Experts emphasise role of cultural sensitivity, localisation in game development

Localisation is essential in game development, ensuring content resonates with different cultural audiences. According to a study, 55 percent of global consumers would only purchase from websites that provide product information in their own language. Another study says 64 percent of buyers value localised content.?

Speaking at a fireside chat in an iGaming event in Colombo, Sri Lanka, Gaurav Sawant , Founder of The Nestling Network , emphasised this point. "If something works in one region, it won't necessarily work in another. Developers must consider this before launching a game rather than realising it later," Sawant said.??

Danny Too, Head of Asia at Booming Games Limited, echoed this sentiment, highlighting his own experience growing up in Malaysia. "I live in a diverse culture. I mix with Indians, Malays, and Indigenous people. Cultural sensitivity and localisation are crucial," Too said. He pointed out that many large Western gaming companies struggle in Asia because they fail to understand local culture and player preferences. "They think they can replicate their success formula from other parts of the world, but it's mostly guesswork. Without proper localisation, it's impossible to succeed."??

The risks of cultural insensitivity??

One of the biggest challenges in localisation is avoiding cultural missteps. Too provided a striking example he shared, "A game called 'Pigs Can Fly' might perform well in Europe, but in Muslim-majority countries, where pigs are considered prohibited animals, the title alone would prevent its success."??

Sawant shared another case, saying, "There was a game that used a verse from the Quran on a carpet design. The backlash was immediate, and the game was nearly shut down. The developer had to modify the game, but it never fully recovered."...[Read More]