Building Community Through Localization: How to be a Global Hit


This week Latis co-hosted Game Next 2014, one of Korea’s biggest mobile gaming conferences. We shared some of our strategies for helping indies be successful global businesses by delivering quality localized products in markets around the world, and we’re sharing the slide presentation with you here.

Here are some of the take-away lessons:

It’s not just about impressions, it’s about good impressions

The current environment for mobile marketing has been heavily focused on interstitial ads, banner ads, push notifications, and an array of other in-app ads all indexed by list of confusing acronyms –  CPC,CPI, CPV, CPA, etc. – that can be both intimidating and confusing for new developers. Not to mention that users find them annoying.

We know getting impressions is important, especially since only 2% of users ever make purchases, but don’t make this the only impression on your would-be-fans. Building a solid community where your fans can feel a sense of ownership and excitement is equally important for curating a following. There are a number of great ways to do this that include forums, contests, and community pages.  Figure out what will work best for you and don’t be afraid to experiment with new ideas.

Customer Support is not just about fielding complaints

We are used to a model of customer support that focuses on solving customer complaints, often pushing them through frustrating email ticketing systems. While it is important to have a system in place to field complaints, customer support strategy should involve more than that. A good customer support model includes:

1) Hearing customer feedback

2) Helping new gamers feel comfortable

3) Keeping current customers satisfied

These can be accomplished by providing easy problem resolution (FAQs and Forums where your customer base can help each other solve problems), social networking communities, and reward systems. Once you have curated a community around your game, give them a space to live.

Language translations alone can help you increase your rank

It’s been shown time and again that having your game in the language of your target market alone can help increase your rankings. Even if you are on a budget, don’t skip this very important step.

Share your ideas

Do you have experience building a community around your game? What successes or failures did you have? Share your thoughts and ideas in the comments or send us a message via twitter @latisglobal.

We’d like to thank everyone that came out to Game Next 2014. The speakers shared some great ideas that we will be posting online in the weeks to come. If you have any questions or comments about this presentation, or the summit, please leave a comment.

Don’t forget to follow us on Facebook, Twitter, and LinkedIn for more great ideas on how to tackle the global mobile market.

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