Xsolla carefully adapts its products (PayStation, Greenlight) to requirements of the regional markets. Longstanding experience proves that competent localization allows to reduce bounce rate and increase conversion for only a few months.
Look how Xsolla data improved in Germany, Brazil and France just after the translation of the payment interface (thanks to Alconost specialists). The need to localize is explained by several factors that directly affect sales.
Knowledge of language. Some users don’t know English language. There are quite a lot of children among players who don’t have appropriate language skills. They find it difficult to make a payment and to detect the necessary information in a foreign language.
Vocabulary. As practice shows, even if a user has basic knowledge of English, he hardly understands all the words in the payment interface. Everything should be organized so that gamers have no additional questions when purchasing a product.
Perception. A product which is translated into native language is always perceived as more qualitative. That’s why Xsolla localizes all services for different countries.
«Perhaps a user is going to spend money over the Internet for the first time in his life. For him it is a real stress. He wants to be sure that he does everything right. A payment should take a little time. It’s impossible if an interface language is not native», — Xsolla specialist Valentina Sevodina says.
Speaking about game localization it’s useful to give ear to some recommendations by Thaís Castanheira. The senior translator of Gengo company, which deals with game translations for Brazil and Portugal, advises the following:
1) Explore the language of gamers. Read the forums and find out how players call different game items. Typically they use equivalents which differ from vocabulary options.
2) Learn everything about game characters. What do they do? What is their experience? Play the previous version of a game (if you do a sequel)
3) Be sure to hire a manager who is responsible for controlling the process of localization. This person helps you save money and nerves.
4) Make translators play. By appreciating a game they understand how things work and what a game really is.
5) Collaborate with designers. Artists are your best friends. They help you put a long inscription on a narrow button, adopt marketing materials and impose dialogues.
6) Quality control. Always check graphic elements, quotes, abbreviations, and acronyms.
Of course, language is only the tip of the iceberg. To localize a games for a specific market it’s necessary to take into account the choice of currency and payment methods. The currency should be native to each country. Specifying a currency a publisher should use an official symbol (for example, for dollar it’s $ instead of abbreviations like USA, USD).
Xsolla determines sets of payment methods for different territories relying on the previous analysis and the years of experience. A user sees only those payment methods that are prevalent in each particular country. Developers don’t have to spend time choosing the right payment instruments. Xsolla offers ready-to-use solutions with the optimal set of payment methods.