We at LCP Localizations translate Steam store pages into 25+ languages. We check every page once it is live, and we update the translations when the English page changes.
Which languages to start with is covered in our guide Writing a game description and why Steam page localization matters.
What we translate on a Steam page
- The short description next to the main capsule.
- The "About this game" section.
- Text in capsules, screenshots and other images, from editable files.
- Trailer subtitles.
- Event and update announcements.
A translated store page does not add a language to the game. Steamworks is clear on this: "Language support is determined by the in-game language settings, not the store page."
How to localize a Steam page
- Glossary. We start from the game's glossary, or build a short one, so the page and the game use the same names.
- Translation and review. A translator adapts the text and a lead editor reviews it. A store page is marketing copy, so tone and length matter as much as accuracy.
- Check on the live page. Once the client studio publishes the translations, we open the page in every language and look for bad line breaks, cut text, strings left in English and wrong terms.
- Updates. When the English page changes with new features, DLC or events, we update the other languages too.
How long Steam page translation takes
Usually 1 to 2 days. Length and number of languages count, but what matters most is the time zones between the studio, our team and the translators, and whether the translators have questions. We would rather ask than guess.
When the page has to be ready for a date, like Steam Next Fest, a launch or a sale, we plan backwards from it.
How to order a Steam page localization
Studios send us, through the contact page:
- the link to the Steam page or, even better, a DOCX or XLSX file with the texts;
- the target languages;
- if images or the trailer need localizing too, the images with text and the subtitle file, ideally editable;
- the deadline, if there is one.
We reply with a quote for the whole page.
Context makes the biggest difference: the game's characters, places and story, and its writing style, which the Steam page alone does not always show. A gameplay video helps a lot.
How much Steam page translation costs
Each page gets its own quote. The price depends on:
- the word count;
- the number of languages;
- the new words added in later updates.
For a full game, the guide How much does game localization cost? explains how prices are built.
Case study: UNDERDOGS by One Hamsa
UNDERDOGS is a physics-based VR mech brawler with a roguelike structure, developed and published by One Hamsa. It came out on 25 January 2024, on Meta Quest and on Steam for PC VR on the same day (sources: Steam store page, Meta Quest blog).
The store page sets the mood from its first line, which invites players to wrap themselves "in 5 tons of metal" and go smashing through underground mech fights. We localized that page into four languages.
- Client
- One Hamsa
- Scope
- Steam store page
- Languages
- Korean, Spanish (Spain), German, French
- Year
- 2024
The challenge: slang that sells
Xavier Montemurro, who managed the project, remembers an English page written in heavy street slang, often crude, in the voice of the game's underground fight scene. That voice is a big part of the game's identity, and a literal translation would have lost it.
There was a second layer to the job. Because the text sits on a store page, it also had to work as sales copy. In each language we adapted the marketing tone so that the page reads as an invitation to play and to buy, not as a translated product sheet.
Players were waiting, too. Requests for these four languages were strong, so the localized pages had an audience ready for them.
What it looks like on Steam
The examples below quote the store pages as published on Steam on 1 October 2026. Each one shows a different way of handling tone.
Take the opening of the short description. The English page on Steam starts with "UNDERGROUND MECH FIGHTS!", and the German page on Steam keeps that line in English before switching to German: "Wickle dich in 5 Tonnen Metall ein und stürze dich in eine finstere Szenerie aus voller Metall-auf-Metall-Gewalt!"
The English hook works as a genre label that German players already read in English. The sentence that follows carries the tone in their own language.
Rhythm matters just as much. The German page on Steam lists the attacks with four verbs that all start with the prefix "zer-", which expresses destruction: "Zerschlage, zerschmettere, zerfetze und zerreiße feindliche Bots und Mechs." The repetition keeps the hammering pace of the English copy.
Then there is the closing line. "Welcome to the jungle" is the game's tagline, and Meta also used it in the title of its launch announcement. The German page on Steam keeps the image as it is: "Willkommen im Dschungel."
The Korean page on Steam takes a different route. It uses the four-character idiom 약육강식, "the weak are the prey of the strong": "약육강식의 세계에 오신 것을 환영합니다." The jungle disappears, but the law of the jungle stays, through an expression Korean players know well.
Where the game stands today
UploadVR reviewed UNDERDOGS at launch with a score of 4 out of 5 (23 January 2024). On Steam, the game has an "Overwhelmingly Positive" user review rating, with 97% of 2,132 reviews positive (store page, checked on 1 October 2026).
Here is how One Hamsa's head of studio summed up working with us:
"LCP Localizations delivered great localization, adapted to our workflows, and also helped us catch issues through their thorough LQA."
Assaf Ronen, Head of Studio, One Hamsa
We follow the same steps for every store page: understand the tone first, translate the page so it sells in each language, check it live on Steam, and keep it current as the game grows.