Pulse


LOCALISATION ROUNDTABLE LIGHTNING BOX, WAZDAN, ONETOUCH, RED TIGER


Michael Maokhamphiou, Operations Manager, Lightning Box


Petra Maria Poola, Head of Business Development, OneTouch


Andrzej Hyla Chief Commercial Officer, Wazdan


Carl Ejlertsson, Director of Business Development, Red Tiger


Suppliers wax lyrical about the importance of knowing and understanding players to develop games that appeal to specific demographics. It is said that a German player is not the same as a Colombian one therefore the content needs to be ‘localised’ to be successful.


Game localisation: local games, for local people


G3 canvasses the opinions of Red Tiger, Wazdan, Lightning Box and OneTouch to gauge how developers localise their content and assess its relative importance to the success of a title.


P104 WIRE / PULSE / INSIGHT / REPORTS What is a localised game?


Carl Ejlertsson: Some games are more popular in different localities for sure. Yet strong regional variation is usually influenced by the environment in which players first encounter games, as opposed to any cultural nuances. For instance, online markets where players transition from a land-based casino experience – the US being an important case in point - often have a high prevalence of games that have been popular there as they provide reassuring familiarity.


Others, which have an active streaming community, often feature a lot of the high volatility games popular with those streamers. In the majority of cases, if a game is popular, it will be popular in most if not all markets. A principle we stand by in Red Tiger, therefore, is that a good game is a good game, and the best mechanics will have universal appeal.


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