Game Localization For Best Marketing? Worth It!
Saving the budget on the game localization and instead investing more money in gaming PR, worth it? Actually, the question itself already contains a predictable answer – localization in the game will give more coverage in gaming PR. But at the same time, invested funds in localization can not be always justified within the budget of a small indie studio.
First of all, let’s talk about the numbers. For example, the percentage of English speakers in Poland reaches 70% and this situation is similar with other countries of the European Union. However, in Russia the percentage of fully English-speaking people tends to be no more than 30%, in consequence of that, promoting the game in Russia without Russian localization should be made with a clear understanding of localization role. If the genre, say, novel, and the player can not understand the story without comprehending the text, then there is no question of investing in localization. For this type of game genre, PR will be significantly less effective without a full translation of the game into Russian language. If the games are accompanied by a sufficient number of dialogues, but not that important for understanding, in such cases you need to think carefully about the strategy for promotion of your project. If there is a possibility of allocating at least a small amount of funds for a «simplified translation», then it is necessary to translate the game because this money will be paid off by a high interest of Russian gamers and later by the growth of sales. If the game has intuitively user-friendly interface, in this case you can rely on your own strategy. If you want to show users «the quality», then the translation is better to be done, the price for it will not exceed the price for the dinner in the restaurant, but in general the effect won’t be much better regarding of the same game PR without localization.
Of course, each project is unique and requires a certain approach and the issue of localization is always better be solved with experienced professionals in the game industry PR and marketing who will be able to tell about the competent allocation of the budget for the promotion of the game on the Russian market.