When designing a new video game, it can help to keep the localization process in mind from the early development stages. Doing so is the number one thing you can do to set your localization project up for success. Why? We’re breaking down six reasons why you need to focus on localization from the get-go instead of treating it like part of the post-production process.
1. An Early Localization Plan Sets Your Game for Success
While you may feel the need to localize your video game for every language, the truth is not every language sees the same return on investment in each game. Look at your store page traffic, sales, and community feedback to help you craft your globalization strategy. Once you know what your top target languages should be, you can focus your localization efforts there.
2. Language Updates May Keep Your Game Relevant and Engaging
To inform your audience of new content in a different language, you can utilize the Community Announcements and Update Visibility Round tools in the game store. You may also consider running a sale if the update is significant enough.
Providing access to your game in different languages can open a variety of doors worldwide. The less a language is similar to English, the higher the expected return. For example, many customers in Asian territories don’t speak English, while many customers in European countries do.
3. Localized Products Gain Favor in Game Stores
When it comes to game stores, language support is determined by the in-game language settings, not just the store page itself. This means that even if your store page isn’t localized, having the game itself available in multiple languages can attract a broader audience. However, to maximize the benefits of video game localization, it’s a good idea to localize your store page as well. This not only makes the game more accessible to non-English speakers but also creates a seamless and inviting experience from the moment they first encounter your product.
By offering both a localized store page and in-game language options, you increase the likelihood of your game being featured in various regional stores, which in the long run can boost visibility, downloads, and sales.
4. Separating Language from Geography Helps Addressing Player Needs
Players’ language preferences don’t always match their geographic location. So, if your game supports multiple languages, make those options available to all players, not just those in certain regions. This approach ensures that players can choose their preferred language, no matter where they are, enhancing their gaming experience and broadening your game’s appeal.
5. A Strategic Language Plan Enhances Market Penetration
Understanding your game’s content is key to a successful localization strategy. If your game features a lot of text or complex lore, consider how relatable it will be to a global audience. This will influence your choice of translation services—whether to use a Language Service Provider (LSP) or hire freelancers. Selecting the right translation partner based on the game’s specific needs can ensure a more effective localization, making it more appealing to players across different markets.
6. Project Accountability Ensures Quality and Consistency
Regardless of the size of your studio, it’s always important to have a clear plan in place for who will be in charge of overseeing the whole process and who will be the main point of contact between the localization team and your development team.
The Takeaway
Localization is an integral part of game development that requires careful planning from the early stages. By prioritizing video game localization early, you can expand your game’s reach, meet market demands, ensure cultural relevance, and ultimately can increase your revenue.
