Game Development for the Global Market

People play games more or less the same all over the world. Genres, platforms, and some game parameters may differ, but massive gaming communities exist in roughly every corner of the globe.

At the same time, the importance of adapting games to regional languages and cultural nuances cannot be underestimated. If your game has even a bit of text, it's better to localize it into as many languages as possible. But this is not an easy process, even for games with minimal text. In this article, we will take a detailed look at the video game localization process, learn how long video game localization takes, try to understand what game localization means for your specific game, and examine some best practices for game localization.

What is Game Localization

Game localization is the process of adapting video games for different regions and cultures through translation, modification, and adaptation of content such as text, audio, and graphics.

The video game localization process involves many different aspects, such as translating in-game dialogue, UI text, and ambient speech, adapting graphics and artwork for the new market, and sometimes changing gameplay elements to better suit the region. Overall, the goal is to make it feel like the game was developed specifically for that region or culture.

Why is Game Localization Important?

It's important to understand that game localization best practices often go beyond simply translating text in the game. So, here are 5 reasons why localization matters.

Market Expansion and Revenue Growth

Proper localization helps games reach a wider audience by making them accessible to speakers of different languages. And by expanding the market through new gamers, localization can lead to increased sales and revenue.

Delivering a Better Experience

Games localized with decent quality are more engaging and immersive because players can fully understand and relate to the content without extra effort. Sometimes this changes the whole perception of a game. Take Red Dead Redemption 2 as an example. If Rockstar had made sure to voice the dialogues in more languages, non-English-speaking players would have paid more attention to the beauty of the world they created, rather than trying to catch tiny subtitles.

Avoiding Legal Issues

Different regions may have completely different opinions about certain things that may be present in your game, such as violence, use of certain symbols, mention of religious figures, etc. For example, Australia has fairly strict laws regarding the portrayal of violence in video games, so if companies want to attract the Australian gaming audience, which numbers over 17 million people, they will have to censor violence, which will be part of localization.

Increasing Brand Loyalty

Gamers appreciate it when games are localized for their region, which can lead to increased brand loyalty and positive reviews. A decent portion of positive reviews on Steam includes thanks for localizing games into different languages.

Satisfying Cultural Expectations

Localization allows games to be adapted to local cultures, ensuring that game content is appropriate and acceptable in different regions. For example, to preserve sales of Wolfenstein: The New Order in Germany, Machine Games managed to replace the Nazi swastika symbol with another emblem in the German version of their game. Otherwise, the game would have been banned, and Bethesda would have lost over 32,000 sales in Germany.

Challenges of Game Localization

In most cases, making even a simple game suitable for many regions is no walk in the park. Here are 5 common challenges that publishers and game companies face when localizing games.

Challenge 1: Language Barriers

Ensuring an accurate translation of the game into the target language can be tricky, especially when it comes to idiomatic expressions, slang, or humor that may not translate well. We strongly recommend involving people with philological and translation education and experience in the game localization process.

Challenge 2: Cultural Differences

Adapting game content to local cultural norms and sensitivities requires careful consideration, because what is acceptable in one region may be unacceptable in another. If you are unsure whether something in your game might offend members of a particular culture, be sure to find a consultant for that region.

Challenge 3: Technical Issues

Text expansion and font compatibility can cause layout and spacing issues: Asian characters take up significantly less space than English words, while German ones can take up much more. Also, make sure the game engine supports special characters that may appear in the language.

When it comes to audio and video, files may need reformatting for different regions. Additionally, many games suffer from poor lip-syncing during voice-overs.

Challenge 4: Time and Cost Constraints

Localization can be time-consuming and costly, especially for large games with extensive content. Development companies must weigh the costs of localization against the potential revenue.

Challenge 5: Legal and Regulatory Requirements

Different regions may have various legal and regulatory requirements that must be followed, such as age ratings, content restrictions, and licensing agreements. Be sure to consult with legal experts in the regions for which you want to localize your game.