Case Studies of Successful Game Localizations

Before we bring successful localization examples to light, let's briefly recap video game localization: the process (or strategy, as explained in a previous article) of adapting the essence and experience of a content in its original language to other target languages.

The main purpose of localization is to reach new regions by offering a natural immersion in the game for players in their native language, thus enhancing their user experience.

In this article, let's explore key case studies of successful localization and the lessons we can learn from analyzing them so that we can find, create, and play games that resonate increasingly more with players worldwide.

Some core elements make a great localization, and the first one is building a tailored localization strategy.

In a nutshell, we want players to feel connected and seen by your brand. For publishers looking to establish a connection and make gamers feel heard, cultural adaptation is vital and happens on three levels:

• First, an in-depth understanding of target markets;
• Second, smooth integration of technical aspects present in a game;
• Finally, immersive user experience (directly related to the previous elements).

Besides, for a localization project to work seamlessly, there must be a mutual collaboration between developers, translators, UX research, and writing teams. Together, they ensure accuracy, clarity, and consistency by providing insights gathered from expertise and constant professional development.

Now that we covered the basics, it's time to get our hands on successful cases in the realm of video games!

1. Assassin's Creed Valhalla

Ubisoft's 2007 - Assassin's Creed Valhalla hit the spot in the Arab world. Let's understand why!

Fidelity to original maps and real-life cities (with a touch of ludic aspects required in any video game) was one of the details that caught players' attention - but what truly deserves the spotlight is the approach to the linguistic side of things.

Given the publishing company's acknowledgment of how huge the Arabic market is and the fact that there are more than 50 Arabic dialects, the localization efforts decided to use standard Arabic to provide a more extensive appreciation and a game experience that would resonate with the majority of players from the Arab world, regardless of the language variety.

Localization can prove itself challenging when we don't tackle it properly or fail to rely on language experts and cultural consultants. Fortunately, this wasn't the case for the franchise.

If you're interested in the nuts and bolts of Arabic localization, check out this article.

Finally, the game recently became the topic of the moment because the fact that the development and programming teams mapped out Notre Dame's blueprint (for Assassin's Creed Unity) helped rebuild the cathedral after it caught fire on 15 April 2019.

2. PUBG: Battlegrounds

Localization teams are well aware that translation is a part of the process – further perfected with special attention to culture and other sensitive aspects that arise when creating a game's world.

PUBG Battlegrounds, which played a key role in popularizing the battle royale genre, presents us with a case of successful localization in Southeast Asian countries. The Statista expects an annual growth rate of 7.40% for the region by 2027.

Even though China, India, and South Korea have shown a growing tendency towards mobile games over the past years, this is not the only reason for the game's success among players: for the Chinese audience, for example, the publisher had to make significant changes in terms of societal beliefs and values, besides tuning down the violence depicted in the original version of the game to be able to be distributed.

Another highlight from PUBG is the integration of online channels as one of its marketing strategies - with official social media pages constantly being updated and offered in various languages. As if this was not enough, the game's official website is localized into 17 languages, proving that its developers, publishers, marketing, and localization teams got many things right and have a comprehensive approach to their communication.

PUBG is generally known for having adjusted its humor, idiomatic expressions, and cultural references in several languages.

3. Genshin Impact

This game, launched in 2020, became a worldwide phenomenon from an early date: it presents an immersive gaming experience by combining Chinese culture and other cultural aspects from around the globe, producing a unique feeling for players.

Outstanding games know that the secret to successful participation in the highly disputed gaming market is integrating key performance indicators, such as preferred playing segments or platforms, cultural nuances, high-quality localization that ensures immersive experiences, and tailored communication to its several audiences.

The examples given above already offer us plenty of insights to craft our localization strategies. However, there are still more aspects to analyze and learn from successfully localized video games – so wait to hear from us soon!

In addition to the aspects mentioned above, let's not forget about the money generated from video games: in 2024, this market reached a revenue of approximately US$ 455.30 billion, according to the latest data from Statista.

Some of the most prominent player bases also tell us something fundamental: mobile games are the most popular format for gamers – which is no surprise once we comprehend their accessibility and the high smartphone penetration among consumers. Mobile is still the most significant gaming segment, generating revenue almost twice as big as the console segment.

Let's consider the interconnectivity of our actions and the digital reality we live in today, where localization is one of the top players for any video game company that wishes and plans to tap into new markets.

This occurs precisely because localization increases resonance among players, allows the creation of local communities (which, as a consequence, can take part in exchanges in their native language), and provides immersive experiences through the cultural adaptation of a game's content.

A final takeaway for developers is investing in high-quality localization for a competitive advantage. After all, localizers and other categories of language experts are not only linguistically versed but also culture specialists.