How To Use Game Localization To Boost Sales Globally

Image: Example Source

Video games have broken through many barriers over the past four decades. Similar to films and music, games have become a medium consumed globally yet they’re having a greater impact. The astounding success of Fortnite is a good example; it’s free to play with 125 million players from around the world. Young people everywhere enjoy its multiplayer battle royale showdowns and cool characters.

However, the developer of Fortnite, Epic Games, understands that it’s dealing with an international audience and has responded accordingly. They regularly release language patches to satisfy fans in territories where Fortnite enjoys a surge in popularity. And players have responded in kind by buying up in-game goods in record numbers. We’ll delve deeper into how localization can help boost the sales of your game globally.

Increase The Ranking Of Your Mobile Game’s App Store Ranking

The mobile industry is global with 5 billion users and expected to reach 5.9 billion users by 2025 according to a GSMA report. Therefore, if you’re developing mobile games, it’s necessary to have a localization strategy from the get-go. This will help make your games accessible to mobile users in overseas territories and improves their app store rankings.

It’s difficult to break into the top spots in the USA’s app stores, yet it’s much easier to make a dent in hundreds of app stores in other countries. Once you’ve localized your mobile game, then it’s easier to determine which keywords to use in foreign app stores. By utilizing ASO (App Store Optimization) in a variety of stores, you increase the chances of your games ranking higher thus increasing their discoverability.

Be Mindful Of Growing Markets

At XLOC, we understand how difficult and time-consuming it’s making games since we work together with many talented developers. Most developers spend their resources making their games as compelling and entertaining as possible. This leaves them with little time to investigate growing markets; China comes to mind, in which they could derive plenty of sales after a successful localization.

We love taking the guesswork out of the localization process, but also advising our partners on markets that could prove fruitful for their games.

Standing Out From The Competition

It’s no secret that the games market is rather crowded especially on mobile and PC. That’s why it’s imperative to stand out from competitors to make a splash in this highly competitive industry. A great localization will help you do that, as gamers prefer playing titles translated into their mother tongue.

By understanding the cultural sensitivities and nuances of each target market, your game localization efforts will be more authentic and engaging. Moreover, the more engaged gamers are, the likelier they’ll recommend your game to others thus increasing its sales.

Respond To Market Demands

You should always research every market beforehand, and try to accumulate as much data as possible. But you should continue with data analytics even after you’ve launched your game, as this will reveal information that will be vital for its success.

Your game could suffer from crippling bugs causing users to uninstall it or downloaded in markets you least expected. In either case, you should respond immediately but that’s only possible if you collect metrics data. Unity Analytics is a tool that helps developers collect and analyze this data, allowing them to respond with workable solutions rapidly. It also does a great job in revealing which territories games developed with the Unity engine are performing.

In Conclusion

Making a fun game is only part of the process, but marketing and localizing it for several target markets is essential for its success. Game fans are found all over the world, and it’s your job to make the kind of products they’ll find appealing. Feel free to contact us about successfully localizing your game and boosting its sales.