LOCALISING MOBILE GAMES FOR GLOBAL SUCCESS
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Nanobit is famous for its interactive story games. In the beginning we created those games only in English and without support for any other language. There were many people who were not able to play them because they didn’t speak English and couldn’t understand anything. In this talk you will find out how we managed to translate our games and increase the number of our players more than twice.
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LOCALISING MOBILE GAMES FOR GLOBAL SUCCESS
- 2. Marta Kunić Senior Game Developer Agenda • ABOUT US • WHY LOCALISATION • HOW WEDID IT • LOCALISING CONTENT • LOCALISING THE UI • PROBLEMS • WHAT WE GAINED
- 3. About us • Game development studio from Zagreb • Founded by Alan Sumina and Zoran Vučinić in 2008 • Today more than 130 employees • Started with application development • Over 3.5 million monthly active users all over the world • Over 100 million downloads • Completely in charge of the product – everything is done in house
- 4. Why localization • Interactive story games are our most popular products • Language barrier – only users who speak English can understand them • Initial market reached saturation • Try to appeal to new markets by translating content into different languages
- 5. How we did it • Market analysis • Localised one story in one game to French and German to see if it's worth it • Localized UI • Device language is used as the default one • Added option for the user to select a language
- 6. Localising content • Text translation • Downloading content based on language Exporting just text for translation Translation Importing back to game
- 7. Localising UI • Changed all fonts to support different alphabets • Replaced images that contained text with text labels • Created dictionaries for every language with specific phrases that we used • Every string is translated before it is shown
- 8. Problems Text falling out of labels
- 10. Problems Images used as text
- 11. What we gained • 680% increase in daily active users • 1400% increase in daily profit • US is still the primary source of income, but France and Germany have almost the same number of installs for 3.5x less cost • We are experiencing higher return for less • More games localised to 7 other languages
- 12. Questions? If you have any questions, feel free to contact me: marta.kunic@nanobit.com https://www.linkedin.com/in/marta-kunic/