Localization can make or break a company’s international expansion. PUBG’s recent success as a popular online game can be largely attributed to its developer’s strategic decision to invest in professional video game localization services, allowing the game to be adapted for different cultures and better resonate with players worldwide to increase its global popularity.
PUBG and Video Game Localization
PUBG stands for PlayerUnknown’s Battlegrounds. It is a popular online multiplayer battle royale game developed and published by PUBG Corporation, a subsidiary of the South Korean video game company Bluehole. In PUBG, players are dropped onto an island where they compete against each other to be the last person or team standing. The game combines elements of survival, exploration, and combat, and has gained significant popularity since its release in 2017. It has now been localized into 17 languages and has effectively utilized marketing localization services to gain popularity in different geographical locations. Currently, it has 555 million users worldwide, making it the 5th best-selling video game of all time.
Benefits of Video Game Localization
The worldwide gaming market is experiencing a consistent upward trajectory. With a value of $185 billion in 2021, the industry has witnessed rapid growth in recent years, largely propelled by the popularity of mobile games. Game localization refers to the intricate process of tailoring a game to suit the culture and language of players in a specific target market. This comprehensive endeavor encompasses various aspects, including adapting spoken dialogues, instructions, characters, game manuals, marketing materials, and more. With all of these aspects to keep in mind, a professional game localization agency is a must to ensure the successful internationalization of your video game.
PUBG’s Localization Strategy
PUBG was one of the most popular games in South Korea, which prompted Bluehole Inc to want to expand internationally. However, there were many things to consider when undergoing video game translation. Firstly, the game strings, game microsites, marketplace descriptions, and platform-specific FAQs needed to be accounted for when approaching this game translation strategy. Luckily, with the help of video game localization services, all this in-game and out-of-game content can be properly dealt with, including software localization which aids in the localization of the game strings themselves.
Bluehole Inc. knew they wanted to expand into the Chinese market, but due to Chinese regulations and the cultural nuances of language, Bluehoe Inc knew they needed the help of accredited Chinese translation services. After the help of an experienced language service provider, the violence in the game was toned down, and Bluehole Inc decided to accommodate China’s socialist policies to better resonate within the Chinese market. China is now ranked #2 for the most PUBG players geographically.
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