Mobile games localization: How to monetize Asian games market

Global Trends, Translation & Localization4 October 2021627

Localization must become an integral part of your marketing strategy, particularly in the world of mobile apps and games. The market is expanding globally, with Asia Pacific accounting for much of the accelerated growth. According to BankMyCell, in 2021, the number of smartphone users in the world today is 3.8 Billion, which translates to 48.16% of the world’s population owning a smartphone. In total, the number of people that own a smart and feature phone is 4.88 Billion, making up 61.85% of the world’s population.

Because these users will have more options than ever before, simply translating games into their native language will not suffice. Mobile games localization is essential, and here are some main reasons why you should invest in it for your next mobile app.

1. You Want to Go Viral in Your Customers’ Languages, Don’t You?

If your mobile game is localized in a specific market, it can be more easily shared by the people in that area. Going viral is the best marketing that you can receive, because it requires no scaling of expenses on your part. You want your users to become the primary drivers of growth for your app, and mobile games localization is the investment that you need to make for this to happen.

2. Higher Immersion Means Lower Bounce Rates

It’s one thing to get users to download your mobile game; it’s quite another to keep them long enough to initiate micro-transactions and other in-game up-sells. When you localize gaming content, you increase the likelihood that it will remain on the phones of your target audience for longer periods of time. The lower your bounce rate, the greater your up-sell potential. Read more: The cultural dimension beyond languages of games

3. Customer Base Expansion

This is a significant advantage for social games, such as MMORPGs. Mobile networks have grown to the point where they can support massive games like this across continents, and social gaming will soon connect people from different languages and cultures through sophisticated mobile games localization techniques. If you don’t get on board, you’ll be missing out on billions of users in Asia Pacific, particularly South East Asia.

4. Rapid Entry into Emerging Mobile Games Markets

You must act quickly if you want to expand into emerging markets. If the Philippines and India are any indication, mobile enablement is speeding up. Emerging markets will grow faster, and new development companies will not waste time saturating those markets. Now is the time to enter smaller markets in South East Asia, the Middle East, and Africa and establish a stronghold through an effective gaming localization strategy.

As a game producer, there are more opportunities than ever before. You can have a piece of the $108 billion gaming market, but not the entire thing. Determine which piece of the pie you want and concentrate on it with games localization services that appeal to your target audiences. It is critical that you choose a language. Examine the culture of your target markets to ensure that your investment is going to a market that is enthusiastic about what you are doing! From EQHO Games Localization.

(Images courtesy of Pexels)

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