In this month’s Feature Focus, we’re examining how our localization technology guarantees that all of your players get the right messaging, regardless of where they were born or where they ended up in the world.
Localization is a cornerstone of player-first game development and here’s why:
What is localization and why is it important?
Localization is the adaptation of game content according to the location and/or language of whoever is playing it. At its simplest, localization is what ensures that your players receive content, instructions, and offers in a language that they can read and interpret.
We don’t have to explain why players need to understand the words on their screens, but that is only the most basic function of localization in games. When used intelligently, especially in tandem with sophisticated segmentation and engagement, localization becomes a core game mechanic as vital as any other.
Example Localized Campaign Content V1
How does localization work in deltaDNA?
There are two strands to localization within deltaDNA:
- Localized EngagementIn-game messages (both text and image), emails, and push notification
- Localized AssetsTutorial text, imagery, menus, character speech etc.
As soon as a player loads a game and starts a session, they begin sending data events. The platform then creates a ‘locale pairing’ out of the events that signify ‘device location’ and ‘device language’ so that we can tailor their content accordingly.
From then onwards, every time our Engage system sends a piece of content (such as an offer), the platform will provide only the content that you have deemed appropriate for the locale of the player in question. Easy.
Example Localized Campaign Content V2
Why is it useful?
The biggest functional benefit of our localization tech is that all of your locale-specific content lives on our side. This means that you can change, replace, and add content that works instantly without needing players to install updates. It also saves a lot of wasted time and effort spent hard-coding these assets into the game itself.
Second, combining localization and segmentation allows for interesting targeted engagement that goes much further than language and translations. Use it right, and you can capitalize on culture itself. Let’s look at a hypothetical example:
It is July 2026.
You are a marketer working on the popular Free-to-Play title TurboMegaSoccer Xtreme.
The FIFA world cup final has just taken place at the Rose Bowl in LA.
USA 0 England 12
In the wake of their historic victory, you want to give a special reward to those noble English fans that traveled all the way to California. By isolating that very specific group of players sending “en_GB” language requests combined with “US” geo identifiers, you can send your congratulatory message to all the Brits abroad – without infuriating any of your distraught US players.
Congratulating the mighty English in TurboMegaSoccer Xtreme
World of possibility
Depending on how you use it, localization will have either a subtle or spectacular impact on the success of your game. The more ambitious you are, the more important it becomes and – if you decide to hard-code it all yourselves – the more work it creates for your developers. Our localization technology is built for global success and that should always be the aim.