Regardless of their genres, all games are based on specific linguistic, cultural, emotional, economic, and historical backgrounds. However, they can be adapted to the customs and backgrounds of different regions using localization in that regional language.
Therefore, if you are able to understand the cultures and customs specific to a target market and communicate with your potential customers in their native language allows you to make the most of your projects in new markets. This is true for all areas, but especially in the gaming industry, and localization is undoubtedly the most effective way to reach more players and enter the global market. Even if localizing your game is not an easy process and implies more aspects, the effort will be worth it.
So, which are the top benefits of gaming localization? Let’s find out!
1. Reaching New Markets
Expanding to new markets and connecting with your customers are the key activities for growing your business and revenue. As the world is becoming more globalized than ever, if you want to find new customers, then localizing your app or game is extremely important.
Consider these stats:
- 7 of the 10 top markets by iOS downloads are non-native English markets
- 9 of the 10 top markets by Google Play downloads are non-native English markets
- More than 50% of all queries on Google are in languages other than English
- 75% of consumers are more likely to buy the same brand again if the after-sales care is in their native language
Customers are demanding content that is helpful, relevant, and engaging for them. If you want to connect with your customers in other markets, having a localization strategy should be part of your business plan.
2. Increasing Profit
A study of Fortune 500 companies discovered that localized content doubled their chances of increasing the profit. Additionally, it’s 125% more likely companies would grow their earnings per share year-over-year thanks to localization.
These findings indicate that adapted content to your target market sells. Customers are looking for products that help them with some specific pain points that they resonate with. When this thing happens, you’ll likely see higher conversions.
3. Localization Helps You To Stand Out From Your Competitors
Due to globalization, more and more companies are facing fierce local competition and are looking to expand in the global market. Even so, expanding in a new market – especially in a foreign one – is not so easy. Except for adapting your products and services to the specifics of the new market, you also need to consider establishing an online presence and paying more attention to the audience’s needs.
Localized content will help you stand out in a crowded marketplace. Whether it’s your app, product, or marketing materials, the more tailored it is to your customers, the more of a competitive advantage you’ll have over your competitors.
4. Building Brand Loyalty
Today’s customers – and especially game players – are extremely demanding and from the first moment they interact with your brand, they expect to have a useful, captivating, and delightful experience adapted to their needs and desires.
A bad experience or a wrong step of the company can make them quickly move away from your brand, products, and services. On the other hand, if you offer them personalized experiences, in a language that is easy to access and understand, you will draw their attention to your brand and you will gain their trust. Therefore, they will want to interact more and more with the products and services you offer, but also with your company.
5. Cultural Sensitivity
The social, political, and cultural environment in today’s society can be difficult paths to navigate on. Given the issues of climate change, racial justice, and other sensitive subjects at the forefront, customers are urging companies to be more socially aware, now more than ever.
Introducing products, services, and communication campaigns without considering the context of your customers can be a sure recipe for disaster. By working with an agency that offers you high-quality localization services, you benefit from customized content according to your customers’ specific characteristics and ensure they engage with your message.
How Can SandVox Help With your Game Localization?
SandVox is a translation and localization agency that helps gaming companies get their games out to their intended market. We have a team of professional translators and marketers who have proven results for some of the top gaming companies in the world.
Contact us today to find out more about the benefits you can get from your video game localization!
