English language support will only enable your mobile game to reach a certain number of people, but Mobile Game Localization will significantly increase your potential market. Think bigger and aim for world dominance. Game localization will help your mobile app reach a wider audience. Here are some insights on the app market and tips on mobile game localization.

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HOW MOBILE GAME LOCALIZATION
CAN WIDEN YOUR AUDIENCE
WORLDWIDE
Some insights on the app market and
tips on mobile game localization

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WORLD
DOMINANCE
Most mobile games have the potential to reach a
global market. Yours too :-)
English language support will only enable your mobile
game to reach a certain number of people, but Mobile
Game Localization will significantly increase your
potential market. Think bigger and aim for world
dominance. Game localization will help your mobile
app reach a wider audience.

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PLAN FOR GAME LOCALIZATION
When developing your game, try to not limit it to a
single market during game development. Plan for
game localization.
This way a future localization will be easier to
implement. If you want a successful game
localization, then you need to develop for a flexible
keyboard, make space in hud elements for longer
words, and make sure that support for time and
differing date formats in other countries are included
in your app.
At a later point you should look into images such as
iconsand backgrounds. A good thing to consider is to
adjust them for specific markets. If you want guidance
then ask a localization expert like LocalizeDirect

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SYMBOLS
Uber for instance embraced the Chinese app market
by using red cars as icons in the app, instead of the
traditional black or blue ones seen in the Western
version of its application.
Uber’s also adapted the Chinese wording when calling
the taxi service a people’s taxi.
To get the right terminology, help from translation
experts is necessary.
Red symbolizes joy, fortune and good luck. And who
doesn’t want to symbolize that? In China you’ll find the
color red whenever there’s something to celebrate.

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MINIMUM VIABLE PRODUCT
If you want to localize your mobile game and try new
markets, then you can localize parts of your game.
This is referred to as Minimum Viable Product (MVP).
Perhaps you should start with only localizing your
app store description, metadata and keywords?
If you test 10-15 languages, then you’ll be able to find
out which markets to choose when you decide to
translate the entire game. But yes, some downloaders
might be unhappy when they discover that the entire
app isn’t fully localized.

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GAMES – LEADING GENERATOR
According to App Annie, games often serve as a leading indicator for developer and consumer readiness. The
same goes with Mobile Apps. Early adopters start with downloading games and then other segments follow.

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MATURE VS EMERGING MAREKTS
The US and Japan are considered matured markets. Here the trend is that downloads are
about to flatten. Emerging markets, like India and Brazil, are in their infancy, but they are
experiencing rising app downloads. The new markets are the ones driving growth.

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CHINA
China is huge. If your mobile app isn’t ready yet for the Chinese App Market, then it’s really time to localize
your mobile app and make it ready for the Chinese App Market.

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CHINESE MOBILE MARKET
Rule #1 to make it in the Chinese Mobile Game Market is to keep it simple. Speak personally to your
users in a helpful tone of voice. China is number 1 in the world when it comes to iOS App Store
Revenue. 75% of the market share comes from Games.

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SOUTH KOREA
The ministry of Culture, Sports & Tourism announced that the Korean game market grew by 7.5% from
2015 to 2016 thanks to the mobile game segment. The Korean online game segment decreased a
little, but the mobile game segment increased by 19.6% compared with 2015.

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SOUTH KOREA LEADS DIGITAL ADOPTION
South Korea leads Digital Adoption. The digital evolution connects people all around the world,
narrowing down the distance between Europe and Asia.

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INDIA
According to App Annie, the mobile economy in India
has seen a tremendous growth with mobile app
downloads. Time spent in-app has more than doubled
since Q1 2014. What’s unique with India is that they
(in the main) skipped PCs and jumped directly online
with smartphones.
The Zombie Effect in India arises from installs on
cheaper cell phones with less power and storage.
Downloading apps and games on these devices leaves
the user bored and left with the feeling that nothing is
working as it should, so they tend to uninstall the app
instead.

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GLOBAL GAMES MARKET

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For your time & attention