Don’t Get Lost in Translation Yggdrasil
Te data is only part of the picture, though.
Our commercial team includes regional experts who bring local knowledge to those conversations. Before introducing a game to a market, we look at how its themes, imagery and humour might be received. A joke that works in one country might fall
flat in another, and a familiar reference can carry a very different meaning elsewhere. Tat local perspective helps us judge whether a game will resonate and whether anything could be mis- understood or cause offence. Tat initial check helps us reduce friction when
entering a market and ensure the game feels familiar and culturally relevant to local players.
YGG Masters and YGG Champions™ give Yggdrasil access to content from a broad network of independent studios. Does that partner model provide a localisation advantage by al- lowing you to work with developers that may already understand particular markets or player communities? Definitely. Te studios across YGG Masters and
A joke that works in one country might fall flat in another, and a familiar reference can carry a very
different meaning elsewhere. Tat local perspective helps us judge whether a game will
resonate and whether anything could be misunderstood or
cause offence. It helps us reduce friction when entering a market and ensure the game feels
familiar and culturally relevant. 54
YGG Champions™ come from different back- grounds and bring a deep understanding of their particular player communities. Tat diversity gives us a broader range of content and local insight than a single studio could offer. Fish & Chips, for example, is part of YGG Cham- pions™ and creates games with British players in mind. Having a clearly defined audience helps us match those games with the right operators and explain why they belong in their offering. It’s a real advantage to be able to say, “Tis game was built with your players in mind.”
Conversely, how much guidance does Yggdrasil give Masters and Champions™ studios about the markets they are targeting? Do you share data or market intelligence that might influence themes, mathematics, mechanics or presen- tation? We share market insights and performance data to help studios make informed decisions, while giving them the freedom to follow their creative vision. Tat can mean offering context on how particular themes, math models or mechanics perform in different markets, while respecting each studio’s identity. Often, they already have a clear idea of the
players they want to reach. Our role is to help them build on that understanding with relevant insights and data. Ultimately, the creative decisions remain theirs.
Game in a Box™ was designed to make game creation faster and more accessible for partner studios. Does technology like this make it easier to develop content for individual markets without creating an inefficient series of bespoke products? Exactly! Game in a Box lets studios build faster on proven technology, so adapting a game for a specific market doesn't mean starting from zero. It gives flexibility without creating lots of inefficient one-off products.
We share market insights and performance data to help studios make informed
decisions, while giving them the freedom to follow their creative vision. Tat can mean offering context on how particular themes, math models or
mechanics perform in different markets, while respecting each studio’s identity.
How granular has localisation become from a data perspective? Are you now able to identify meaningful differences not simply between countries, but between operators, player seg- ments or acquisition sources within the same jurisdiction? It has become much more detailed. Today we can see clear differences not only between coun- tries, but between operators, player segments and even acquisition channels within the same market. Tat helps us give operators much more targeted recommendations to promote our games for the right player at the right moment.
Looking across Yggdrasil’s international foot- print, what has surprised you most about lo- calisation? Have there been games, themes or mechanics that succeeded strongly in markets where the data or conventional wisdom sug- gested they should not? Te biggest lesson is that players (like humans) are often less predictable than we think. We've seen games and themes perform strongly in mar- kets where, on paper, it shouldn't be. Tis reminds us to stay open-minded, test different approaches, and always listen to the data and the experts.
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