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Game Business - Screenshot Localization

Screenshot Localization Importance in 2018

Screenshot localization is becoming one of the most important steps in the growth of any mobile game or app. Screenshots take up the majority of your listing on iOS. They are also one of the first elements you see on Google Play.


According to Gummicube many developers focus squarely on the United States. China has actually surpassed the US in iOS downloads, and Japan continues to produce the most revenue for Google Play.


Countries like China, Japan, Russia all have a big market for many developers.  If you had the chance to increase your game downloads, would you start with screenshot localization?


Most data collectors have reported that games with localized screenshots enjoy a significant boost in downloads as compared to their counterparts that only use English.


A study by the Harvard Business Review reported that 72% of respondents said they are more likely to buy a product in their own language.


For that reason alone, screenshot localization is an obligatory step for any serious developer out there. Good localization means that not only you’re optimizing your keywords and your game title, but your screenshots as well.

Game Business - Screenshot Localization

Source: Sensor Tower


Research is Extremely Important


Screenshot localization without research is definitely worthless. What we mean by research is that if you’re going to target a country with screenshot localization you better know everything about that country.


There are many reasons why just translating English words to another language can be worthless. For example there can’t be no assumptions you have the right translation just by typing the word into Google Translate.


We’re not saying anything bad about Google Translate, but if you want to be sure your translation is 100% correct, you need to do proper research for the words you’re translating.


People across the world speak in idioms that are not easy to translate. Connecting with different people across multiple social media channels is something we would recommend.


Imagine if screenshot localization is the next step you need to take for your mobile game, and you already have Spanish, Russian, Chinese and Japanese friends on Facebook? They will surely help you with a couple of translations.


Incorporating culture-specific content, regional seasons or holidays can also bring you good results since you’re showing cultural appreciation. Also providing local social sharing options, such as messaging, social networking, or email services will give your users a better app experience.



Game Business - Screenshot Localization

Source: EdSurge

Screenshot Localization Has Negative Sides?


One thing you need to have in mind is that there could be one bad thing with localizing your screenshots. Some users might think that your whole game is localized so you can end up with a few disappointed users.


To avoid having disappointed users see how your localized screenshots are doing with time. There will be a lot of reviews, ratings and comments you must keep track of. If a lot of users are reacting with negative comments on your localized screenshots, just localize your whole game.  


Keep in mind that screenshot localization can only bring you good results in the long run. Planning your screenshot design few extra hours a day for some time will bring you more downloads and will affect user acquisition costs.


Game Business - Screenshot Localization



Have fun with localizing and meeting new people from around the world and enjoy your app success!

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At we're covering all you need to know about mobile game business!


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