How to Generate ROI for Video Game Localization

It is becoming increasingly clear that the global gaming community is growing and internationalizing at an astonishing rate.

We can see that many sports websites have dedicated pages focusing on games, players and developers. In fact, watching others play games has become a global trend. According to the latest statistics, the number of game viewers is expected to grow by 20% from 2024 to 2025, and the number of global game video content viewers will reach 1.4 billion by then.

As this global trend continues to gain momentum, localizing your games may be a smart move to expand your audience and achieve a solid return on investment (ROI). However, the approach to effective game localization is different from other industries such as legal, life sciences, or retail. Game translation requires special skills and strategies to ensure that both game developers and players benefit from it.

Plan ahead

A high-quality localization plan is essential. At every stage of the process, the content needs to be carefully considered, and the focus should not be solely on the gameplay.

A common mistake developers make is to only translate the game description and ignore the user experience. For example, when a Polish player downloads a game that claims to support Polish, but finds that they cannot understand the in-game interactions and user interface, frustration sets in quickly.

It’s important to note that not all games are created equal, and just because a game is very popular in the United States doesn’t mean it will be successful in Spain or South Korea.

Some developers make games that were originally intended for English-speaking audiences but perform better in foreign markets. For example, a game that was originally available only in English now has a majority of its players in non-English speaking countries.

When developing your ROI plan for video game localization, be sure to base it on your specific game; the genre, audience, and go-to-market strategy will all influence your ROI calculation.

There are a few key facts worth remembering:

• 40% of Internet users will not shop on a website that is not in their native language.
• 80% of the world's purchasing power comes from users who speak English, Chinese, Japanese, Spanish, German, French, Portuguese and Italian.

Understanding the Market

Always research who your game is targeting, the regions you want to expand into, and how much content you need to localize. For example, in 2025, video game sales in Brazil are expected to reach 60% of those in France.

Not all games are equally popular. If your game has relatively few translation needs, you may get a higher ROI. These markets may not necessarily be what you think. For example, countries like Australia, Mexico, India, Thailand, and Brazil have some of the highest download rates outside of popular markets.

Understanding Players

Before localizing your content, first confirm whether it is suitable for your target audience.

For example, nearly 60% of console gamers spend time playing offline single-player campaigns. Therefore, it may make more sense to focus on localizing console games than simple mobile games. However, games in the Arcade, Action, Brain Puzzle, or Card & Casino categories remain the most popular choices among mobile gamers of all genres.

Finally, market demand and language conditions in different regions are important data points when deciding whether to localize a game.

Understand international law and policy

Before assuming that you can release your game in a specific region, it is important to rely on a professional team that understands the language laws and policies of each country. In some countries, regional languages are legally recognized in the media and entertainment industry.

Focus on quality and translation memory

High-quality localization services are priceless; projects are often plagued by endless revisions, delays, and low-quality translations. Getting the job done right the first time is critical to maintaining your localization ROI and completing your project on time.

A good localization service provider should provide a team of translators who are familiar with the content, have worked on the game, and understand the vision of the project. Working with the same service provider multiple times helps build translation memory (TM) and terminology glossaries. Using these tools can reduce project costs because there is no need to pay for legal texts or slogans repeatedly; the service provider can provide a glossary of relevant terms, saving time and money.

While some mathematical formulas can provide some insight into the ROI of game localization, there is no absolute science. Localization is particularly important in the process of better engaging with the market and expanding the global availability of your game, whether it is through visual or audio support to help players.

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