Culturalizing Mobile Games: A Guide to Live Operations

The mobile gaming landscape has evolved, with global audiences driving growth. No longer can developers focus solely on Tier 1 markets. With 5G and mobile technology advancing in Tier 2 and 3 markets, Latin America, Southeast Asia, South Asia, the Middle East, and Africa are now significant contributors to mobile game downloads and active users. In this new era, localization is no longer sufficient; developers must create culturally nuanced experiences to cater to their diverse player base. As someone who has experienced mobile gaming in India, I've seen firsthand the impact of cultural relevance on player engagement. At EA Mobile, I've observed successful culturalization strategies and compiled best practices for implementing culturalization through live operations. So, why is culturalization essential for mobile games? The answer lies in the diversity of global players, who have varied tastes and preferences. A one-size-fits-all approach no longer works, and incorporating ethno-culturally relevant content can help appeal to diverse player segments. Moreover, free-to-play audiences demand continuous content, and culturalization through live operations presents opportunities to introduce new content. Consumer spending patterns are also influenced by local cultural events, and the games industry can learn from the consumer products, e-commerce, and entertainment industries, which have long capitalized on these cycles. 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, careful consideration and planning are crucial. Common pitfalls include last-minute planning, inadequate research, recycling existing content, and stereotyping. Culturalization requires a thoughtful and nuanced approach, and live operations offer a low-risk, high-reward approach to integrating cultural aspects. To get culturalization right, follow these best practices: clearly define your goals, target the right audience, conduct thorough research, identify cultural artifacts to incorporate, be specific and authentic, deliver value to players, test and refine your approach, and measure success. By following these guidelines and avoiding common pitfalls, mobile game developers can create richer, more immersive experiences that resonate with players worldwide. Culturalization is not just about incorporating cultural elements; it's about creating a deeper connection with a diverse audience. By embracing culturalization, developers can unlock new opportunities for growth and engagement.