When it comes to breaking into the exciting world of mobile gaming, developers have their work cut out for them. With an ever-expanding global audience, the potential for success is massive. But to truly tap into this opportunity, it’s not enough to just launch your game on an international platform. You need to adapt your game to the tastes, preferences, and sensibilities of your target audiences. Localization is the name of the game here, and it can help you unlock previously untapped markets and audiences.
Here are five hacks to use localization to reach a wider audience and boost user acquisition:
1. Embrace cultural adaptation
Localization isn’t just about translating your game’s text to different languages—it’s about making your game relatable and culturally appropriate. This might mean altering graphics, symbols, or character designs to avoid offending players or tweaking gameplay to be more in line with local gaming trends. For instance, if a game contains cultural references or humor that only make sense to a particular demographic, it should be adapted or replaced to make sense in the target culture. Take the case of the iconic “Super Mario Bros” from Nintendo. In Germany, where turtles are often seen as friendly, the game’s villain, Bowser, was redesigned to resemble a dragon, veering away from the original turtle-like creature prevalent in other versions. This type of adaptation makes the gaming experience more culturally relatable and can significantly boost the appeal of your game, driving up user acquisition.
2. Localized marketing for local tastes
To break into new markets, you have to speak the language of your audience, and this goes beyond mere translation. Don’t just translate your original marketing materials word for word. Instead, create fresh, localized marketing campaigns that resonate with the local audience. Use local influencers, appeal to regional events, holidays, or traditions, and adapt your visuals and ad copies to suit the target demographics better.
When “Clash of Clans” expanded into the Asian market, they didn’t just recycle their original ads. Instead, they created new ones featuring well-known local comedians and emphasized gameplay aspects that resonated with Asian gamers. By tuning your marketing efforts to resonate with local tastes, you can strike a chord with your target audience and drive higher user acquisition.
3. Adapt to the local monetization practices
Monetization strategies that work in one region may not be as successful in others. While gamers in the U.S. and Western Europe are comfortable with the freemium model, Southeast Asian gamers might prefer an ad-based model where they get rewards for watching ads. Tailoring your monetization approach to align with local preferences can enhance user satisfaction, driving up both revenue and user acquisition.
4. Utilise local app stores
While Google Play and the App Store are dominant in many regions, local app stores can be goldmines in certain markets. For example, in China, local app stores like Tencent Myapp, 360 Mobile Assistant, and Baidu Mobile Assistant are widely used. By customizing your game for these platforms, you stand a chance to unlock a vast user base and see your user acquisitions skyrocket.
5. Don’t skip localization testing
It’s crucial to ensure that your localized game resonates with your new audience and does not offend or alienate them. Conduct thorough localization testing, from checking translations for accuracy to ensuring culturally adapted elements hit the right note. You may also need to check that localized versions comply with any regional regulations or restrictions. Thorough testing safeguards your reputation and ensures your game is well-received, setting the stage for successful user acquisition.
The process of game localization requires careful thought and planning. It’s not just about tweaking a few aspects of your game; it’s about understanding the hearts and minds of your target audience and delivering a gaming experience that they’ll love. So, if you’re looking to make your mark in the global mobile gaming scene, don’t underestimate the power of localization. It’s a proven pathway to expanding your user base and achieving success in the international arena. In the end, remember that in this interconnected world, localization is your bridge to the hearts of global gamers. By adapting your game to the tastes and preferences of each target region, you can see your user acquisition shoot up and set your game up for global success.
