Localization of mobile games and apps

A mobile game or app may contain hundreds or thousands of text elements. Some of these are immediately visible, whilst others only appear during registration, payment, level completion, or when an error occurs.

The following are typically localized:

• menus, buttons, tabs and settings;
• hints and tutorial screens;
• system messages and error messages;
• push notifications;
• dialogues, quests and story scenes;
• names of characters, items, abilities and locations;
• descriptions of pricing plans, subscriptions and in-app purchases;
• help and legal documents;
• pages on the App Store and Google Play;
• advertising copy, screenshots and customer support messages.

Localization must cover the entire user journey – from their first encounter with the product through to regular use and receiving updates.

A mobile game is a self-contained world with its own rules, atmosphere, humor and visual style. Therefore, it is not enough for a translator simply to render individual lines correctly. The emotion, style and internal logic of the project must be preserved.

Particular attention must be paid to the characters’ dialogue. Characters may be ironic, rude, solemn, naive or deliberately eccentric. If they all speak in the same neutral tone, the plot will quickly lose its impact.

Jokes, puns, memes and cultural references are particularly challenging. Literal translation often does not work here, so the specialist looks for a solution that preserves the intended reaction for the local audience.

Consistency in game terminology is also important. The name of an item in the inventory must match the name in the quest, and the description of an ability must accurately explain its mechanics. Even a minor discrepancy can make the game more difficult to play.

In an app, text primarily serves a practical purpose. It helps users to register, place an order, make a payment, change settings or understand the cause of an error. Users expect every action to be self-explanatory.

That is precisely why translation is carried out with the specific scenario in mind. A short word on a button may have several linguistic equivalents, but only the one that matches the element’s function will be correct.

Requirements also depend on the subject matter. For delivery and e-commerce services, simplicity and persuasiveness are key. For educational platforms, the explanations must be accessible. In financial, legal and medical applications, the accuracy of terminology and the absence of ambiguity are of paramount importance.

A well-localized interface does not force the user to adapt to the product’s language. On the contrary, the product adapts to the user’s familiar way of thinking.

A grammatically correct translation does not in itself guarantee that the text will sound natural in a particular country. Users perceive the product through their own cultural habits, linguistic norms and everyday experiences.

Localization takes into account formats for dates, times, and numbers; currencies; addresses; units of measurement; and the rules for writing telephone numbers. The style of address is also important: a friendly tone that works well in one market may seem overly familiar in another country.

In games, jokes, idioms, names, symbols and plot references may need to be adapted. In some cases, images, colors, gestures and promotional messages are also revised.

The aim of this work is to preserve the creators’ vision whilst making it accessible to a new audience.

A localizer works within the product’s technical structure. Texts may be supplied in JSON, XML, CSV, XLSX, PO or XLIFF formats, or via specialized translation management systems.

Files often contain keys, tags, variables and placeholders that must not be deleted or altered. For example, in the phrase ‘You have received {count} coins’, the value in brackets is automatically replaced by a number. An error in such an element can cause the message to be displayed incorrectly.

Grammatical nuances must also be taken into account. The Ukrainian language requires different forms for one-, two-, or five-message contexts, whereas the English template often remains unchanged.

Text length presents a separate challenge. The translation may not fit on a button or may overlap with other interface elements. In such cases, the specialist selects a shorter formulation without losing any meaning.

The work begins with an analysis of the product, target markets, language pairs, file formats and technical requirements. The team determines the volume of materials, assesses the complexity of the content and agrees on the process for liaising with the client.

Next, a glossary is compiled and, where necessary, a style guide is drawn up. These document the names of functions, characters, items, pricing plans and key concepts, as well as rules for forms of address and the tone of communication.

After translation, the materials undergo editing and proofreading. They are checked for accuracy, natural flow, terminological consistency and compliance with technical constraints.

The localized texts are then integrated into the product and tested directly within the interface. Any issues identified are rectified, after which a re-check is carried out.

In large and long-term projects, it is impossible to maintain consistency without a unified linguistic framework.

The glossary contains approved names for characters, functions, statuses, tariffs, items and mechanics. It prevents situations in which a single action or in-game object has multiple names.

The translation memory stores previously translated segments. This speeds up work on repetitive messages and updates, although every suggested variant is still checked in context.

The style guide defines the product’s voice: the level of formality, forms of address, rules for writing names, the use of loanwords and principles for text abbreviation.

For the client, these tools mean more consistent quality, faster processing of updates and fewer rounds of approval.

Text that looks good in a spreadsheet may behave quite differently once integrated. That is why it is advisable to test the localized version on a device, in an emulator or in a test environment.

During testing, the specialist runs through key scenarios, opens menus, and checks messages, prompts, dialogues and descriptions. Particular attention is paid to truncated lines, incorrect line breaks, untranslated fragments, font issues, as well as variable and numerical formats.

In games, the atmosphere, the natural flow of dialogue, and the alignment of names with game mechanics are also assessed. In apps, the focus is on the clarity of actions and the accuracy of functional messages.

Comments are recorded in a report, after which corrections are made, and a re-check is carried out.

Most often, quality is compromised by minor oversights and a multitude of small flaws: literal translations, mixed terminology, truncated text, untranslated messages or awkward abbreviations.

Common errors include:

• translation without access to context;
• lack of a glossary;
• ignoring interface constraints;
• the mechanical use of machine translation;
• incorrect handling of variables and tags;
• a lack of editing;
• launching the product without linguistic testing.

A professional process is designed to prevent most of these issues before the text is integrated.

Users’ first encounter with a product begins on the app store page. Within a few seconds, the user assesses the title, description, screenshots and key benefits, and decides whether to install the product.

Localization, therefore, requires concise yet comprehensive descriptions, on-screen text, keywords, update notes, and promotional messages. For each market, we take into account natural search phrases and the local audience's expectations. This approach helps the product feel clear, relevant, and ready for the new market.

Text in screenshots should be brief and to the point, and the layout should be adapted to the length of the translation. The product’s title or subtitle may also need to be adapted if the original version is difficult to pronounce or evokes unwanted associations.

Consistency between the shop page and the product itself sets the right expectations and builds trust even before the product is installed.

Localization helps to scale a product and enter new markets without having to create a separate version from scratch. At the same time, its value is not limited to geographical expansion.

Clear language improves the user experience, simplifying registration, payment, onboarding and the performance of key actions. In games, natural dialogue and accurate descriptions of mechanics support immersion and engagement.

Well-prepared instructions and system messages can reduce the number of basic inquiries to customer support. Furthermore, consistent terminology and high-quality writing positively impact brand reputation.

Localization alone does not guarantee commercial success, but it does remove the linguistic and cultural barriers that could cause a strong product to lose part of its potential audience.

The STATUS KO Translation Center organizes localization as a managed process – from analyzing the materials to checking the final version.

Specialists are selected for each project based on the product’s subject matter. For a narrative-driven game, genre-specific vocabulary, atmosphere and character traits are crucial. For financial, educational or medical applications, accuracy, logical instructions and professional terminology are key.

We work with interfaces, dialogues, system messages, help and legal texts, App Store and Google Play pages, marketing materials and regular updates.

For large-scale projects, we create glossaries, utilize translation memories and establish stylistic guidelines. This helps to maintain a consistent linguistic style across the product, even when content is constantly being updated.

Client materials are handled confidentially. The file transfer format, approval stages and review process are determined in accordance with the specifics of each individual project.

Prepare your mobile product for a new market.

Professional localization helps a game retain its atmosphere, storyline and character, whilst ensuring an app remains understandable and functional for users in other countries.

Before work begins, specialists at the STATUS KO Translation Center analyze the language pairs, subject matter, file formats, technical requirements and volume of content. We can then determine the timelines, cost and optimal format for collaboration.

Send us your files, a link to a test version or a brief description of the project. We will assess the materials and help you prepare your mobile game or app for a successful launch to a new audience.