As the indie game scene continues to flourish, developers everywhere are striving to bring their games to a broader audience. However, with thousands of indie titles competing for players’ attention, even the most creative and innovative games can struggle to stand out, which is unfortunately something that happens very often. However, with a tool like game localization, developers can significantly increase their chances of success. Adapting your game for different markets to maximize its reach and impact, is a smart move that can truly set your game apart from the competition. Let’s dive into the top 5 reasons to localize your indie game and explore how localization can elevate your game’s presence and appeal worldwide.
Enhanced Visibility
Visibility is everything in the gaming world. You can develop the greatest game in gaming history, but if people don’t know about it, chances are it’s not going to succeed. Localized games tend to be more visible to potential players, and this happens for a few reasons.
Biggest Pool
When you localize your game you are actively broadening its reach, simply by making it accessible to a wider audience. By logic, a wider audience means that your game has more chances of getting noticed, downloaded and played. Game localization allows you to access different markets, with different preferences, behaviors and sizes, effectively widening its reach.
Algorithm and Language Preference
If you are a game developer, chances are you are distributing your game through online stores and platforms like Steam or the App Store and Play Store for mobile games. These platforms show games to players through algorithms, which are in different ways heavily influenced by localization.
Steam
The Steam algorithm is heavily influenced by localization, as the platform recommends games to users based on language preference. With millions of users navigating the platform in languages other than English, the advantage of localization becomes clear. Don’t believe us? You don’t have to—go on Steam and see for yourself. In fact, as highlighted in a recent study by How to Market a Game, localization consistently boosts traffic across regions, making it one of the only reliable factors that influences Steam’s algorithm. According to Steam, other common metrics like store page traffic, review scores, and wishlists often don’t impact visibility, but localization always remains a key factor.
App Store & Play Store
As the digital shelves are crowded with thousands of new titles each month, anything that can help your game stand out is a powerful advantage. Localization helps your game’s discoverability by matching what players are searching for in their region, with descriptions, keywords, and metadata tailored to those specific languages. This is especially crucial in mobile platforms where keyword optimization is essential. Indie developers who leverage localization can create stronger ASO strategies, ensuring their game is seen by more players, boosting downloads, and gaining an edge against non-localized competitors. If your aim is to make a splash in multiple regions, enhanced visibility is one of the top reasons to localize your indie game.
Better Reviews
Gamers are vocal about their experiences, and positive reviews can make a world of difference for an indie game trying to carve out its place. Localization also helps avoid misinterpretations, awkward phrases, or unclear instructions, which can lead to negative feedback. Do you really want to risk backlash in this day and age, where social media posts travel faster than ever? Think about it! Reviews about language make up about 16% of general reviews. By localizing your game you show players that you made an effort trying to provide them with an enjoyable experience. This positive experience often translates into better reviews and higher ratings on platforms, attracting even more players. Since good reviews can elevate an indie game’s visibility and credibility, investing in localization is a direct line to improved player sentiment and a crucial reason to localize your indie game.
Brand Loyalty and Reputation
The indie gaming community is a space where relationships between developers and players are often built on loyalty and shared passion. When you take the step to localize your game, you’re showing international players that you care about their experience. This effort creates a sense of connection and fosters brand loyalty that can be hard to achieve otherwise. For indie developers, building a loyal player base can be a game-changer, leading to stronger word-of-mouth marketing and players who support future projects. Localization enhances your reputation as a developer who values inclusivity, and this can lead to a more dedicated fanbase. Players who feel seen and understood in their own language are more likely to invest time and emotion in your game and return to support your future titles. For indie developers looking to grow not just their current player base but also a long-term following, brand loyalty is one of the most compelling reasons to localize your indie game.
Impact on Sales
Would you buy from a website in a language that you don’t understand? Would you buy a product with instructions in a foreign language that you can’t read? What about a movie that doesn’t even have subtitles in your language? Probably not. The same applies to video games. Players are more likely to discard your product if it’s not accessible to them. Studies have shown that players are more likely to purchase games available in their native language. Check out the “Can’t read, won’t buy” study. For indie developers, every sale counts, and tapping into new language markets can open the door to increased revenue. This is particularly vital for markets where English proficiency may be lower or where players prefer to interact with content in their native language. Localized marketing materials, store descriptions, and in-game content create a seamless purchasing journey, making players more confident and likely to buy. Not only does localization attract new players, but it also helps retain them, with localized games tending to have better engagement and lower churn rates. If that’s not a reason to localize your indie game, then we don’t know which are.
Market Reach
Global expansion is no longer reserved for AAA games; indie games are now reaching diverse markets across the world. Emerging markets like Brazil and Southeast Asia present a promising audience, waiting to play your game. However, reaching these players requires effective localization to overcome the language barrier, as some markets have a low English proficiency level. Localization helps indie games unlock new markets by making their content accessible and engaging for players in different regions. By choosing the right languages and adapting content thoughtfully, indie developers can make their games a hit in regions they may not have initially considered. For an indie game with limited marketing budgets, entering new markets with a localized product can lead to organic growth and word-of-mouth promotion, enhancing market reach without substantial extra costs. If you’re looking to expand your game’s footprint, market reach is a powerful reason to localize your indie game.
Conclusion
In today’s competitive gaming landscape, localization offers indie developers a strategic advantage. From gaining better visibility on global platforms to fostering loyal fans and increasing sales, localization enables indie games to flourish in markets worldwide. As players become more discerning and the gaming industry more global, taking the step to localize shows players that you’re committed to giving them a top-tier experience. These are just a few reasons to localize your indie game, but they highlight just how impactful this choice can be, opening doors to new players and potential growth.