Southeast Asian Game Publisher Strategy in the International Market

In recent years, the gaming industry in Southeast Asia has shown significant growth. With technological developments and increasing internet access, game publishers from the region are increasingly expanding their reach into international markets. This article will discuss the various strategies used by Southeast Asian game publishers to enter and compete in the global market.

Game trends can change at any time, which is why game development companies constantly compete to present games that can satisfy and attract the attention of gamers. Starting from creating a unique concept to choosing a catchy title, none of this alone can guarantee the success of a game. The truth is, no game content can satisfy the desires of gamers around the world. Even games that are currently booming can gradually be abandoned by players. The reason why this happens is because developers target their content at everyone.

User behavior from each market share certainly has different interests and attitudes toward a game. If game developers fail to create content that aligns with the interests of each market, gamers will quickly lose interest and move on to other games with more interesting features. For example, a game developer can create an exclusive game for each different segment rather than targeting a game for a very wide market share. "One metric that is no less important but also often overlooked by game developers is the retention rate," said Edison Chen, Tagtoo Business Development Manager. “Many gamers download a game by accident and not because they like the game.” This is the reason why game developers should develop ones that suit a more specific market share. Accurate market targeting not only increases the competitiveness of games in the market but can also encourage increased game revenue through the purchase of exclusive content (in-app purchases) by gamers.

1. Understanding of International Markets

One of the important first steps for game publishers from Southeast Asia is to understand the dynamics of the international market. Each market has different preferences and needs, which can influence marketing strategies and product development. Game publishers need to conduct in-depth research on gaming trends in various regions, user demographics, and media consumption habits. For example, a game that is popular in Southeast Asia may require adjustments to suit the tastes of gamers in Europe or North America.

Read More: How Careless Indonesian Game Translation Can Upset Indonesian Gamers

2. Content Localization

Localization is the main key to reaching a global audience. This involves translating the game into local languages as well as adapting the content to suit local culture and norms. For example, characters, stories, and visual elements in games may need to be adjusted to avoid content that is considered insensitive or controversial in certain markets. Effective localization includes not only text translation but also ensuring that the game is truly relevant and interesting to the local audience.

3. Partnership with International Publishers

To expand their reach, many game publishers from Southeast Asia choose to collaborate with international publishers. This partnership allows them to leverage the existing distribution network and local market experience of international partners. International publishers can help with distribution, marketing, and customer support in unfamiliar territories. This also allows Southeast Asian publishers to focus on game development while relying on their partners for market penetration.

4. Innovative Game Development

Innovation is an important factor in attracting the attention of the international market. Game publishers from Southeast Asia often create games with unique elements that differentiate them from their competitors. This includes innovative gameplay features, attractive graphic design, and new game mechanics. By offering something new and different, games from Southeast Asia can attract the attention of global players looking for new and exciting experiences.

5. Global Marketing and Promotion

Global marketing is another important aspect of a game publisher's strategy. Game publishers from Southeast Asia use various channels to promote their games in international markets. This includes online advertising, social media campaigns, and collaborations with gaming influencers. Additionally, they frequently attend international gaming expos and industry events to showcase their games and network with potential partners.

6. Improved User Experience

The user experience is a key aspect of the success of games in international markets. Game publishers need to ensure that their games offer a smooth and satisfying experience for players from different countries. This includes optimizing game performance, reducing bugs, and providing responsive customer support. Ensuring that games can be played easily across multiple devices and platforms is also part of this strategy.

7. Analysis and Adaptation

Collecting and analyzing user data from various international markets is an important step to improving gaming strategy. Southeast Asian game publishers need to monitor performance metrics such as player retention, conversion rates, and user feedback. By analyzing this data, they can identify areas that need improvement and adapt their strategies to meet global player expectations.

8. Multiplatform Approach

With the increasing popularity of various game platforms, game publishers need to consider a multiplatform approach. Providing their games on multiple platforms, such as PCs, consoles, and mobile devices, allows them to reach a wider audience. This also helps reduce the risk of dependency on a single platform and increases the chances of success in international markets.

9. Focus on Community and Engagement

Building and maintaining a community of players is an important strategy for long-term success. Game publishers from Southeast Asia often actively engage with the global gaming community through forums, social media, and other community platforms. They also frequently hold events and competitions to increase player engagement and build brand loyalty.

10. Innovation in Monetization Models

Game monetization models also play an important role in publisher strategies in international markets. Game publishers from Southeast Asia often adopt flexible monetization models, such as in-app purchases, subscriptions, or free-to-play models with optional purchases. This allows them to adapt their monetization strategies to local preferences and increase revenue potential from international markets.

Southeast Asian game publishers' strategies for entering international markets involve various aspects, from understanding the global market to innovation in game development and marketing. By localizing content, collaborating with international partners, and adopting a multiplatform approach, game publishers can expand their reach and compete effectively in the global marketplace. Adaptation to local trends and preferences, along with continuous monitoring and analysis, is the key to achieving long-term success in international markets.

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