitles, and any text that appears within the game's visual elements. Plan for this from the beginning of development, not as an afterthought.

Test with Native-Speaking Players

Before launch, test your localized game with native-speaking players from your target market. Ask them to play through the game and provide feedback on language, cultural appropriateness, and overall experience. This "linguistic and cultural QA" step is essential for catching issues that even the best translators might miss.

How Into23 Can Help

At Into23, we offer comprehensive game localization services for studios of all sizes. 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. From text translation and audio localization to cultural adaptation and regulatory compliance review, we cover every aspect of game localization to help you succeed in global markets.