Guide to Game Localization

Game Localization

As the gaming market continues to surge, localization is the best way for gaming companies to attract countless new customers and expand into international markets. Localization helps gaming communities grow and generates interest among new players across the globe. As a result, companies will have many more opportunities to evolve, while developing new game versions and getting feedback on a global basis.

What Is Game Localization?

Game localization is the process of adapting a game to suit a region, so that players feel like the game was made for their locale. Although the localization process is complex, the end results are definitely worth it.

During localization, every aspect of the game has to be transformed to resonate with people who speak the language of the region. From translating all spoken and written words to localizing graphics, the project has to be carefully planned and executed to ensure that the process is smooth and that the end result is a polished, localized game.

Because of the complexities involved, partnering with a game localization services company will help ensure that the localization is a success.

How Does Game Localization Work?

The process of game localization involves numerous steps, with the first decision being the selection of a language services provider (LSP), who will put together a team of experts to work on the project. Then the process of localization can begin. Some of the steps that will be required for localization include:

  • Select the target region for localization. Aside from the United States, some of the top countries for game localization are China, Japan, South Korea, Germany, and the United Kingdom.
  • Translate the written content, including the user interface text, instructions, and game script. Once the script is translated, it is important that all voice-overs be localized to suit vocal aspects, such as intonation, to ensure that regional gamers feel a sense of familiarity.
  • Revise the game’s overall look and feel to ensure that it matches the region.
  • Localize all aspects of the game, such as graphical elements, names of characters, and locations, as well as measurement units, date formats, and address formats.
  • Focus on localizing all technical elements, including coding and text operations. To accommodate for future development in other regions, think about writing the game’s coding in such a way that adjusts for various languages, locations, and cultures. Once all of the game elements are localized, marketing and advertising are also critical to localize. This includes website localization, along with posters and other printed material.

Why is Game Localization Needed?

With the gaming industry expected to exceed $200 billion by 2023, the international gaming sector is huge. As such, gaming companies can expect exponential growth through localization. Simply put, a company that remains in one region is missing out on major revenue streams. Considering that games are a continuing to account for a large part of people’s entertainment, localized games will naturally attract more players in the new regions.

Other reasons to localize are:

  • Gaining a competitive advantage. As companies localize, they are already outdoing their competition that is not embarking on localization.
  • Achieving a better ranking in app stores, which ultimately leads to higher sales.  
  • Increasing the popularity of the game through more downloads, which means more potential customers will become aware of the game. 
  • Ensuring user satisfaction and engagement since gamers will fully understand the plot and controls of the game.

How Gaming Companies Use Localization?

Numerous gaming companies have learned that careful localization is the key to their game’s success. For instance, when the World of Warcraft game was localized for the Chinese market, developers had to be extra careful to ensure that the game was appropriately adapted. As part of the game, player models look like skeletons, which represent bad luck in the Chinese culture. To match the culture, the developers had to design new models to replace the skeletons.

As popular games, such as Fortnite, overtake the entertainment industry, the opportunities for growth through localization are tremendous. By working with an experienced game localization services company, gaming companies can be certain that their localization projects will be successful.


As the gaming market continues to surge, localization is the best way for gaming companies to attract countless new customers and expand into international markets.

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