A Comprehensive Guide to Culturalizing Mobile Games

The mobile gaming landscape has undergone a significant transformation, with games now catering to a diverse global audience. The days of focusing solely on Tier 1 gaming markets are behind us, as 5G and mobile technology penetration accelerate in Tier 2 and Tier 3 markets, resulting in a substantial number of downloads and active users in regions such as Latin America, South-east Asia, South Asia, the Middle East, and Africa. In this new era, localization alone is no longer sufficient. Mobile game developers and publishers must capitalize on this opportunity to create culturally nuanced game experiences that resonate with their global player base. As a mobile-first gamer and senior product manager at EA Mobile, I have compiled best practices for successful culturalization strategies. So, why is culturalization essential for mobile games? The answer lies in the diversity of players worldwide, who have varied tastes and preferences. A one-size-fits-all approach no longer works, and incorporating ethno-culturally relevant content can appeal to diverse player segments. Moreover, free-to-play mobile audiences demand a continuous stream of new content, and culturalization through live operations presents opportunities to introduce fresh content. The need for culturalization is clear, but when should mobile games be culturalized? Key indicators include a substantial international presence, low international monetization, player-base concentration, and market expansion. Once a studio decides to culturalize their game, they must approach it with careful consideration and planning, avoiding common pitfalls such as last-minute planning, inadequate research, recycling existing content, and stereotyping. To get culturalization right, mobile games can leverage live operations, a low-risk, high-reward approach to integrating cultural aspects. Best practices include clearly defining goals, targeting the right audience, conducting thorough research, identifying cultural artifacts, being specific and authentic, delivering value to players, testing and iterating, and measuring success. Examples of successful culturalization include eFootball's initiatives in Latin America, PUBG Mobile's Ramadan series, and Call of Duty Mobile's Lunar New Year events. These examples demonstrate the importance of understanding cultural nuances, being respectful, and delivering value to players. In conclusion, culturalization is essential for mobile games to create a deeper connection with their globally diverse audience. By embracing a well-researched, thoughtful, and nuanced approach, game developers and publishers can create richer, more immersive experiences that resonate with players worldwide. By following these best practices, any mobile game can successfully culturalize their game to appeal to any target market.