Game localization is one of the highest-ROI investments indie and mid-size developers can make. Steam data consistently shows that German, Russian, Spanish, and French localizations each produce 10-30% additional revenue for localized games versus English-only releases targeting those markets. The investment in translation pays back through market access that does not otherwise exist.
Localization Priority by Market
| Language | Key Market | Revenue Priority | Translation Complexity |
|---|---|---|---|
| German | Germany, Austria | Very high | Medium (text expansion) |
| Russian | Russia, Eastern Europe | Very high | Medium |
| French | France, Canada | High | Medium |
| Spanish | Spain, Latin America | High | Low-medium |
| Brazilian Portuguese | Brazil | High | Low-medium |
| Japanese | Japan | High (mobile) | High |
| Korean | South Korea | Medium-high (mobile) | High |
| Chinese (Simplified) | China, SE Asia | High (mobile) | High |
| Polish | Poland | Medium | Medium |
Research Localized Competitor Games in Any Language
Translate in Many Languages lets you browse localized game store pages, reviews, and forums in any language to understand market expectations. Free to install.
Add to Chrome — It's FreePreparing Your Game for Translation (i18n)
Internationalization (i18n) — preparing the codebase before translation — determines how painful localization is:
- External string files: All displayed text in JSON, CSV, or XLIFF files — never hardcoded in source code. This allows translators to work in string files without touching code
- Unicode throughout: UTF-8 encoding in string files and rendering code — essential for CJK (Chinese, Japanese, Korean), Arabic, Russian, and any non-Latin script
- UI expansion room: Design all text containers with at least 150% of the English string length — German text runs 30% longer, French 25% longer
- No embedded text in images: All text must be in strings files, not in texture atlases or UI images — otherwise each translated market requires separate artwork
- Context notes in string files: Add comments explaining where each string appears ("This appears on the main menu screen as a button label, 15-character maximum")
What to Translate and What Requires Specialized Translators
Machine Translation + Review (Acceptable for)
- UI strings: button labels, menu items, settings names
- System messages: achievement notifications, error messages
- Simple informational text: tutorial tips, loading screen facts
- Store listing description and feature list (with human review)
Specialized Game Translator Required
- Narrative dialogue and story content — requires game fluency and understanding of your tone and genre
- Character voice lines — must be suitable for voice acting if your game has dubbing
- Humor, wordplay, and cultural references — these require transcreation, not translation
- Tutorial instructions where precision affects gameplay
- Japanese and Korean content — these languages have complex honorific systems that require cultural expertise
Tools for Game Localization
- Localizely: Web-based string management with translator collaboration, screenshot in-context review, machine translation integration
- POEditor: String management with team collaboration, machine translation, and API integration for CI/CD pipelines
- Crowdin: Full localization platform with GitHub/GitLab integration — files update automatically when strings change in source
- Lokalise: Professional localization platform with automation features for larger teams
Research Game Markets and Localization Quality
Use Translate in Many Languages to read competitor game store pages in German, Russian, Japanese, and other markets. Understand what localized game pages look like and what quality level competitors offer. Free.
Install Translate in Many LanguagesTranslating Steam Store Listings
Steam allows separate store page content per language. Localized store pages:
- Translate the game description, feature list, system requirements notes, and About the Developer section
- Steam uses the device language to show localized content automatically — no player action required
- Translated store pages rank higher in Steam search for users with that device language set
- Consider translating the Capsule art text (the header image text) — this is the first visual impression in search results
Open International Game Markets
Translate in Many Languages is a free tool for game developers researching international markets and verifying localization quality. Install and start today.
Add to Chrome — It's FreeFrequently Asked Questions
What is the difference between game translation and localization?
Translation converts text. Localization adapts the full game experience — translation plus cultural adaptation, UI adjustment for text expansion, region-specific legal requirements, and potentially voice acting replacement. For indie games, translation is the practical first step. Full localization is for games with significant production budgets.
Which languages should I localize my game into first?
For Steam/PC: German, Russian, French, Spanish, Brazilian Portuguese. For mobile: Japanese and Korean have very high in-app purchase rates. Check Steam stats for your genre — some game genres have disproportionately strong presence in specific language markets.
How do I handle text expansion in game UI when translating?
Design UI with 150% English string length as minimum. Allow dynamic font size scaling in text boxes. Provide translators with character limits in string context notes. German and French run 25-35% longer — UI overflows are the most common localization bug.
Can I use machine translation for game localization?
Yes for UI strings, system messages, and informational text. No for narrative dialogue, character voice lines, humor, and Japanese/Korean content. Hybrid approach: machine translate UI, professional game translators for narrative. Machine-translated dialogue breaks immersion — it reads as flat and unnatural.
How do I make my game ready for translation (i18n)?
Extract all text to external string files. Use UTF-8 throughout for non-Latin script support. Design UI with expansion room (150% English length minimum). Never embed text in images. Add context notes to string files with character limits and where each string appears. Use named variables in string interpolation to allow position reordering.
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