The gaming industry has undergone an extraordinary transformation in recent years, evolving from a mere pastime to a fully-fledged industry that supports a multitude of career avenues. At the forefront of this evolution is game localization, which has been instrumental in driving the growth of the gaming industry. Through game localization, developers can tailor their games to specific regions and cultures, expanding their market reach and making their games more accessible to a diverse audience.

Top Three Countries with the Largest Market Share

1. China

China is the largest gaming market in the world, with an estimated 740 million gamers. The gaming audience in China is diverse, ranging from casual mobile gamers to hardcore e-sports fans. Chinese gamers have a strong preference for free-to-play games, and many of the top-grossing games in China are mobile games. In 2020, the gaming market in China generated over $45 billion in revenue, making it a crucial market for game developers.

2. United States

The United States is the second-largest gaming market in the world, with an estimated 210 million gamers. The gaming audience in the US is diverse, with a mix of console, PC, and mobile gamers. The US has a thriving e-sports scene, and many of the top e-sports teams and players are based in the country. In 2020, the gaming market in the US generated over $45 billion in revenue.

3. Japan

Japan is a major player in the gaming industry, with an estimated 77 million gamers. The gaming audience in Japan is passionate and enthusiastic, with a strong preference for console and mobile games. Japan has a rich gaming history, with many of the most iconic video game franchises originating in the country. In 2020, the gaming market in Japan generated over $20 billion in revenue.

Gaming Success Stories: International Games That Thrived in Japan:

Japan has been a major player in the gaming industry since the early days of video games, with some of the most iconic gaming companies, such as Nintendo, Sony, and Sega, originating from Japan. The Japanese gaming market is one of the largest in the world, and the gaming market in Japan is a vibrant and dynamic industry that continues to evolve and thrive, with a passionate fan base and a rich history of game development and innovation.

Here are some examples of games which garnered immense popularity among the Japanese audience through localization of games:

  • Grand Theft Auto (GTA)

When Rockstar Games localized Grand Theft Auto for the Japanese market, they made significant changes to the game to make it more appealing to Japanese audiences. For example, they removed or edited certain violent scenes and made other changes to reflect Japanese sensibilities. They also added Japanese voiceovers to the game, including new radio stations featuring popular Japanese music. To appeal to the Japanese gaming community, Rockstar Games also made efforts to ensure that the game would be easy to play for those unfamiliar with English.

One of the key challenges for Grand Theft Auto’s localization was the language barrier. To address this, Rockstar Games hired a team of Japanese translators to work on the game’s script, subtitles, and other text. The team also worked with Japanese cultural consultants to ensure that the game’s references and jokes would be understood by a Japanese audience. In addition, they made sure that the game’s controls were adapted to the preferences of Japanese gamers. These efforts paid off, as Grand Theft Auto became a hit in Japan and was praised for its immersive gameplay and attention to cultural details.

  • Minecraft

Minecraft is a sandbox video game developed by Mojang Studios, a Swedish video game developer. Minecraft was first released in Japan in 2012 for the Xbox 360, and later for other platforms. The localization process for Minecraft in Japan involved not only translating the text, but also adapting the graphics and gameplay to fit the Japanese market.

One notable aspect of Minecraft’s localization in Japan was the creation of a new tutorial mode specifically for Japanese players. This mode featured a Japanese-speaking character who would guide players through the game and explain the mechanics in detail.

The localization also took into account cultural differences and preferences in Japan, such as the popularity of traditional Japanese architecture and art. As a result, the game includes several Japanese-inspired elements, such as cherry blossom trees, shoji doors, and even a map of Japan.

Minecraft has been well-received in Japan, with a dedicated player base and strong sales. In fact, as of 2021, Minecraft was one of the top-selling video games in Japan, with over 2.2 million copies sold on the Nintendo Switch alone.

  •  Call of Duty

Call of Duty is a popular first-person shooter game series that has been localized for the Japanese market since its inception. The localization process involves translating the game’s text, subtitles, and audio into Japanese, as well as adapting the game’s cultural references, humor, and other elements to suit the Japanese market.

One notable example of localization in Call of Duty is the removal of references to the atomic bombing of Hiroshima and Nagasaki in the Japanese version of Call of Duty: World at War. The game’s Japanese publisher, Square Enix, deemed these references inappropriate for a Japanese audience and opted to remove them from the game.

Essential Factors to Consider for Japanese Game localization

When localizing a game, it is crucial to keep in mind several factors to ensure its success in a competitive market like Japan. Game development companies aiming to make a mark in Japan should be aware of these key factors that can make or break their game’s performance in the market:

1. Cultural Sensitivity

Japan has a unique culture and societal norms that must be considered during game localization. This includes cultural references, characters, and storylines that may not resonate with Japanese players. Game developers need to adapt their games to make them more appealing to the Japanese audience. For example, in the Japanese version of Call of Duty: Modern Warfare 3, the game’s story was altered to remove references to a fictionalized conflict between the United States and Russia. Instead, the game’s story was rewritten to focus on a conflict between the United States and a fictional South American country.

2. Language Localization

Language localization efforts are crucial to create a seamless and immersive experience for Japanese players. For the Japanese version of Minecraft, the game’s interface and all text elements were localized into Japanese language. This includes everything from menus and inventory items to dialogue boxes and in-game messages. Additionally, the game’s tutorial was also translated and adapted to fit the Japanese language and culture, making it easier for Japanese players to understand how to play the game.

3. Regulatory Compliance

Understanding and complying with Japanese regulations and requirements for game localization is crucial for a successful release. For example, Sony’s PlayStation consoles require all games to have a CERO rating (a Japanese game rating system) to be released in Japan.

4. Localization of Marketing and Promotion

Promoting the game using culturally relevant advertising and marketing strategies is crucial for success in Japan. For example, Nintendo’s Animal Crossing: New Horizons was promoted using local events and seasonal themes, appealing to the Japanese love of nature and the changing seasons.

5. Optimization for Mobile Devices

Mobile gaming is incredibly popular in Japan, making it essential for game developers to optimize their games for mobile devices. This includes ensuring that the game’s performance is optimized for lower-end devices and that the user interface is adapted for mobile screens. For example, the game “Monster Strike,” a Japanese mobile game, has been incredibly successful due to its mobile optimization and easy-to-use touch controls. As of 2022, generated a monthly revenue of almost 50.1 million U.S. dollars in Japan in December. The total app revenue during that year amounted to more than 515 million dollars.

Final thoughts

In today’s globalized world, game localization is a crucial factor for game development companies looking to reach a wider audience and maximize their game’s potential success. Localization involves not just translating the game’s text, but also adapting the game to the cultural and social preferences of the target audience. This requires an understanding of the local market, cultural nuances, and gameplay preferences, which can be a daunting task for game developers.

That’s where partnering with a professional game localization company like Ulatus can help game development companies navigate the complexities of game localization in foreign markets. Ulatus has a team of experienced translators, localizers, and cultural experts who can provide the expertise and support needed to create a game that resonates with the target audience. By partnering with Ulatus, game development companies can reach players all over the world and achieve their