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Apr 26 2023
The global gaming industry is booming, with players from all corners of the world seeking immersive and engaging experiences. One genre that has gained widespread popularity is the Multiplayer Online Battle Arena (MOBA) games. MOBA games are known for their competitive gameplay, strategic depth, and community-driven nature. However, expanding a MOBA game into global markets can be a challenging task due to language and cultural barriers.
In this case study, we will explore how localization played a pivotal role in helping a MOBA game expand into global markets, resulting in increased player engagement, retention, and revenue.
The localization efforts had a significant impact on the MOBA game's expansion into global markets. The results were as follows:
Our client is a popular multiplayer online battle arena (MOBA) game developed by a leading game development studio based in the United States. After gaining significant success in the North American market, the studio aimed to expand its player base in global markets.
One of the key strategies employed was localization, which involved adapting the game's content to suit the cultural preferences and language of target markets.
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The primary challenge faced by the game was to appeal to players in different regions with diverse cultural backgrounds and language preferences. The game's original content, which was in English, did not resonate with players in non-English speaking markets. Moreover, the game's characters, themes, and gameplay mechanics needed to be adapted to local preferences to ensure maximum engagement and retention.
The team was searching for a solution that made their work simpler, and looking for a tool to help them organize their time more effectively and automate ASO tasks. They, therefore, began looking for help from ASO World.
To address the challenges, we developed a comprehensive localization strategy for the game. The strategy included the following key elements:
We localized all in-game text, including dialogues, menus, and notifications, into multiple languages based on market research and player preferences. We partnered with professional translators who were native speakers of the target languages to ensure accurate translations that conveyed the intended meaning and tone of the original content.
We conducted thorough research on the cultural nuances of each target market and made necessary adjustments to the game's content, such as character design, art style, and storytelling, to resonate with the local players. We ensured that the game's content was culturally relevant, sensitive, and aligned with the players' preferences in each market.
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We redesigned the game's UI to provide a seamless and intuitive experience for players from different language backgrounds. We translated all buttons, menus, and tooltips into the local languages and ensured that the UI elements were visually appealing and easy to understand.
We created localized tutorials that were specifically designed for each market, taking into account the language proficiency and gaming habits of the local players. The tutorials were easy to follow, visually engaging, and provided step-by-step instructions in the local languages to help players understand the game mechanics and controls.
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Our customers use our ASO service to make it easier to update all game store listings in multiple languages at the same time. ASO World enables mobile game makers to update multiple app store localization on a single website in this way for their intended country and language, enabling bulk editing of relevant metadata fields such as app name , description, release notes, and keywords. Metadata can be exported to Google Play Console or App Store Connect with just one click.
Without wasting time on the tiresome duties associated with keyword research, they developed a strong keyword strategy. The App Store Optimization process for the app was made substantially easier by ASO World's keyword tracking and keyword ranking features. Simply because the AI-based technology significantly reduced the time required to perform the manual work of keyword research.
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Localization played a crucial role in expanding the global markets for our MOBA game. It helped us overcome language and cultural barriers, reach new players, and generate higher revenue. By translating the game content, adapting it to local culture, and customizing marketing campaigns, we successfully tapped into non-English speaking markets and achieved significant growth.
The success of our localization strategy highlights the importance of understanding and catering to the unique preferences and needs of players in different regions to create a truly global gaming experience.
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