10 Challenges When Localizing Thai Games: From Linguistics to UI Issues

Expanding a game to the Thai market can be an exhilarating but daunting experience. Thailand has a large gaming base, with millions of gamers playing on both PC and mobile platforms. As such, Thai game localization requires close attention to meet Thai players’ standards. So, why is this such a challenge? In this article, we will cover the largest challenges you may face when localizing your game for the Thai market.

Linguistic Challenges in Thai Game Localization

Language is one of the biggest hurdles when localizing a game to Thai. Here are some key linguistic challenges to consider:

1. Thai Sentence Structure and Word Separation

Unlike English, Thai does not have word spacing and this makes it difficult for non-native speakers to know where one word ends and the next begins. This can cause problems when we implement text wrapping, line breaking, and even automatic translations. These are common issues you find in Thai game localization because making segmentation mistakes can lead to non-readable text.

If not done properly, word segmentation can make the text unreadable or even change its meaning. Developers should work with native Thai linguists to ensure accurate sentence structuring and natural phrasing.

2. Tone Marks and Character Stacking

Thai is a tonal language, meaning that words with the same spelling can have different meanings depending on tone marks. Additionally, some characters stack vertically, requiring proper text rendering support. If the font does not correctly align tone marks and stacked characters, players may struggle to read the text. To avoid this, developers must test multiple fonts and rendering methods before finalizing the UI.

Read more:Thai Game Localization: Unlocking the Thai Market for Your Game

Cultural Sensitivity and Adaptation

Language is just one part of Thai game localization—culture is another critical factor. Below are some key cultural considerations:

1. Religious and Symbolic Sensitivities

Thailand is a Buddhist country, with more than 92% of the population identifying as Buddhist, and its religious symbols hold great significance. Depicting Buddha improperly or using sacred symbols in violent settings can be offensive to Thai players.

To avoid backlash, developers should engage cultural experts to validate that their game holds respect for local culture. In some cases, removing or modifying specific elements may be required.

2. Social Norms and Gestures

Social norms and gestures vary across cultures. In Thailand, it is offensive to point one’s feet at somebody or touch the head of someone. If the avatar of a game points its feet at another character or touches a person's head, Thai players will be offended.

Another prime example was when Tropico 5 was banned in Thailand in 2014. In the game, players take on the role of a dictator, managing a tropical nation, manipulating the media, and structuring laws for the constitution. The Thai government prohibited its sale, fearing that the game's content could disrupt social stability and public order.

Text Expansion and UI Constraints

Another challenge in Thai game localization is handling text expansion. Thai translations often require more space than English, which can affect UI elements. Here are some common issues and solutions:

1. UI Overflow and Readability Issues

Many games have fixed UI layouts designed for English text. When text is entered in Thai, it may not fit within buttons, dialog boxes, or menus, compromising readability. This is a common issue in Thai game localization, as Thai text often takes up more space than its English counterpart. To deal with this issue, developers must create flexible UI layouts that can accommodate varying lengths of text. Auto-scaling fonts and adjustable text boxes are also helpful solutions.

2. Font and Text Rendering Challenges

Some game engines do not support Thai fonts correctly, causing display issues like misaligned text or missing characters. If a font is not optimized for Thai, tone marks may overlap or appear out of place. That’s why developers should test different fonts and rendering settings to ensure Thai text appears correctly in all UI components.

Voice-Over and Lip Syncing Issues

Voice localization is another aspect of Thai game localization that presents unique challenges, such as:

1. Timing and Sentence Length Differences

Thai sentences tend to be longer or shorter in comparison to English sentences. This may induce lengthy pauses, or it may cause the voice-over artist to zoom through the lines if they prefer to preserve the original meaning while dubbing. The localizing team needs to revise the scripts to accommodate these differences while ensuring that the original meaning and emotion remain intact.

2. Finding the Right Voice Actors

Did you ever play a game where the voice acting was slightly off, either too robotic, too dramatic, or just plain weird? Poor voice acting can totally ruin immersion and turn even the best-made game into an unpolished disaster. That’s why casting the right voice actors is one of the most important steps in Thai game localization.

Thai voice acting is not just about reading from the script; it’s about being natural and sincere in expressing emotions. Personality, tone, and mannerism of a character need to be lived up to player expectation. If the voice acting feels unnatural or melodramatic, players won’t connect with the story. Worse, they might end up laughing at the experience instead of becoming immersed in it. To avoid these pitfalls, the developers must collaborate with seasoned Thai voice actors who understand local diction and emotional expression. Working with skilled voice directors is equally important.

QA and Bug Testing in Thai-Specific Contexts

After localization, testing is crucial to ensure everything works as expected. Without proper QA, localization issues can negatively impact the player experience.

1. Identifying Translation and UI Bugs

Common issues in Thai game localization include mistranslations, UI clipping, and incorrect text rendering. These bugs can make the game feel unpolished or even unplayable. To avoid this, native Thai testers should thoroughly check the game for linguistic and UI issues before release.

2. Cultural Feedback from Native Testers

Beyond technical bugs, cultural inconsistencies can break immersion. Native testers can provide useful feedback regarding whether or not the game feels natural and engaging to Thai players. This step is crucial in Thai game localization, as even small cultural misinterpretations can affect the overall player experience. Design teams can use the tester feedback to refine and improve the localization to better suit the target group.

A relevant case is the mobile game Reign of Dragon, which was successful in Thailand. With the help of Nativex, the developers integrated sophisticated multimedia methods made for the Thai market, and the outcome was a 30% reduction in cost per install (CPI) and a great deal of attention from December 2019 to March 2020. This example illustrates the effectiveness of accepting and understanding cultural nuances through native testing. Companies like Andovar not only provide native testing services in Thai but also manage a diverse team of native testers across multiple languages.

Having a large number of game testers helps developers ensure that the game is both linguistically accurate and culturally appropriate, fostering engagement and satisfaction. This benefits developers, publishers, and players alike.

Conclusion

Effectively localizing a game for the Thai market is not as simple as swapping words from one language to another; it’s about creating an experience that is authentic, engaging, and culturally relevant. From the finest linguistic nuances to UI constraints, developers must overcome many barriers before getting it right. And the icing on the cake: with thorough preparation and a keen eye for detail, they can turn these hindrances into chances to create a game that becomes a smash hit for Thai gamers.

If you want your game to succeed in Thailand, don't underestimate the importance of localization. Digital-Trans Asia is your trusted partner for Thai game localization, ensuring your game truly connects with local players.

Read more: Cultural Nuances in Thai Game Localization: What Every Developer Should Know