Culturalizing Mobile Games: A Guide to Live Operations

The mobile gaming landscape has evolved, with players now spanning the globe. Gone are the days when mobile game development focused primarily on Tier 1 markets in the West and the Far East. Today, with the proliferation of 5G and mobile technology in Tier 2 and Tier 3 markets, regions like Latin America, Southeast Asia, South Asia, the Middle East, and Africa have become significant contributors to mobile game downloads and active users. This shift underscores the importance of moving beyond mere localization to create game experiences that resonate with diverse cultural nuances. As someone who has grown up playing mobile games in India, I've witnessed firsthand the impact of culturally relevant content on player engagement. Through my work as a senior product manager at EA Mobile, I've had the opportunity to observe and compile best practices from mobile games that have successfully implemented culturalization strategies. But first, let's explore why culturalization is essential for mobile games. Players worldwide are diverse, with varied tastes and preferences. A one-size-fits-all approach no longer suffices; incorporating ethno-culturally relevant content can help appeal to diverse player segments. Free-to-play mobile audiences demand continuous content, and culturalization through live operations presents opportunities to introduce new content. Consumer spending patterns often follow local cultural events, and industries like consumer products, e-commerce, and entertainment have long capitalized on these cycles. The games industry can similarly benefit by introducing culturally relevant content during local festivals and events. 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 in specific ethno-cultural regions, and plans for market expansion. Once a studio decides to culturalize its game, careful consideration and planning are crucial. Common pitfalls include last-minute planning, inadequate research, recycling existing content, and stereotyping. To get culturalization right, a thoughtful and nuanced approach is necessary. Live operations offer 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 to incorporate, being specific and authentic, delivering value to players, testing, 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. By following these best practices and avoiding common pitfalls, mobile game developers can create richer, more immersive experiences that resonate with players worldwide, ultimately driving deeper connections with their globally diverse audience.