More than Two-thirds of Gamers Want Games in Their Own Language
Recent research conducted by Newzoo for the internationally renowned localisation agency Partnertrans reveals the tremendous opportunities for publishers and developers when it comes to localising their games for foreign markets.
The figures show that the percentage of people actually spending money on games ranges from 40 to 60% depending on country. So it has become increasingly important to effectively reach the people who are willing to pay.
Also, the results indicate that 59% of the paying German MMO gamers (2.2 Million) and 58% of the German gamers on social network sites (1.8 Million) expect German language content. That means that almost 2/3 of paying gamers find that localisation of their game is important. The numbers for mobile, console and PC games as well as casual sites are even higher.
“But the players in Germany are not the only ones who are looking for localised content,” says Partnertrans co-founder Iris Ludolf. “If you look at new markets like Mexico, Brazil and Russia, you might be surprised to find out that among the paying players, 58% in Mexico, 76% in Brazil and 81% in Russia expect localised games.”
But this is just the tip of the iceberg. In general, people who spend money on games are slightly more sensitive to localisation compared to the overall population: 69% across all countries. But if you zoom in on specific age groups and platforms, the differences become even more significant.
Peter Warman, CEO of Newzoo adds: “The share of people appreciating localised content is higher than expected. But I am particularly excited about the fact that we can now quantify the potential per country, platform and type of game in terms of number of players, payers and revenues for localised games. Companies can now justify investing in localising their game as well as make well-founded decisions on which country or language to target first.” (Source: Gamasutra)