Marketing and Community Management in Game Localization
Expert-defined terms from the Certified Professional in Game Localization course at London School of Business and Administration. Free to read, free to share, paired with a globally recognised certification pathway.
Marketing and Community Management in Game Localization #
Marketing and Community Management in Game Localization
Marketing #
Marketing
Marketing is the process of promoting, selling, and distributing a product or se… #
In the context of game localization, marketing involves adapting promotional materials and strategies to target specific international markets effectively. This includes translating advertisements, social media content, websites, and other marketing materials to resonate with the cultural nuances of the target audience.
Example #
A game developer may create localized versions of their trailers and advertisements in different languages to reach a wider audience and increase sales in international markets.
Community Management #
Community Management
Community management refers to the practice of building, engaging, and maintaini… #
In the realm of game localization, community management involves fostering a sense of belonging and loyalty among players from different cultural backgrounds. This includes moderating forums, social media channels, and in-game communications to ensure a positive and inclusive experience for all players.
Example #
A community manager may organize in-game events, contests, and tournaments to keep players engaged and connected with the game and each other.
Localization #
Localization
Localization is the process of adapting a product or content to suit the linguis… #
In game localization, this involves translating game text, audio, and visuals, as well as making adjustments to gameplay, art, and design elements to appeal to players in different regions.
Example #
A game developer may localize their game by changing character names, references, and jokes to resonate with players in Japan, ensuring a more immersive and enjoyable experience for the target audience.
Global Marketing #
Global Marketing
Global marketing is the practice of promoting and selling products or services o… #
In the context of game localization, global marketing involves creating cohesive and culturally relevant marketing campaigns that resonate with players from diverse backgrounds and regions.
Example #
A global marketing campaign for a mobile game may include localized advertisements, social media posts, and influencer partnerships tailored to appeal to players in different countries and regions.
Transcreation #
Transcreation
Transcreation is the process of adapting marketing or advertising content from o… #
In game localization, transcreation is often used to convey the same message or brand image in a way that resonates with the cultural sensibilities of the target audience.
Example #
A transcreation of a slogan for a game may involve changing the wording, tone, and imagery to evoke the same emotions and reactions in players from different cultural backgrounds.
Culturalization #
Culturalization
Culturalization is the practice of integrating cultural elements, values, and re… #
In game localization, culturalization involves adapting gameplay, storylines, characters, and visuals to reflect the cultural norms, beliefs, and preferences of players in different regions.
Example #
A game developer may culturalize their game by adding traditional music, costumes, and festivals to create a more authentic and immersive experience for players in specific countries or regions.
Player Support #
Player Support
Player support refers to the services and assistance provided to players to help… #
In game localization, player support involves offering multilingual customer service, troubleshooting guides, and FAQ resources to assist players from different linguistic backgrounds.
Example #
A player support team may provide live chat, email, and social media assistance in multiple languages to address player inquiries, feedback, and complaints promptly and effectively.
User Engagement #
User Engagement
User engagement is the measure of how actively involved and invested users are i… #
In the context of game localization, user engagement involves creating compelling and immersive experiences that captivate and retain players from diverse cultural backgrounds. This includes designing engaging gameplay, storytelling, and social interactions that resonate with players worldwide.
Example #
A game developer may enhance user engagement by introducing new levels, challenges, and rewards that motivate players to continue playing and interacting with the game over time.
Online Community #
Online Community
Example #
An online community manager may create forums, Discord channels, and social media groups where players can discuss strategies, share experiences, and connect with other fans of the game.
Social Media Management #
Social Media Management
Social media management involves creating, curating, and sharing content on soci… #
In game localization, social media management includes tailoring social media posts, campaigns, and interactions to appeal to players from different cultural backgrounds and regions.
Example #
A social media manager may collaborate with influencers, streamers, and content creators to promote the game to their followers and engage with the gaming community on platforms like Facebook, Twitter, and Instagram.
Translation #
Translation
Translation is the process of converting written or spoken content from one lang… #
In game localization, translation involves translating game text, dialogues, subtitles, and interfaces into multiple languages to make the game accessible and enjoyable for players around the world.
Example #
A translator may localize a game by translating quest descriptions, item names, and dialogue lines into Spanish, French, German, and other languages to cater to a global audience of players.
Adaptation #
Adaptation
Adaptation is the process of adjusting or modifying a product or content to suit… #
In game localization, adaptation involves making changes to gameplay mechanics, visuals, storytelling, and cultural references to ensure that the game resonates with players in different regions.
Example #
An adaptation of a game for the Chinese market may involve redesigning characters, landscapes, and storylines to comply with local regulations, preferences, and cultural sensitivities.
Branding #
Branding
Branding is the process of creating a unique and recognizable identity for a pro… #
In game localization, branding involves adapting the visual and verbal elements of a game's brand to appeal to players in different regions and reinforce the game's image and values.
Example #
A game developer may create localized versions of their logo, website, and social media profiles to establish a consistent and appealing brand presence in international markets.
Promotion #
Promotion
Promotion is the act of raising awareness, generating interest, and driving sale… #
In the context of game localization, promotion involves creating targeted and culturally relevant promotions to attract players from diverse backgrounds and regions.
Example #
A promotion for a localized version of a game may include discounts, limited-time offers, and exclusive in-game items to entice players to try the game and make purchases.
Internationalization #
Internationalization
Internationalization is the process of designing and developing a product or con… #
In game localization, internationalization involves creating a framework and infrastructure that supports multilingual content, diverse cultural references, and regional preferences from the initial stages of development.
Example #
An internationalized game may include features such as dynamic text rendering, Unicode support, and language selection options to accommodate players from around the world.
Cross #
Cultural Marketing
Cross #
cultural marketing is the practice of creating marketing campaigns and strategies that appeal to consumers from different cultural backgrounds and regions. In game localization, cross-cultural marketing involves understanding the values, beliefs, and behaviors of players in various countries and adapting marketing materials to resonate with their cultural sensibilities and preferences.
Example #
A cross-cultural marketing campaign for a game may feature diverse characters, settings, and storylines that reflect the cultural diversity and inclusivity of the target audience.
Multinational Marketing #
Multinational Marketing
Multinational marketing is the practice of tailoring marketing efforts and strat… #
In the context of game localization, multinational marketing involves creating cohesive and culturally relevant marketing campaigns that appeal to players from different linguistic backgrounds, cultural norms, and gaming preferences.
Example #
A multinational marketing plan for a game may include region-specific advertisements, social media posts, and events to engage players in North America, Europe, Asia, and other key markets.
Help Desk #
Help Desk
A help desk is a centralized support system that provides assistance, troublesho… #
In game localization, a help desk may offer multilingual support, technical assistance, and resources to address player inquiries, feedback, and complaints.
Example #
A help desk for a game may include a knowledge base, FAQs, and live chat support in multiple languages to help players navigate gameplay, resolve technical issues, and enhance their gaming experience.
Gamification #
Gamification
Gamification is the practice of incorporating game elements, mechanics, and desi… #
In game localization, gamification involves designing interactive and rewarding experiences that resonate with players from diverse cultural backgrounds and encourage them to participate, compete, and collaborate within the game environment.
Example #
A gamified loyalty program for a game may offer points, badges, and rewards for completing quests, participating in events, and referring friends, motivating players to stay engaged and invested in the game.
Interactive Design #
Interactive Design
Interactive design is the process of creating digital interfaces, products, and… #
In game localization, interactive design involves designing intuitive, immersive, and culturally relevant gameplay mechanics, visual elements, and user interfaces that appeal to players from different regions and backgrounds.
Example #
An interactive design for a game may include intuitive controls, clear feedback, and engaging animations to guide players through the game and enhance their overall gaming experience.
Community Building #
Community Building
Community building is the practice of fostering relationships, connections, and… #
In game localization, community building involves nurturing a diverse and inclusive community of players from different cultural backgrounds, languages, and regions through forums, social media channels, in-game events, and player support initiatives.
Example #
A community building strategy for a game may include organizing tournaments, contests, and meetups to bring players together, encourage collaboration, and strengthen the bonds within the gaming community.
Community Forum #
Community Forum
A community forum is an online platform or space where users or players can inte… #
In game localization, community forums play a crucial role in fostering communication, collaboration, and engagement among players from different countries and cultures, providing a venue for players to ask questions, share experiences, and form friendships within the gaming community.
Example #
A community forum for a game may include subforums for different topics, languages, and regions, allowing players to engage in discussions, ask for help, and share content with like-minded individuals in a safe and supportive environment.
Content Creation #
Content Creation
Content creation is the process of generating, curating, and publishing media, a… #
In game localization, content creation involves producing culturally relevant and engaging content, such as blog posts, videos, social media updates, and in-game events, to attract, retain, and connect with players from diverse cultural backgrounds and regions.
Example #
A content creator for a game may produce gameplay videos, tutorials, and live streams in multiple languages to showcase the game's features, mechanics, and community events to a global audience of players.
Influencer Outreach #
Influencer Outreach
Influencer outreach is the practice of collaborating with individuals or entitie… #
In game localization, influencer outreach involves partnering with gaming influencers, streamers, content creators, and community leaders to reach, engage, and connect with players from different regions and cultural backgrounds, leveraging their influence and credibility to endorse the game and attract new players.
Example #
An influencer outreach campaign for a game may involve sending review copies, hosting sponsored streams, and organizing community events with popular streamers and content creators to showcase the game to their followers and drive player engagement and retention.
Machine Translation #
Machine Translation
Machine translation is the automated process of translating text or speech from… #
In game localization, machine translation tools and services may be used to quickly generate translations of game text, dialogues, and interfaces into multiple languages, providing a cost-effective and time-efficient solution for reaching players in global markets.
Example #
A game developer may use machine translation to generate first drafts of game text, which can then be refined, edited, and localized by human translators to ensure accuracy, consistency, and cultural relevance in each language version.
Brand Identity #
Brand Identity
Brand identity is the visual, verbal, and emotional representation of a brand, e… #
In game localization, brand identity involves adapting the visual and verbal elements of a game's brand to appeal to players in different regions, cultures, and languages, maintaining a consistent and recognizable brand image across diverse markets.
Example #
A brand identity for a game may include a logo, color palette, and tagline that convey the game's genre, style, and tone, creating a memorable and cohesive brand experience for players around the world.
Brand Awareness #
Brand Awareness
Brand awareness is the level of recognition, familiarity, and association that c… #
In game localization, building brand awareness involves creating localized marketing campaigns, social media posts, and community events that introduce and promote the game to players in different countries and regions, increasing visibility, engagement, and loyalty among diverse audiences.
Example #
A brand awareness campaign for a game may include influencer collaborations, social media contests, and cross-promotional partnerships to raise awareness, generate buzz, and attract new players to the game.
Brand Loyalty #
Brand Loyalty
Brand loyalty is the degree of attachment, trust, and commitment that consumers… #
In game localization, fostering brand loyalty involves delivering high-quality gameplay, engaging content, and personalized experiences that resonate with players in different cultural backgrounds and regions, building long-term relationships, and advocacy within the gaming community.
Example #
A game developer may reward loyal players with exclusive in-game items, discounts, and perks, creating a sense of value, appreciation, and exclusivity that encourages players to remain engaged, invested, and supportive of the game over time.
Brand Management #
Brand Management
Brand management is the practice of overseeing, maintaining, and enhancing a bra… #
In game localization, brand management involves adapting the visual, verbal, and experiential elements of a game's brand to resonate with players from different cultural backgrounds, languages, and regions, maintaining brand integrity and loyalty across diverse markets.
Example #
A brand manager for a game may develop style guides, brand kits, and messaging frameworks to guide the creation and localization of marketing materials, social media posts, and community interactions that reflect and reinforce the game's brand values, personality, and positioning in the global market.
Sales Promotion #
Sales Promotion
Sales promotion is the use of incentives, discounts, contests, and special offer… #
In game localization, sales promotion involves creating targeted and culturally relevant promotions, such as discounts, bundles, in-game events, and limited-time offers, to attract and retain players from different countries and regions, driving sales, engagement, and loyalty within the gaming community.
Example #
A sales promotion for a game may include a special event with exclusive rewards, discounts on in-game currency, and limited-time offers on premium items to motivate players to spend more time and money on the game, increasing revenue and player engagement in the process.
Publicity #
Publicity
Publicity is the act of generating media coverage, attention, and awareness for… #
In game localization, publicity involves creating newsworthy and engaging stories, events, and content that attract the interest and curiosity of players from different cultural backgrounds, languages, and regions, generating buzz, excitement, and engagement within the gaming community.
Example #
A publicity campaign for a game may include press releases, influencer reviews, and social media teasers that highlight new features, updates, and events in the game to attract attention, generate discussions, and drive player interest and participation.
Cultural Adaptation #
Cultural Adaptation
Cultural adaptation is the process of adjusting, modifying #
Cultural adaptation is the process of adjusting, modifying