Experts emphasise role of cultural sensitivity, localisation in game development
Localisation is essential in game development, ensuring content resonates with different cultural audiences. According to a study, 55 percent of global consumers would only purchase from websites that provide product information in their own language. Another study says 64 percent of buyers value localised content.
Speaking at a fireside chat in an iGaming event in Colombo, Sri Lanka, Gaurav Sawant, Founder of The Nestling Network, emphasised this point. “If something works in one region, it won’t necessarily work in another. Developers must consider this before launching a game rather than realising it later,” Sawant said.
Danny Too, Head of Asia at Booming Games Limited, echoed this sentiment, highlighting his own experience growing up in Malaysia. “I live in a diverse culture. I mix with Indians, Malays, and Indigenous people. Cultural sensitivity and localisation are crucial,” Too said. He pointed out that many large Western gaming companies struggle in Asia because they fail to understand local culture and player preferences. “They think they can replicate their success formula from other parts of the world, but it’s mostly guesswork. Without proper localisation, it’s impossible to succeed.”
The risks of cultural insensitivity
One of the biggest challenges in localisation is avoiding cultural missteps. Too provided a striking example he shared, “A game called ‘Pigs Can Fly’ might perform well in Europe, but in Muslim-majority countries, where pigs are considered prohibited animals, the title alone would prevent its success.”
Sawant shared another case, saying, “There was a game that used a verse from the Quran on a carpet design. The backlash was immediate, and the game was nearly shut down. The developer had to modify the game, but it never fully recovered.”
Beyond religious sensitivities, game themes and characters must align with regional expectations. Rakesh Eligapalli, Co-founder and CEO of Primecraft Games criticised surface-level localisation efforts. “Some developers think they can just translate a few lines using Google Translate. But it doesn’t work that way. It leads to bizarre mistakes, like a friend who wanted to translate ”head party” and ended up with ”chicken as strength,” Eligapalli said.
Localisation goes beyond language
Proper localisation requires deep cultural understanding, not just translation. Eligapalli noted that simply “putting a foreign girl in a saree and calling it an Indian game doesn’t work.”
Too expanded on this by explaining the complexity of the Asian market: “Asia is not a single market. There are 48 countries, and even within countries like China, northern and southern regions differ greatly in language, behaviour, and even game design preferences.”
Sid Gupta, Co-founder and CMO of SilverAce Media, reinforced this point: “Even India is not a single market. Some Indian states are larger than entire countries in terms of the number of gamers. Developers must take cultural sensitivity seriously.”
Success through cultural integration
When done correctly, localisation can lead to major success. Gupta shared a case study from his time in game development. ” We worked with a Bollywood superstar who challenged us to create a digital version of marbles, a popular game in northern India. We launched the game on [the] Play Store, and without any marketing, it saw high engagement. Players connected emotionally with it because of its cultural relevance,” Gupta shared.
Too added that understanding local gaming habits is crucial. “Even lighting in a game can make a difference. Certain design choices may appeal to players in one region but not another,” he said.
The danger of poor execution
However, localisation is not just about adapting content—it must be executed well. “Some Indian studios tried localising a Western game, but the final product didn’t meet expectations because of skill gaps. If localisation isn’t done properly, it doesn’t make sense,” Sawant warned.
“The core gameplay must remain the same. Localisation should enhance the experience, not replace the essence of the game,” Eligapalli concluded.
Localisation and cultural sensitivity are essential for success in international markets. Developers must look beyond language and understand the cultural, religious, and regional differences that shape player preferences. Without this, even well-designed games may fail. As Gupta said, “People are very emotional about their games. If developers respect this, they can build games that truly connect with their audiences.”
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