Game localization starts with player behavior

According to Sternerfors, localization starts long before translation, during the game development stage. Themes, visual elements, pacing, presentation, volatility preferences, and how features are introduced all fall within this scope. The regulatory environment is also considered from the very beginning, since it can affect the player experience.

Sternerfors notes that creating a separate game for each market is rarely necessary. He says preferences can differ between markets, but these differences mostly remain in the details. He stresses that players everywhere are fundamentally looking for entertainment.

He explains that geography is not the starting point of design in the development process. The team first focuses on a player experience, mechanic, or theme. Market knowledge, past performance data, and regulatory requirements shape decisions later on. Sternerfors states that starting from geography carries the risk of designing based on assumptions.

He says that the common features of successful games are clear communication, intuitive mechanics, and a strong connection between theme and gameplay. He notes that games built on very specific cultural references may have a narrower reach, while recognizable stories and a strong visual identity help games spread more widely.

He also adds that using data only to look backward is dangerous. Local knowledge, on the other hand, is important for understanding reasons that data cannot explain. People who work closely with operators, regulators, and players can notice subtle market dynamics that do not appear on a dashboard.