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Games developers should pay closer attention to localisation to claim a bigger slice of $116 billion global market

George Miller

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Games developers should pay closer attention to localisation to claim a bigger slice of $116 billion global market
Photo Credits: ohishiftl/Fotolia
Reading Time: 2 minutes

Games developers looking to optimise their chances of success in a global market that is now worth almost $116 billion need to pay closer attention to localisation if they want their game or app to reach the widest possible audience.

International translation agency Asian Absolute says that as the size of the global consumer gaming market continues to increase, failure to localise effectively risks being cut off from a huge potential audience for your product. The company points out that only 27% of the consumer game market is English-speaking, with some of the largest other segments being speakers of Japanese, Korean, Russian, Mandarin and Cantonese – the Chinese online and mobile game market is valued at over £22 billion.

To achieve the greatest commercial success and get the largest possible revenues and downloads, game developers need to reach a genuinely global audience,” explains Asian Absolute Managing Director, Julie Guigere.

This means speaking their language but that’s more than just having the words on screen translated correctly. You need to also consider the cultural context in which the game was created. This means recognising that that, if you’re in the UK, your points of reference will not be the same as a gamer in China. If you’re in Japan, a user in the US will not necessarily find your user interface easy to navigate.

Miss Giguere adds that if you compare the costs of developing a game with the cost of localising it for other markets versus the potential increase in market reach, it makes sound commercial sense to localise. This is all the more apparent if you consider that 50% of the countries in the Top 10 for downloads and revenue in the Apple Store are non-English speaking, and 80% of the countries in the Top 5 for downloads and revenue in the Google Play Store are non-English speaking.

It’s not as simple as saying you now have a “Spanish” version of your game or your app,” she continues. “The Spanish spoken in Mexico, Argentina or Spain will all differ and a gamers in Hispanic America may be put off by cultural references which only make sense to an audience in Spain.

Developers who make their games completely accessible to users in multiple territories not only gain commercially but also through brand appreciation.

The increasing global connectivity of gamers as a whole adds up to considerable profit potential. But it also adds up to a large number of potential users being exposed to your product and then becoming upset if it is not possible for them to enjoy the game comfortably. You only have to look at any review site to see the number of comments demanding localisation in the user’s preferred language. These days, game localisation is viewed increasingly as a gamer’s right rather than a privilege.

Founded in 2000, Asian Absolute is an international translation agency with offices in London, Beijing, Chiayi, Melbourne, New York, Panama, Bangkok and Varna. It provides translation, localisation, interpretation and marketing services required for success in global markets by enabling businesses and other organisations to communicate confidently and effectively in any given language.

 

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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NSoft and Casa Pariurilor expand cooperation

George Miller

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NSoft and Casa Pariurilor expand cooperation
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NSoft, premium betting software provider and Casa Pariurilor, a part of the largest Central European betting operator, have extended their cooperation by agreeing on implementation of NSoft´s In-Play MTS betting solution into Casa Pariurilor’s retail network. The network numbers over 700 shops in Romania, positioning Casa Pariurilor amongst the top three betting companies in this country.

Karlo Kralj, NSoft’s Regional Sales Agent announces: “I am delighted to confirm the continuation of excellent cooperation with our client Casa Pariurilor. It is one of the oldest and the most respected betting companies on the Romanian market. Casa Pariurilor`s experts have profound understanding of their market and are great in deciphering the players` needs. The partnership with Casa has helped us significantly by providing the essential market-insights and up-to-date knowledge about Romanian market trends.”

The first deal between NSoft and Casa Pariurilor was set in 2014 with the release of NSoft`s most popular product – Lucky Six, a draw-based game, together with Virtual Greyhound Races. Initially, the products were available in retail and afterwards, have extended to the client´s web.

“We have been working with NSoft for 5 years now and our cooperation is a role model of how B2B cooperation should look like. You know, you can buy a betting software anywhere, but the people make the difference. We witnessed the NSoft`s trustworthiness and reliability with excellent 24/7 support and great turnkey betting solution, thus the decision to use the advantages of NSoft`s Seven Betting Platform and its In-Play MTS solution in our retail network was a logical step forward,” concluded Lewis Findlay, General Manager Romania, Fortuna Entertainment Group.

NSoft`s Sportsbook solution driven by Betradar data provides clients with an extensive offer of up to 25,000 live events per month across 20+ sports. It is highly customizable sports betting platform requiring zero initial costs.

In addition, NSoft’s Seven Platform allows distribution of In-Play and Pre-Match offer through all available channels: retail, terminal, web, and mobile.

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eSports

CodeCube Brothers Earns $50,000 Prize in First Mobile eSports Indie Developer Contest

George Miller

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CodeCube Brothers Earns $50,000 Prize in First Mobile eSports Indie Developer Contest
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Inaugural Skillz Indie Ignite Competition Reveals Untapped Developer Talent

 

Skillz, the worldwide leader in mobile eSports, today announced the winner of its inaugural Indie Ignite game developer competition. First place was claimed by CodeCube Brothers, creators of Color Ring, earning the two Finnish brothers a grand prize valued at over $50,000. Hidden Pixel Games LLC, developers of Pool Payday, also received an honorable mention.

The first-place prize is comprised of a package of services and funds, including a $25,000 user acquisition campaign, $25,000 in game launch optimization services, as well as two Game Developers Conference (GDC) 2019 passes. The contest challenged indie game developers to create the next hit eSports game, and attracted an overwhelming response from the community.

“My brother and I have tried to design a hit mobile game since 2010, and winning this contest has been the biggest validation – if we hadn’t, we’d currently be looking for second jobs to fund our business,” says Esa Salminen, co-founder of CodeCube Brothers. “Monetizing is a big challenge for indie developers in this crowded market, but Skillz has empowered us to pursue our own aspirations while having the financial stability of a larger games studio.”

To enter the competition, mobile game developers integrated the Skillz eSports infrastructure into the title of their choice. The games were evaluated based on criteria including strong D1 and D7 retention rates, daily active users, and core gameplay loop design. Color Ring took the lead with impressive metrics, excelling across all criteria.

“Developers have always been central to our mission of democratizing eSports, and they never cease to impress us with their creativity,” says Andrew Paradise, CEO and founder of Skillz. “Skillz levels the playing field so even the smallest of indie developers have the tools needed to create a world-class eSport – all they have to bring is their creativity.”

Skillz is committed to supporting indie game developers, and kicked off its Indie Ignite Season 2 game developer competition this week. In support of this, Skillz is also hosting its first Game Jam next month. This event features hands-on tutorials from world-class experts on how to design and build successful mobile eSports titles. The Skillz Game Jam is open to all game developers, but is particularly ideal for Indie Ignite entrants.

 

About Skillz:
Skillz, the leading mobile eSports platform, connects the world’s 2.6 billion mobile gamers through competition. In 2018, Skillz was named to Entrepreneur Magazine’s 100 Brilliant Companies, Forbes’ Next Billion-Dollar Startups, and the Entrepreneur 360. Skillz has also been named the #1 fastest-growing private company in America by Inc. Magazine and a CNBC Disruptor 50. Over 18 million gamers use Skillz to compete in mobile games across 13,000+ game studios. Founded in 2012, Skillz is headquartered in San Francisco and backed by leading venture capitalists as well as the owners of the New England Patriots, Milwaukee Bucks, New York Mets and Sacramento Kings. To learn more, visit www.skillz.com.

 

Source: Skillz

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Press Releases

Microgaming inks deal with Crazy Tooth Studio embark on icy adventures in Arctic Valor

Niji Ng

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Microgaming - Arctic Valor
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Microgaming has signed a long-term supplier agreement with game development studio, Crazy Tooth.

The first game of the partnership will be Arctic Valor™, a riveting new six-reel, 4,096 ways online slot. Crazy Tooth Studio® developed this exclusively for Microgaming. The new game involves fierce Valkyries and has a mythological background.

Ben Hoffman, President at Crazy Tooth Studio®, said: “We are very excited to be working with Microgaming, whose extraordinary position in the market, diverse portfolio of excellent games and extensive list of operators will enable us to greatly diversify our capabilities and deliver our range of innovative slots and games to new audiences. We are thrilled to release Arctic Valor as our first exclusive game for Microgaming.”

David Reynolds, Games Publisher at Microgaming, added: “Arctic Valor provides a visually stunning journey into a land of ice and snow, complete with a fantastically vibrant, Norse-tinged atmosphere. With 4,096 ways to win, players can also look forward to smashing their way through to some truly epic rewards via the game’s unique and suspenseful icicle feature.”

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