Beyond localization: How to adapt your games for a global audience

It’s challenging enough for publishers and developers to launch a game in their home territory and have it become a success. But trying to replicate that across different countries around the world is even more difficult if they don’t prepare properly ahead of time.

“My advice is to have an open and transparent conversation with the developers, to develop a baseline set of expectations. The key question I always start with is, ‘What makes your game unique?’ or ‘Why would a user want to play it?’ It’s a simple question on the surface, but it’s quite nuanced,” said Anthony Crouts, senior director of marketing at Tencent America.