Beyond Borders: How Expert Localization Fuels the Success of Gaming's Billion-Dollar Titans
The global video games market is expected to exceed $212 billion annually by 2026. The biggest stars of this growth are high-impact games, and mega-sized titles like Grand Theft Auto VI (GTA 6), among others. So, what is the secret that allows these blockbuster games to rise above the market they are in and to successfully become global giants? What we’re talking about is expert game localization.
At Crystal Hues, we know that for a game to succeed and resonate with gamers in the world, it needs to speak the gamer's language of play, and not just literally. To be truly translated and localized, a game must no longer feel like the game is available globally but be a native game in every single market.
When it becomes necessary to strategically apply nuanced localization for AAA games and have the potential to maximize revenue and the cultural impact of these titles, it is no longer a question of localization - it is a stewardship obligation.
The Global Gauntlet: One Size Fits None
The gaming audience is incredibly diverse, spanning across continents, cultures and languages. In the Asia-pacific region, for example, we have mobile gaming that exceeds the growth of all console and PC gaming in North America and Europe. If you’re a developer, you cannot afford to treat your audiences like they are one size fits all. This is where localization is great.
It's the process of adapting everything about the game - text, audio, UI, spatial references, cultural references, and, at times, even advertisements - to the language and culture expected by each target market.
As CSA Research indicates, 76% of consumers are more likely to want content based on their native language, and 40% of consumers stated they would not make a purchase for non-localized games. Again, this is not simply a preference, as it is a direct indication of their purchase activity.
Localization Driving Global Gaming Sensations
Now, let's discuss in detail how localization is critical for some of the most anticipated and commercially successful games.
Grand Theft Auto VI / GTA 6
With $1 billion expected from pre-orders alone, and a total first-year revenue forecast of $3.2 billion, GTA VI is positioned to be an entertainment behemoth. To reach these forecast levels of revenue, a global audience of suitable scale must be developed as quickly as possible. This series is satirical and has deep cultural comments that are mainly grounded in American culture, so careful localization must take place to ensure locations in the narrative feel relevant, the humor lands, and that the complex world of Leonida feels approachable and inviting from Tokyo to Berlin and São Paulo.
Monster Hunter Wilds
Capcom's Monster Hunter: World (2018) sold more than 25 million units and generated approximately $1.5 billion in revenue, demonstrating the franchise's global potential. Monster Hunter Wilds is already a 2025 best-seller in the U.S. as of April 2025, and has chances to exceed $2 billion in lifetime revenue. One factor facilitating the series' success in the Western markets has been the increasingly strong localization, which helps to simplify complex gameplay systems and emphasize the background lore. For Wilds, which has improved features for multiplayer and cross-platform playing, a lack of seamless localized communication will impact its cooperative gameplay appeal across varied language groups, particularly as it continues to flex its muscles in Japan's growing PC market.
Assassin's Creed Shadows
Set in the rich historical backdrop of feudal Japan, this title from Ubisoft is projected to generate $800 million - $1 billion within its first year. For a game so closely associated with a culture, proper localization is not a feature but a core part of the immersion. Proper localization means much more than the simple translation of Japanese in-game dialogue. Proper localization requires the preservation and respectful articulation of historical accuracy, cultural relevancies and themes for an international audience. The success of prior titles like Assassin's Creed Valhalla, which was localized into seventeen languages and brought in $1 billion, shows that Ubisoft understands the power of localization.
The Elder Scrolls IV: Oblivion Remastered
Remasters of this type will naturally please, and already sold out as of 2025 a top seller and could generate $400 million dollars by 2026. Nostalgia can compel existing players, but remasters also attract new players to the game. High-quality localization is essential considering the enormous lore, numerous quests and monumental dialogue of Elder Scrolls games, for returning fans and newcomers worldwide to be able to enjoy the tangible experiences that examine reality in their rawest forms.
Death Stranding 2: On the Beach
Scheduled to release on June 26, 2025, as a PS5 exclusive, Death Stranding 2 is projected to reach more than $100 million in worldwide revenue. To match its ambitious intent, Kojima Productions is emphasizing a careful localization to reflect not only the underlying themes, forward-thinking possibilities, but most importantly the various levels of dialogue and emotional depths across cultures. The game will also be fully localized into a number of languages with regional adaptations.
Metroid Prime 4: Beyond
Scheduled to be released in 2025 for Nintendo Switch, Metroid Prime 4 has estimated earnings exceeding $200 million, greatly influenced by new hardware launch. Key to success will be localization of everything, including dialogue and UI, and regional sensibilities in major global markets. Even with different languages, Metroid Prime must engage and reflect, regardless of constituency, Samus's quest.
Ark 2
Set to earn $200–400 million, Ark 2 aims for blockbuster status through lengthy global appeal, and aggressive cross-platform release. For a comprehensive localization it will be essential to cover voiceovers, cultural cues, in-game mechanics, and/or mapping cues from Latin America to Southeast Asia. Utilizing localization offers affordable access to community wherever one is, while enabling a thriving community to make connections transcending language.
More Than Mere Words: Game Localization Is a Multi-Disciplined Activity
Culturalization (Culturalization)
This goes beyond a word-for-word translation: It ensures humor, slang, pop-culture references, symbols, and gameplay are culturally appropriate and understood. You have to be careful not to embarrass players or even accidentally offend anyone.
Linguistic Insight & Profusion
The size of the in-game text, dialogue, and UI that needs to be translated must be done by someone fluent in the target language and target dialect AND who has extensive gaming terminology and genre specific context.
Authentic Voice Acting and Subtitling
The voice acting needs to be really good and the subtitles need to be as good as the voice, fully synchronized, and easy to read to ensure the player is immersed in the narrative.
Localizable integrates
UI/UX needs to localize all interfaces without breaking the format with text expansion or contraction while maintaining user-friendly overwritten methods.
Rigorous LQA (Localization Quality Assurance)
Native-speaking testers play through localized builds to identify and correct linguistic mistakes, contextual errors, cultural inaccuracies, and technical bugs, and deliver a working product in each market.
The Tangible ROI of Speaking Their Language
Localization is not an expense, it is simply an investment that has a predictable return. Studies and performance across the industry make it clear that well-localized games:
Open Up Markets and Increase Sales:
The more non-English speaking markets are accessed (with upward of 50% of global gaming revenue generated by non-English speakers), the more downloads and sales are generated.
Increase Engagement and Retention:
When the game feels designed specifically for the player, they are more engaged, they play longer, and they are more likely to spend money on micro-transactions.
Increase Discoverability:
Localized store listings and marketing materials greatly improve the visibility of a game within the app store or digital distribution platform in their region. This is the key to standing out within the oversaturated market of video games, which is driven by over 10,000 games released annually on Steam alone.
Build Brand Loyalty:
Providing a culturally respectful, high-quality, localized experience generates positive ratings and ultimately generates brand loyalty with the player community abroad.
As an example, CD Projekt Red produced 97.6% of its sales revenue from global exports alone in 2021 for traditional property and new IPs such as the Witcher titles; this reflects their unwavering commitment to localization and broader marketing strategy. The worldwide acceptance of games like PUBG: Battlegrounds invites consideration of the undeniable strength it derives from localizing games, as its 1 billion downloads across 12 unique localized versions illustrate.
The Future is Global, the Future is Localized
As the video game industry continues its unparalleled growth and is projected to reach $212.4 billion by 2026, the need for localization will continue to remain essential as well. For developers and publishers striving to establish global blockbusters, be it a highly-anticipated AAA sequel or original new IP, a partnership with an experienced localization provider will help unlock scenarios for worldwide success.
At Crystal Hues, we leverage the benefits of language, culture, and technology, and the expertise we provide will ensure your games resonate with players on every continent. We help you not only reach the world with your masterpiece, but speak to it.
