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Mistakes to Avoid While Making Your Game Competitive in Other Countries. Presented by Saljack Enterprises. Gaming. Media. Entertainment.

The Gaming industry is more ambitious than ever, enough that finding success in a single market is a challenge. Of course, there’s nothing that can make a game developer more happy that your game is one of the most downloaded titles in numerous countries outside of your own. While luck is always a factor, international success isn’t going to happen unless you prepare for it.

The following are several mistakes that should be avoided when trying to turn their new game into an international impression:

Mistake 1. Don’t Study Their Culture: Localization is used to describe when a game is prepared for other areas due to diverse languages. Language translation is an imperative part of this process. Localization needs a proper understanding of the particular area’s culture, including country traditions, popular trends, the food they eat, and more. For example, if the American version of your game has hotdogs or cheeseburgers as food items, for the Japanese release, it should be changed to sushi rolls. These small things can go a long way and even save your time, which is why the top developers always do a proper study of the country’s culture in which they want to release their game and make it more acceptable there.

Mistake 2. Don’t Study The Country’s Market: You need to check the highest selling games of an area to see how diverse each market really is. By studying a specific country’s market, you can easily learn if your effort is worth to localize your game. If your game is comparable to other titles that are popular there, proper research is required to study their marketing strategies, and reasons for their success. It is simply a failure if you just toss your game into another country without a plan.

Mistake 3. Use The Same Monetization Strategy: With so many freemium games out there these days, it’s harder than ever for price tag games sell successfully on mobile platforms. Remember your game’s monetization model isn’t confirmed to work in every country it is released in. Avoid neglecting how different other markets are analyzing the pricing of other games, including the cash shop features in the free-to-play titles.

Mistake 4. Starting The Localization Process Late: Localization is just more than language translation. There are also sound, and art assets like voice dialogue and currency symbols that may need to be changed. If done towards the later stages of development, this will get messy with replacing the code in hopes of reconstructing the original content with the fresh stuff. Professional game developers begin coding their games for this in the very beginning. By doing this, the process of localization goes continuous and takes less time, mainly if you are planning it to release in more than two countries.

Have we missed anything? Let us know your views in the comments section on how to make a game competitive in other countries.




24 thoughts on “Mistakes to Avoid While Making Your Game Competitive in Other Countries

  1. grayicemake says:

    I agree with havoc. It really depends on the game, In mobile games for example this is not an issue because it is not that big of a game.

  2. alexsummers123 says:

    It is a must if the creator intends to feature other world themes like Prince of Persia as an example. I mean I imagine the amount of research into that one.

  3. Esperanza Khan says:

    Honestly I never thought that studying a country’s culture may be a disadvantage. But this makes sense so much. Great article!

  4. piomavirah says:

    Good job, Ky! This is so informative. I wonder if you would like to create your own game someday?

  5. preashblog says:

    Wow as a gamer, you are very wise to make this article Ky! I like your articles more and more

  6. micorobin2012 says:

    I heard that Yuuki but they see it more as a Cristie rip off. I can see that too but never the less it is an honor to have Filipinos represented.

  7. Speaking of country themes, In Tekken 7 there is a character named Josie Rizal. A spin off our hero. IT was a controversial move by namco.

  8. I agree. Most games already involve blood and gore, which can be offensive to some cultures. Now if you add in desecrating national symbols or disrespecting historical figures, then you’ve got a perfect recipe for a ban. Good luck with that!

  9. I remember a similar article from months back. Anyway, when everyone’s talking about globalization, the gaming industry is all about localization! It’s better not to go with the one-size-fits-all rule. And one of the major reasons is to avoid offending cultural sensitivities.

  10. skydragonwendymarvell says:

    While I agree that it is not a problem for big games. Fact is, if you are just starting you must take overseas into consideration. That can make or break the game,

  11. chibimari1212 says:

    Can’t deny it! I always like some games that has theme of some countries. It can beat the boredom too and make the game more attractive.

  12. kadoyatsukasa123 says:

    The way I see it if a game is on a worldwide level it will never be a problem no matter where country. Take Tekken and SF for example.

  13. loveylucy says:

    I really agree with all of the points you mention above.Every countries has different character of gamer, it’s really worth to take a moment and put concern to learn about every single characters for building the popularity of the game as well.

  14. darkkvader says:

    I think it must be unique like you dont have to think about the culture and stuff but just going to help you market really well.

  15. valine13 says:

    Don’t do anything maybe hehe if you overthink that’s when you get the mistakes.

  16. zhangisiung says:

    While localization may need to consider the culture of the target country, sometimes a certain things should be kept as it is to retain the game originality imho. Food items such as hamburger and hot dog would make more sense in a game if the story is set in western country, rather than changing it to Sushi.

  17. Mau says:

    Gosh… there are so many things to think about when trying to release a game internationally. I’m curious about the legal stuff — do you have to think about business permits, tax stuff and others?

  18. marucatblog says:

    good list Ky. Of course one needs to know a culture and also the market first before releasing a game into it, thats definitely a no-brainer. In a way this is also known as customer surveying first, right?

  19. Madeleine Thien says:

    i agree with number 1 completely. If you dont link the countrys culture to the game or have something offensive to them then its not gonna work. thats why some research and field study is always important!

    1. marucatblog says:

      you are so right Madeleine! i guess its simple common sense really, and the example that Ky mentioned about replacing the hotdogs with sushi rolls for japan is really very relevant.

  20. kittyprydexmen says:

    Being late is a no no in whatever endeavor. In this case a good game must be out as long as there is market. Otherwise it can break a game saleswise.

  21. Kurt Wagner says:

    I am no designer or game developer so reading this is new to me. It is strange to talk about game mistakes However may as well get it out there for future gamer.

  22. Grecy Garcia says:

    I was like, what are you saying for using Don’t on every steps you had provided then I need to re-read it, Mistakes. Oh my mistakes! Sorry. Yes, you pinpoint the best way to make your game to be competitive in the world. I love the idea, it brings out your passion for games.

    1. ienma83 says:

      Haha…it just goes to show how a single word can alter a meaning of the sentence eh. Yeah this article is good as it pinpoints how to ensure a game will be successful, good post by them eh?

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