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INSIGHT/
Best Practices for Localising Game Marketing Campaigns
04/28/2024 Written by The Game Marketer
Expanding a game into new markets is one of the most exciting—and challenging—steps a studio can take. While the gameplay itself might be universal, the way you present and promote your game must be tailored to each audience.
This is where game marketing localisation becomes essential. Localising your marketing campaigns means more than just translating words; it’s about adapting your entire approach to fit the culture, language, and expectations of each region.
When done incredibly well, localisation dramatically increases your game’s reach, downloads, and long-term success.
In this guide, you’ll find everything you need to know about localising game marketing campaigns, including detailed strategies, real-world examples, and actionable tips. Whether you’re a small indie developer or a large studio, these best practices will help you connect with players worldwide.
Why Game Marketing Localisation Matters
The global gaming market is massive, with billions of players spread across continents. However, every region has its own culture, language, humor, and gaming preferences. A marketing campaign that succeeds in the United States might not have the same impact in Japan, Brazil, or Germany. This is why localising game marketing campaigns is critical.
Key Benefits of Game Marketing Localisation
Increased Player Engagement: Players are more likely to engage with content that speaks their language and reflects their culture.
Higher Conversion Rates: Localised campaigns remove barriers to entry, making it easier for players to understand and trust your game.
Brand Loyalty: Showing respect for local customs and preferences builds goodwill and long-term loyalty.
Competitive Advantage: Many games fail to localise effectively, so a well-localised campaign can set you apart.
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Understanding Your Target Markets
Before you start localising, it’s crucial to gain a deep understanding of each target market. This foundational step will inform every decision you make throughout the process.
Cultural Sensitivity and Relevance
Every culture has its own set of values, taboos, and preferences. What’s considered funny or appealing in one country might be confusing or even offensive in another. For example, certain colors, gestures, or symbols can have very different meanings across cultures. In some Asian countries, the color white is associated with mourning, while in Western cultures, it often symbolises purity.
Action Steps:
Research cultural norms, holidays, and traditions.
Identify local taboos and sensitive topics to avoid.
Analyse popular media and games in the region to understand what resonates.
Audience Preferences and Demographics
Understanding the gaming habits and preferences of your target audience is equally important. Some regions prefer mobile games, while others lean toward PC or console gaming. Art styles, story themes, and even monetisation models can vary widely.
Action Steps:
Study market reports and analytics to identify popular genres and platforms.
Segment your audience by age, gender, and gaming habits.
Monitor local forums and social media to see what players are talking about.
Local Competitors
Analysing local competitors can provide valuable insights into what works (and what doesn’t) in each market. Look at their marketing strategies, promotional channels, and community engagement tactics.
Action Steps:
Review the marketing campaigns of top local games.
Identify gaps in the market that your game can fill.
Learn from both successes and failures in the region.
Going Beyond Translation: The Power of Transcreation
While translation is a key part of localisation, it’s only the beginning. Direct translations can often miss the emotional tone, humor, or cultural references that make your marketing message compelling. This is where transcreation comes in.
Transcreation, what is it?
Transcreation involves recreating your marketing content in a way that maintains the original intent, style, and emotional impact, but adapts it to the local culture. This goes beyond simply translating words; it’s about making your message feel native to each audience.
Imagine a witty slogan in English. It may make sense to you, but those who speak Spanish or Japanese, for example, will not make any sense from it. Instead of translating it word-for-word, a transcreator would craft a new slogan that delivers the same feeling and excitement in the target language.
Adapting Tone and Style
Different cultures respond to different tones and styles. Some audiences prefer formal language, while others appreciate a casual, humorous approach. Adjust your messaging to match local expectations.
Action Steps:
Work with native speakers to review and adapt your content.
Test different tones and styles to see what resonates.
Be willing to rewrite marketing copy entirely for certain markets.
Adapting Visual and Multimedia Content
Localisation isn’t just about words. Visuals, videos, and audio all play a critical role in how your marketing campaign is received.
Localising Images and Graphics
Images that work in one country might not be appropriate in another. This includes everything from character designs and costumes to background scenery and color schemes.
A promotional image showing a character making a “thumbs up” gesture might be positive in the US, but could be considered rude in some Middle Eastern countries.
Action Steps:
Review all visual assets for cultural appropriateness.
Replace or modify images as needed for each region.
Consider using local landmarks, celebrities, or styles in your visuals.
Video and Audio Localisation
Video trailers, commercials, and audio ads should also be localised. This includes dubbing or subtitling videos, as well as adapting background music and sound effects.
Action Steps:
Hire local voice actors for dubbing.
Create subtitles in the local language.
Adjust music and sound effects to match local tastes.
Localising Across All Marketing Channels
A successful localisation strategy covers every touchpoint with your audience. This includes your website, social media, advertising, and even app store listings.
Website and Landing Pages
Your website is often the first impression players have of your game. Make sure every page is fully localised, including navigation menus, FAQs, and support sections.
Action Steps:
Create separate versions of your website for each region.
Use local domains or subdomains to improve search engine rankings.
Optimise for local search terms and keywords.
Social Media
Each region has its own preferred social platforms. While Facebook and Twitter are popular in many countries, others may favor platforms like WeChat (China), VKontakte (Russia), or LINE (Japan).
Action Steps:
Set up region-specific social media accounts.
Tailor your content to match local interests and trends.
Engage with followers in their native language.
Influencer Partnerships
Influencers have a powerful impact on local audiences. Partnering with local influencers can help introduce your game in an authentic and relatable way.
Action Steps:
Identify influencers who align with your brand and audience.
Provide them with localised materials and talking points.
Encourage creative collaborations that reflect local culture.
Paid Advertising
Advertising platforms and strategies vary by region. In some countries, mobile ads are most effective, while in others, TV or out-of-home advertising might be more impactful.
Action Steps:
Research the most effective ad channels in each market.
Localise ad copy, visuals, and calls-to-action.
Schedule campaigns around local holidays and events.
App Store Optimisation (ASO)
Your app store listing is a critical part of your marketing funnel. Localising your listing can significantly increase downloads and visibility.
Action Steps:
Translate your app title, description, and keywords.
Use region-specific screenshots and videos.
Monitor reviews and ratings in each language.
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Community Engagement and Support
Building a loyal community requires ongoing engagement and support, tailored to each region’s expectations.
Localised Customer Support
Offering customer support in the local language is essential. Players are much more likely to reach out—and feel satisfied—if they can communicate in their native tongue.
Action Steps:
Hire support staff who are fluent in the local language.
Train them on cultural norms and common issues.
Provide multiple support channels (email, chat, social media).
Community Events and Contests
Hosting events, contests, or tournaments that reflect local traditions or holidays can help foster a sense of belonging among players.
Action Steps:
Plan events around local holidays or festivals.
Offer region-specific rewards or prizes.
Promote events through local influencers and media.
Listening and Feedback
Encourage feedback from local players and be responsive to their needs. This not only improves your campaign but also builds goodwill.
Action Steps:
Set up local forums or social media groups.
Regularly survey players for feedback.
Act on suggestions and communicate changes.
Testing, Measuring, and Optimising
Localisation is an ongoing process. What works today might not work tomorrow, so it’s important to continually test, measure, and optimise your campaigns.
A/B Testing
Run different versions of your ads, website, or social media posts to see what resonates best with each audience.
Action Steps:
Test headlines, images, and calls-to-action.
Analyse engagement and conversion rates.
Use the insights to refine your approach.
Analytics and Metrics
Track key performance indicators (KPIs) for each region, such as downloads, retention rates, and revenue.
Action Steps:
Use analytics tools to monitor campaign performance.
Compare results across regions to identify strengths and weaknesses.
Adjust your strategy based on data.
Continuous Improvement
Localisation is never “one and done.” Stay up-to-date with trends, player feedback, and market changes to keep your campaigns fresh and effective.
Action Steps:
Regularly review and update localised content.
Stay connected with local communities and influencers.
Be ready to pivot your strategy as needed.
Working with Localisation Experts
Effective localisation requires expertise in language, culture, and marketing. Working with professionals can help ensure your campaigns are both accurate and impactful.
Professional Localisation Teams
Localisation agencies and freelancers bring linguistic expertise and cultural knowledge to the table. They can help you avoid common pitfalls and ensure your messaging feels authentic.
Action Steps:
Vet agencies or freelancers for experience in game marketing.
Request samples and references.
Collaborate closely to maintain brand consistency.
Involving Local Experts
Native speakers and local gaming enthusiasts can provide invaluable insights during the review process. Their feedback can help you fine-tune your campaigns for maximum impact.
Action Steps:
Involve local experts in content review and testing.
Use their feedback to refine your messaging.
Build long-term relationships for ongoing support.
Legal and Regulatory Considerations
Every country has its own rules regarding advertising, data privacy, and content restrictions. Ignoring these regulations can lead to fines, bans, or reputational damage.
Compliance with Local Laws
Make sure your marketing materials comply with all local laws and regulations. This includes advertising standards, age ratings, and data privacy requirements.
Action Steps:
Consult legal experts familiar with each market.
Review all marketing materials for compliance.
Stay informed about changes in local regulations.
Content Restrictions
Some regions have strict rules about violence, gambling, or other sensitive topics. Adapt your marketing content to meet these requirements.
Action Steps:
Research content restrictions in each market.
Adjust visuals, language, or themes as needed.
Provide alternative versions of your marketing materials if necessary.
Localising game marketing campaigns is a complex but rewarding process. By understanding your audience, adapting both language and visuals, and engaging with communities on their terms, you can build lasting connections with players around the world.
Remember, successful localisation is about making every player feel like your game was made just for them. If you’re ready to expand your game’s reach and impact, following these best practices for localising game marketing campaigns will set you on the path to global success. The investment you make in localisation today will pay off in player loyalty, brand reputation, and long-term growth.
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