Guide to Video Game Localization Process: Localize with All the Basics Understood

Did you know that the video game market is currently worth over $450 billion (according to Statista)? And, perhaps even more surprisingly, that its mobile gaming segment brings in almost $100 billion in this total?

These numbers are not just indicative of how profitable this industry is, there is data showcasing that the video game industry is truly one of the most captivating phenomena in the world. Globally, there are approximately 3.23 billion active gamers around the world! Asia alone accounts for 1.5 billion of them (just a hint about its localization potential).

Enough said here, really. This industry is constantly growing and evolving, game developers work around the clock to outperform each other and engage new audiences. In this fight for attention and reach, however, there is one significant obstacle: translation and localization of your game. Your game development efforts will be even more effective if you understand the localization process and develop a successful localization strategy.

But where do you begin? We are here to help you with this! Read on to discover the basics and essentials of localizing your game and winning the global competition for platers.

Video Game Localization: What Is It?

Video game localization is the process of adapting your game and its content to preferences and cultural sensitivities around the world. Most gamers like total immersion in what they are playing (maybe as a distraction or to feel removed from everyday routine), and a poor localization—like the infamous “All Your Base Are Belong To Us” in a Japanese video game called Zero Wing—can break that illusion of being a part of something new and exciting. This adaptation and localization effort should be focused on reworking these:

• User interface (UI)

• Non-player character (NPC) dialogue

• Quest descriptions

• In-game announcements

• Subtitles during cinematic cutscenes

After all, whether your target audience is casual gamers, RPG fans, or stay-at-home moms who love Candy Crush, they all want to play an exciting game without any unwanted distractions. This is your best motivation to localize your video game and do a good job of it.

Key Benefits of Video Game Localization Process

What can we say, money talks and it certainly talks in the case of video game translation and localization. After all, who wouldn't want to have a gateway to, say, China's entire population of over 1 billion people? But there are more benefits to ensuring that your game is understood and playable in new markets beyond the bank statements. Let's explore them now:

Drive More Downloads

Players are far more likely to download a game that feels like it was made for them. Localization goes beyond translation—it adapts the game to fit a player’s language, culture, and expectations. An immersive experience, where everything clicks perfectly with the player, makes a game irresistible. Games that are well-localized consistently outperform those that aren’t, leading to significantly more downloads and, in turn, more money in the bank. Here's proof: CSA Research found that professional localization boosts revenue by 40% and customer satisfaction by 76% across all industries.

Earn Better Reviews

Gamers notice when a game "gets it right" in their language and culture, and they reward that effort with glowing reviews. A well-localized game not only avoids awkward translations but also builds trust with players by making the experience seamless. High ratings aren’t just a pat on the back—they boost a game’s visibility on app stores and platforms. Positive reviews can snowball into better sales and long-term success.

Build New Fan Communities

A game that speaks to its players creates devoted fans. Localization helps developers tap into new audiences who are eager to form communities around their favorite games. These groups aren’t just a source of free publicity; they also provide invaluable feedback to make future updates and releases even better. Fans spread the word, creating excitement that attracts even more players—and it all starts with great localization.

Maximize Launch Impact

Releasing a game in multiple languages at once is like setting off a worldwide celebration. It captures attention across different regions simultaneously, giving the game a huge boost in a crowded market. Players appreciate being part of a global event, which builds hype and increases their connection to the game. The result? Bigger sales, a stronger reputation, and a louder buzz in the gaming community.

Open Doors to New Markets

Localization makes a game feel like it belongs in every market it enters. By embracing cultural nuances—whether it’s adjusting colors, adapting jokes, or respecting traditions—developers can turn a global product into something deeply personal for each region. This effort not only drives sales but also helps companies establish themselves in new markets. A successful localization can be the key to winning over players and staying competitive worldwide. Here are some more numbers about the industry by country:

Source: The World's Top 10 Gaming Markets, Statista

As you can see, most countries on the list are not English-speaking ones. In other words, when it comes to localization the world is your oyster.

Effective Game Localization Vs. Translation

Although seeming like each other's synonyms, localization and translation are different terms with different areas of application. An experienced translator usually utilizes both without realizing this, but as a business you should know the difference in advance.

Translation is meant to ensure that the meaning, tone, and words of the intended message are conveyed correctly and create the expected reactions among the target populations. For example, translating "it's raining cats and dogs" into a different like as "it's pouring down/raining very hard" is a reasonable translation approach that does not just focus on the words (try saying "het regent katten en honden" to a Dutch person, the only chance they'll understand what you mean is if they know English well enough).

However, localization is a much broader term that factors in the historic, cultural, and other contexts, modern trends and developments, usage and habits of users in a given market or region. If we take the previously mentioned example into consideration here, the appropriate way would be to find a similar idiom in Dutch that has a slightly outdated flare to it.

In other words, your localization team should always be one step ahead of what your intended gaming audience is expecting. That way, the translation will land in a familiar localized setting, making a Japanese, German, or Arabic version of the game well received.

Localization Strategy: What to Localize?

As we all know, there are about a million different game elements that pop up at one time or another on the player screen, ensuring a full immersion and a comprehensive experience. But when it's time to create a localization kit, you need to have a clear overview of all parts of this gaming localization process. To aid you in this translation process, here's a short (and by no means final) table of key in-game elements that you need to pay a special attention to:

In localizing your games for global audiences, no detail is too small. Your localization project now has a starting point (and possibly even a checklist if you need one) to progress faster and more smoothly.

Localize Your Game with Best Practices

What intro guide would be complete without a focus on best practices for game localization. Your game content deserves to be presented right, whether you are an indie game studio, a mobile game developer, or a large gaming company with a dedicated translator and localization team. A lot of game localization problems can be averted if more attention is paid to these key points. So, let's learn top tips for adapting video games to global audiences.

Streamline with a Translation Management System (TMS)

Managing localization projects across different languages and devices can feel like juggling flaming swords. That’s where tools like Localit come in handy. With AI-powered features, you can handle massive files, track changes in real time, and keep everyone on the same page. Whether you’re a translator, manager, or developer, Localit simplifies workflows and lets you focus on creating a game players everywhere will love. Bonus? It works seamlessly with AI tools like DeepL and ChatGPT, making sure your localization process is fast, accurate, and affordable.

Respect Cultural Norms

Gamers worldwide might share a passion for playing, but their cultural values and traditions can vary a lot. For instance, a game featuring Santa Claus as a central character might resonate in the U.S. but feel out of place in countries where Christmas traditions are different. Similarly, while skull symbols in western countries often symbolize danger or poison, in Mexican culture, skulls can represent life and celebration. Localizing a game means tweaking everything from greetings and currencies to storylines and character names so they don’t accidentally cause confusion—or worse, offense. It’s also a good idea to hire local voice-over artists, especially for languages like Arabic or Portuguese, where accents differ by region (compare Iraqi Arabic and Moroccan Arabic, for example).

Use Locales, Not Languages

Using flags to represent languages might seem simple, but it can easily lead to confusion or frustration. Take Spanish, for example—spoken across Spain, Mexico, and much of Latin America. Slapping the Spanish flag on your language options leaves millions of non-Spanish players feeling left out. Instead, use language codes like “es-MX” for Mexican Spanish or “es-ES” for Castilian Spanish.

Adapt Formatting Early

Languages can stretch and shrink depending on their structure. German, for example, can take up to 30% more space than English, which can mess with your user interface if you’re not ready. On the other hand, Japanese or Chinese characters need less room but could require a completely different font style to look right. And don't get us started on Arabic or Hebrew with their right to left writing systems! Design flexibility is your best friend here—keeping assets separate from your code ensures smoother adjustments later.

Localize Across Devices

Players expect a seamless experience, whether they’re on a console, PC, or smartphone. For example, mobile gamers in Southeast Asia might prioritize lightweight games for slower networks, while European players may demand higher-quality graphics for their PCs. Early testing across devices ensures compatibility for every audience.

Follow Local Laws

Nothing kills a game’s momentum faster than getting banned. Australia, for instance, has strict guidelines on drug references in games, while Saudi Arabia may restrict certain portrayals of women. Even age ratings vary widely—what’s acceptable for a 13-year-old in the US could be rated 18+ in China or Japanю Stay ahead by researching regional regulations during development. Localit’s integrated chat feature makes it easier for your team to coordinate on sensitive content, ensuring nothing slips through the cracks.

These are just a few examples of best practices that you need to follow to ensure success when releasing your game in a new language. If you are interested in a more detailed game localization guide, head over to our in-depth article An In-Depth Look at Video Game Localization: Best Practices to Localize Your Video Game.

Take Over the Video Game Market

Taking over the video game market isn’t just about creating an amazing game—it’s about making sure players everywhere feel like it’s theirs. A localized game lets players connect on a personal level by speaking their language, reflecting their culture, and adapting gameplay to their expectations. Whether it’s tweaking humor, adjusting visuals, or getting the formatting right, successful game localization can be the key to winning hearts (and wallets) worldwide. And with game localization services like Localit, the process becomes faster, easier, and far more efficient, giving developers the edge they need in a crowded industry.

By adapting a video game for global audiences, you’re not just expanding your reach—you’re creating a universal experience that appeals to players from Tokyo to Berlin to Sao Paulo. Every element, from in-game dialogue to user interface, can make or break your game’s reception. Translation alone won’t cut it, but combining it with smart localization strategies will. So, whether you’re working on a mobile app or a blockbuster RPG, remember this: successful localization doesn’t just make your game playable—it makes it unforgettable.