ROI-driven localization: from pests to heroes
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Yury Petyushin presented research on localization ROI and quality for mobile games. The research found: 1. Certain markets like China, Japan, and South Korea are highly profitable for localization, while others have lower or negative ROI. 2. Localizing into additional languages can significantly increase game revenue, but the ROI depends on factors like the language and how popular the game is. 3. Poor localization quality, like errors or incomplete translations, can negatively impact player retention and satisfaction. Up to 62% of players may stop playing or switch to an unlocalized version due to quality issues. 4. A case study of a game called Day R showed strong ROI from localization, with languages like English
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ROI-driven localization: from pests to heroes
- 1. ROI-driven localization: from pests to heroes LocWorld Silicon Valley, Oct 2017 Yury Petyushin Chief Inspiration Officer at allcorrect
- 2. Who is here?
- 3. I had a dream…
- 4. About Us Specializing in games and software for 10 years Top-20 in Eastern Europe HQ in Samara (Russia), offcies in Dublin, Toronto, Hong Kong All profitable languages 40 in-house employees 350+ game titles, millions of words, dozens of happy clients GALA member, active contributor to ISO Standards (11669)
- 5. One-stop shop for profit boosting
- 6. Customer support & Community Management
- 7. Session outline I. Why do this? II. THE BIG localization questions 1. Which markets should I target? 2. Which are most profitable for my genre? 3. Does localization (adding languages) add money? 4. What is ROI for localization into different LANGUAGES and will it pay off? 5. Can impact of loc quality be measured? III. The awesome bad case study IV. Discussion
- 8. I. WHY: From pests to heroes
- 9. I. WHY: Past similar researches • CSA – “Can't read won't buy” • CSA - Return on Localization research (2010) • Distimo case study – 128% increase in downloads • OneSky - app localization ROI ebook, survey- based guidelines • Multiple articles of general character • allcorrect survey of Chinese and Russian players (10,000 respondents)
- 10. Research Timeline Loc Quality from gamers’ perspective (10,000+ respondents) Mobile Games Markets Profitability Index ROI-driven localization research 2015- 2016
- 11. THE Big Question #1 Which markets should I target?
- 12. Mobile Games Market Facts
- 13. Top 10 Mobile Games Markets
- 14. Markets differ…
- 16. THE Big Question #2 Which markets are most profitable FOR MY GAME GENRE?
- 17. MMORPG market research • Most data from PrioriData, both GooglePlay and AppStore • Top 250 “RPG” games from 54 countries in 2016 (3,000 games in total) • iOS data for China extrapolated to account for “GooglePlay” • “Deep dive” into games published in 50-54 countries (134 games) • Statistical and dispersion analysis, hypothesis testing, etc.
- 18. Top 10 Markets in RPG Названия строк Сумма по полю Revenue(#) china 5058662578 japan 3599784035 usa 1218515265 south_korea 503145277 taiwan 198528325 germany 111753055 united_kingdom 109941382 canada 89721547 australia 66317890 france 64953990 Общий итог 11021323344 Game Revenue Total
- 19. Top 10 Markets = 11 billion USD
- 20. Названия строк Доход / загрузки Сумма по полю Revenue(#) Сумма по полю Downloads(#) china 32,65 5058662578 154942838 japan 27,27 3599784035 132011464 switzerland 9,54 20559072 2154639 singapore 8,79 38406752 4367177 usa 8,03 1218515265 151663400 canada 6,66 89721547 13476904 australia 6,60 66317890 10046387 germany 5,57 111753055 20063856 hong_kong 4,75 55414224 11678214 austria 4,73 8533263 1803724 norway 4,35 8058461 1851591 south_korea 4,32 503145277 116483739 uae 3,89 10176862 2614097 united_kingdom 3,83 109941382 28702845 sweden 3,62 12588308 3481772 new_zealand 3,12 5428474 1739883 denmark 2,89 6934397 2401183 france 2,89 64953990 22510818 netherlands 2,49 10649230 4269055 taiwan 2,36 198528325 84069205 Top RPG Markets by ARPD Game Rev./download Total revenue Total downloads
- 21. Top Market: China • 1 game = 10% of total market (iOS only) • 3 games = 28% of total market (iOS only) Игры Число стран Средний рейтинг Низший рейтинг Высший рейтинг Выручка Все Страны 梦幻西游-全民PK狂欢季 12 101 250 1 2 233 431 297 阴阳师-全区互通现世集结 15 63 195 2 567 293 916 大话西游-全民争霸季火热开战 12 94 217 3 443 954 599 Game # of court. Avrg. rating Lowest rating Highest rating Revenue from all countries
- 22. If China is Excluded Top 20 games make 77% of Cash
- 23. Here Are These Top 20
- 24. Which Markets Bring Most $$$ ARPD by downloads and revenue Downloads, mln Revenue,mlnUSD
- 25. THE Big Question #3 Does localization (adding languages) add money?
- 26. Deep Dive into “Well-Published” Games Revenue of games published in X number of countries % of games published in X number of Countries
- 27. Countries and Revenue Revenue by number of countries (Chinese market excluded) # of countries the game is published in AverageRevenue,USD
- 28. Revenue by # of Languages and # of Countries Bubble size = revenue Number of countries Numberoflanguages
- 29. Revenue by # of Languages and # of Countries Bubble size = revenue Number of countries Numberoflanguages
- 30. Spain
- 31. Germany
- 32. Austria
- 33. Russia
- 34. Argentina
- 35. Most common languages for the “well-published” games Languages Chinese
- 36. THE Big Question #4 What is ROI for localization into different LANGUAGES and will it pay off?
- 37. The Formula
- 39. The Formula IN ACTION
- 40. ROI East Asia markets Top 1-15 Top 16-30 Top 31-60 Top 61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 China 4,407,540% 271,155% 89,765% 30,365% 5,336% Japan 560,278% 135,231% 65,373% 16,442% 1,432% South Korea 104,258% 20,685% 8,645% 2,985% 403% Hong Kong 45,918% 16,543% 7,444% 1,711% 50% Taiwan 27,256% 3,829% -353% -578% -634% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 41. ROI America markets Top 1-15 Top 16-30 Top 31-60 Top k61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 USA 425,419% 38,222% 17,946% -1,927% -1,194% Canada 116,084% 8,065% 3,698% -648% -652% Peru 5,040% 463% 175% 16% -20% Uruguay 3,579% 649% 236% 38% -20% Chile 3,127% 426% 51% 17% -47% Brazil 2,014% -367% -565% -268% -155% Argentina 896% -575% -344% -307% -186% Colombia 426% -45% -50% -59% -57% Mexico 284% -128% -242% -69% -78% Ecuador -189% -65% -36% -126% -123% Venezuela -413% -439% -321% -249% -176% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 42. ROI Southeast Asia and Oceania markets Top 1-15 Top 16-30 Top 31-60 Top 61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 Australia 221,745% 19,543% 12,803% -1,638% -1,413% Singapore 154,254% 31,856% 11,475% 4,139% 114% New Zealand 74,065% 19,228% 6,697% -286% -261% Thailand 7,770% 368% -8% -113% -139% Malaysia 1,323% 114% 32% -29% -82% Philippines 859% -168% -190% -122% -87% Indonesia 319% 3% -346% -104% -71% Vietnam 219% -217% -488% -292% -144% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 43. ROI European markets Top 1-15 Top 16-30 Top 31-60 Top 61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 United Kingdom 171,754% 11,616% -2,056% -2,275% -1,695% Switzerland 46,540% 5,523% 2,263% 354% 33% Germany 29,077% 1,922% 625% -243% -137% Ireland 26,119% -174% -3,018% 96% -1,583% Austria 19,481% 2,881% 402% -173% -139% France 11,983% 1,292% 144% -263% -114% Spain 10,772% 565% -606% -198% -132% Italy 3,108% 293% -82% -124% -71% Belgium 1,981% 194% -55% -89% -49% Sweden 1,563% 218% 12% -25% -12% Netherlands 1,532% 141% 9% -76% -42% Norway 960% 209% 26% 4% -4% Denmark 662% 32% -6% -26% -18% Finland 286% 31% 6% 2% -2% Portugal 167% -9% -87% -25% -19% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 44. ROI Eastern Europe markets Top 1-15 Top 16-30 Top 31-60 Top 61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 Russia 20,918% 4,329% 924% 154% -15% Poland 430% -253% -86% -118% -40% Romania 253% -59% -43% -30% -17% Czech Republic 222% -2% -18% -7% -6% Hungary 82% -23% -19% -18% -9% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 45. ROI Middle East markets Top 1-15 Top 16-30 Top 31-60 Top 61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 Turkey 7,812% -110% -333% -144% -69% Saudi Arabia 2,372% 48% -124% -122% -53% UAE 1,981% 240% 138% 32% 6% Israel 397% 61% 9% -10% -7% Egypt 2% -72% -63% -14% -13% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 46. ROI others markets Top 1-15 Top 16-30 Top 31-60 Top 61-120 Top 121-250 Country ROI K1 ROI K2 ROI K3 ROI K4 ROI K5 South Africa 537% 10% -20% 2% -1% Nigeria 40% 7% -7% -3% -1% Sri Lanka 5% -1% -5% -4% -3% Kenya -5% -2% -5% -2% -1% Pakistan -37% -27% -17% -12% -6% India -360% -148% -38% -47% -51% I'm buying jets Profit! Let's do it! Is it worth it? 0 or loss >10,000% 1,000- 10,000% 50%-1,000% 1-50% 0 or -
- 47. The Future Now that we’ve created THE ALGORITHM, we’re on the way to be able to give these numbers for any genre and any market.
- 48. THE Big Question #5 How LOC QUALITY influences sales and retention?
- 51. Voting with their wallet “Measuring” the impact of quality…
- 56. 0% 20% 40% 60% 80% 100% Untranslated text Inaccuracies, incomplete translations Grammatical Spelling Punctuation Too literal Doesn't match the original stylistically Non-standard abbreviations English terms unlocalized (written in… Various translations for one term Censorship Lack of censorship Use of memes Use of game slang Fonts are poorly chosen or illegible Unlocalized graphics What do you think about these localization errors? I stop playing the game I switch to the unlocalized version It annoys me, but I keep playing the localized version
- 57. Summary of Loc Quality Impact dtishin@allcorrectgames.com 1. 52-62% will stop playing and tell their friends about bad quality loс 2. ~60% would pay more for better loc and will play older version with good loc 3. 70-90% of users prefer localized products - irrelatively to their level of English proficiency 4. Spelling / grammar / punctuation errors force ~16% Russians and ~27% Chinese to stop playing game or switch to original
- 58. Day R by TLT Games The Awesome Bad Case Study
- 59. Day R – Adding Langs, Improving Loc Quality, Increasing ROI
- 61. Day R Localization ROI Language ROI Date English 2,700% May 2017 Korean 1,230% June 2017 Spanish 603% February 2017 German 237% February 2017 Italian 211% June 2017 Brazilian Portugese 55% October 2017 Indonesian -59% June 2017
- 62. Yury Petyushin To email me: petyushin@allcorrectgames.com To work with us: order@allcorrectgames.com To get involved in research (provide input, stay informed, etc.): drop an empty email to order@allcorrectgames.com with subject line “loc quality research” or give me your biz card
Editor's Notes
- Who’s from game dev and game publishing? Who develops software? Who buys loc? Who’s LSP?
- Relevant exp: freelance, in-house, head of ops and QA, CIO
- GALA – globalization and localization association; TFR – our translation forum, the biggest in Eastern Europe; ISO - representatives of ISO committee for standard of translation quality in Russia
- loc is not a cost center. Loc are heroes! loc firms: loc is a cost article, but in reality, it's a part of marketing, so if we could prove that loc is an investment, then we'd be more appreciated (easier to sell, can increase pricing, can explain cost and value of quality) clients: you need to help your marketing teams to pick markets which bring money
- This project is almost 2 yrs old now and started as a small survey of 2K Russian players. After it was presented to GameQA&Loc Forum, people got interested and we decided to proceed (Nintendo, Ubisoft, EA, Wooga, Sony, Zynga, Bigpoint) 1st stab at Chinese market just finished and is presented today
- Numbers differ, but around the same. CPI is around 0,5-$1, ARPU is $20, so good return Mobile market will grow in the future
- These 10 bring 50% revenue Why Russia invaded this rating? It’s a potlitical question…
- Even though avrg CPI is 0,55-$1 and ARPU is $20, those are AVERAGES. Here are highs and lows. But you need 15 langs + 2 variants to enter those
- Those are for ALL mobile games. Avrg means nothing. Avrg income in Canada in Canada is decent, but it’s poor
- 1) Исключили Китай, т.к. нет данных по ГП. Но исключили его только из углубленного "тонкого" анализа. А глобально он присутствует, в рои, например, добавили Китаю искусственные данные по ГП, исходя из статистики других стран по соотношению платформ. 2) Данные по играм на платформах объединены, но рынки не всегда совпадают (они почти всегда не совпадают, но тсс...). Потому что: а) Говностатистика с ПриориДата и не удалось "свести", "склеить" все игры на 100% (Я вот даже сегодня ещё пару склеил, но это уже для следующей презентации) - игры иногда названы настолько по-разному, что не найти "игру-пару" на второй платформе; в) Приори-дата - "живая статистика", т.е. её меняют все реалтайм (я тоже менял как мне нравится - запретов нет), в результате, данные выгрузки за 2016г уже не совпадают с текущими данными (это опять про названия игр - хер найдёшь); Г) Большое Г! У нас рейтинг 250 САМЫХ ЗАРАБАТЫВАЮЩИХ ИГР и поэтому, если игра на части рынков (особенно на китайском) вылетела из ТОП-250, то у нас нет этих данных. 3) Смотрели только 2016г. Ну да. Одним из жанров РПГ. Да. и тут снова ПриориДата. Кто как хочет ,тот так и определяет ММО РПГ. Например куча карточных игр и квестов по известным РПГ 4) Анализировали 134 игры, выпущенных на наибольшее количество рынков (45-54 страны). Потому что эти игры заработали 30% денег. Потому что только по ним есть статистика по языкам (я собирал вручную с ПриориДаты, и если б собрал больше, то было бы больше игр). Но! Наш дисперсионный анализ показал ,что для этих "хорошо_изданных" игр есть корреляция между их позициями в рейтингах стран (ну типа если уж ты хорошо зарабатываешь, то делаешь это хорошо везде). Для игр с малым числом рынков прогнозировать что-либо крайне сложно, т.к. они, возможно, просто не в топ-250 и нет данных. Плюс их позиции по доходности скачут в широчайших пределах. Поэтому по всему мы не анализировали остальной пул игр (которых, кстати 3200 ,если с китаем, 3050 без него). ещё у Дениса было мнение ,что по мало_зарабатывающим играм статистика заработка просто подогнана, либо взята слегка с потолка. 5) Основа всех исходных данных - Приори дата. Методы, которые мы использовали - статистическая обработка (с заполнением пробела по Китаю ГП по средним значениям). Основы дисперсионного анализа. Нормализация данных. Корреляционный анализ (на глазок правда, но можно и жёстко проверить). Но я бы этим особо хвастать не стал, т.к. с точки зрения серьёзной науки - это всё стандартные совочки и ведёрки для песочницы и применили мы их весьма слегка. Только-только начали, на пол шишечки. Ну и более всего мы применяли Методы ОСРЕДНЕНИЯ данных. Линеаризацию. У нас анализ СТАТИКИ. Мы ничего не делали по Динамике данных. У нас и нет особо ничего, кроме роста загрузок и Дохода за год. Это ещё целая область, в которой можно много сделать, если сделать привязку к дате издания. 6) ещё добавь предположения по Формуле. Про Рои, цену локализации и прочее.
- Короче, рынок азиатский 79% рынка – china, japan 85% - если добавить корею и тайвань
- Думаю, можно заменить за логотипы
- Better to be in the top…
- People who don’t sepak Chinese will aprrectiate
- По убыванию пузыря: Japan, Usa, South_korea, Taiwan. 86% Дохода. Вместо Тайваня можно взять Германию + UK. См лист Таб5.
- Many games are published in 1 country only – that’s China! They also make A LOT of money But other segments make money too – the 53-54 segment. 30% of $. Let’s dive into it!
- These are COUNTRIES. What about languages?
- Is there a correlation between number of langs and revenue? Or is it number of countries that influences revenue? Obviously, there’s a clear trend here…
- There’s not a big difference between being published in 48-52 countries and 52-54. But the difference grows when you add langs! Can you add 10 more langs and grow your balls? Or do you add languages because your balls are big?
- Happy to see Russian here!
- More data needed Input needed
- Can the impact be measured?
- This question is similar to the one 2 slides ago. And results are similar. Small % prefers box and manual loc, and therefore game itself in Original. 70% of them intermediate and up. Again, people want loc. Even if 30% of Chinese speak Eng well. Will see what it’s like for other langs?
- This is dramatically different for 2 markets. I used to think nobody cares about texts. But they do. 90% of Russians read most of texts!!! 50% all texts!!! Remember: fully immersted. WE’re also a reading nation. About 40% of Chi read texts. But Chi – LEARNING NEW THINGS and play different roles. So playing itself is more important
- Aaron from Facebook asked me “can you measure impact of bad loc”? Yes, you can.
- 7-13% stop buying your games. Not just this one!!! All of your games! Think LTV 52% of Chi and 62% of Rus will take action
- Again, users will take action. Russians are more radical in their behavior than Chi. But again, they like a good loc
- 27% of Chinese switch or drop. 16% of Russians do too. Non-standard abbreviations affect understanding. As English terms unocalized. As unlocalized graphics. Slang and memes are a biggie too. Lack of censorship is a big and surprising one. Again, various translation of 1 term – not so much…
- They approached us: where should we go? Where’s ROI? Somebody will say these numbers are small, but it’s 1600 months of avrg salary in TLT, or 33 yrs… Not bad for adding langs. And these are low, he says
- Using the formula… Немецкий считал только Германию и Австрию. Немецкий есть ещё и в других странах, но их не считал. Чтобы посчитать ROI отнимал выручку по этим странам за 2017 год, суммировал все платформы.