Why invest time and resources in creating an awesome video game or app if it’s not made accessible and understood by people in different countries? Translating a game involves far more than simply copying and pasting words and sentences into Google Translate. The process of localization requires companies to dedicate significant time, effort, research, and attention to detail. It’s not just about translating language; it’s about translating the entire gaming experience in a way that resonates with players from diverse cultural backgrounds.

Localization strategies are essential because they ensure that the game’s content is not only linguistically accurate but also culturally relevant. It’s crucial to understand that rarely do words, sentences, catchphrases, or common sayings translate word for word into other languages. In fact, what might be a short phrase or title in English could become significantly longer when translated into Spanish, French, or other languages. This is where the expertise of a dedicated team becomes invaluable. By understanding these nuances, we can avoid awkward or inaccurate translations that could potentially alienate or confuse players.

Check out these screenshots WAYPOINT, your local video game creative agency, worked on for Barbie:

When brands overlook the linguistic and cultural differences between countries, the consequences can be catastrophic. A poorly localized game can damage a product’s reputation, leading to negative reviews, decreased sales, and a loss of trust among international audiences. This is why video game screenshot localization, as shown in the examples above for Barbie, is just one aspect of what needs to be considered. Companies must also ensure that other assets, such as animated banners, app trailers, and infographics, are appropriately translated to cater to a wide and diverse audience.

Sounds like a lot of work, doesn’t it? Thankfully, WAYPOINT, your local video game creative agency, is here to guide brands through every step of the marketing process for globally accessible games. With our expertise, we ensure that all aspects of your game are accurately and effectively localized, helping your product resonate with players around the world.

For more information, be sure to check out our Video Game Packaging Localization page to see how we can help your brand succeed on a global scale!