BLEND’s Study: Localization Trend Report for the Global Gaming Industry
As our previous gaming study reflected in 2022, localization continues to play a key role in the rapid global growth of the gaming industry. In fact, with more gamers emerging in worldwide markets, localization is becoming more relevant than ever in any gaming company’s growth strategy. According to Statista, the gaming industry is set to reach a staggering US$396.20 billion in revenue in 2023 and is expected to surpass US$533.00 billion by 2027.
Introduction
Our 2023 Gaming Localization Study aims to offer gaming brands insight into how top ranking gaming websites are leveraging localization for increasing web visits and international expansion.
As the gaming industry continues to grow, especially with the rise in popularity of mobile gaming, it is becoming increasingly competitive. In order to attract gamers from around the world, it’s important for gaming companies to not only consider localization within their games, but throughout a customer’s journey – including advertising, website, post-purchase materials, customer support and more.
In the following study, we will identify the key localization metrics that influence the global success of gaming brands in today’s competitive market. This will allow gaming companies to consider their own expansion plans and growth strategies for increased revenue down the line.
By implementing effective localization practices, gaming brands can expand their global presence and deliver tailored experiences to their diverse target audiences.
Methodology
This study explores the localization metrics used by the Top 50 Gaming Websites ranked by SimilarWeb in their May 2023 data report. BLEND compiled data such as each website’s origin, their website traffic by country, languages offered on their site, and more.
Findings and results
Image #1 below illustrates the rankings of some of the Top 50 Gaming Websites and which countries they originate from. As the chart demonstrates, these gaming brands originate from a variety of countries including the United States, Japan, France, China, the Netherlands, South Korea, Singapore, the United Kingdom, Denmark and China. While many of the top 50 websites belong to brands from the United States and the United Kingdom, 20 of the top 50 gaming websites actually originate in Asia. This includes Japan, China, South Korea, Singapore and Vietnam.
BLEND’s study reveals some key takeaways for gaming brands to consider.
Key findings:
- 64% of the top 50 gaming websites receive over 50% of their website traffic from foreign countries
- 46% of the top 50 gaming websites offer 8 or more languages on their website
- PlayStation, Xbox, Roblox and Nintendo all offer their websites in over 43 languages
- 20 of the top 50 worldwide gaming websites belong to Asian brands from countries including Japan, China, South Korea, Singapore and more
- 84% of these Asian websites receive their top website traffic from users in Japan, the United States, Russia, South Korea, or China
Discussion and conclusion
When comparing our 2022 gaming study with our updated 2023 study, we see an increasing relevance of localization in the gaming industry. According to our 2022 study, 32 of the top 50 gaming websites attracted over 20% of their website traffic from foreign countries. Our 2023 study indicates that 64 of the top 50 gaming websites attract over 50% of their website traffic from foreign countries. This dramatic shift alone tells us that the top gaming websites today are relying more and more on traffic from foreign markets rather than local ones.
This is no coincidence. Top gaming brands today know the importance of tailoring their user experience to multiple markets to have a global impact. Offering users gaming experiences in their native language with a UI/UX that corresponds to their locale is certainly key to high user rates in multiple countries. But to gain the interest and trust of worldwide gamers requires top companies to take things a step further and localize their marketing efforts as well. Investing in quality localization for the entire customer journey allows gaming companies to continue growing their user bases and revenues by taking advantage of opportunities overseas.
For more information, contact us.
References
SimilarWeb
Statista
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