Case Study — Game Localization: Engagement & Retention Boost

How VerboLabs Helped a Mobile Game Increase Player Retention, Downloads, and In-App Purchases Through End-to-End Game Localization

Client Overview

A mid-sized mobile game studio launched a casual strategy RPG in English, targeting North American and European markets. The game included:

• Story-driven quests
• In-game tutorials and UI text
• Character dialogues
• Seasonal events and promotions

While the gameplay mechanics were well-received and reviews were positive, the studio faced a growth plateau shortly after launch.

Business Challenge

Post-launch performance data highlighted several critical issues:

• High player drop-off during onboarding
• Low engagement with story-based missions
• Weak traction in high-growth markets such as India, Brazil, Mexico, and Southeast Asia

The core issue was clear: players in non-English-speaking regions struggled to fully understand the game experience. Without in-house expertise in professional game translation and cultural adaptation, the studio needed an external partner.

Objectives

The studio partnered with VerboLabs to:

• Localize the complete player journey, not just surface-level text
• Improve player retention and average session duration
• Increase organic installs across emerging markets
• Boost in-app purchase (IAP) conversions
• Preserve the game’s tone, humor, and character identity across languages

Localization Scope

Using VerboLabs’ specialized game translation capabilities, the project covered five high-potential languages:

• Spanish (LATAM)
• Portuguese (Brazil)
• Hindi
• Indonesian
• Thai

Assets Localized

The localization strategy extended beyond gameplay text and included:

• UI/UX elements (menus, buttons, tooltips)
• In-game dialogues and quest narratives
• Tutorials and onboarding screens
• Character voiceovers
• App store descriptions, trailers, and promotional creatives

This end-to-end approach ensured consistency across both gameplay and marketing touchpoints.

Solution — VerboLabs Game Localization Workflow

Phase 1: Game & Audience Analysis

VerboLabs began with a detailed analysis of the game ecosystem:

• Studied gameplay flow, character arcs, and monetization triggers
• Identified drop-off points during onboarding and early gameplay
• Created language-specific glossaries and style guides

This foundation ensured linguistic accuracy and player-friendly messaging across regions.

Phase 2: UI/UX & In-Game Text Localization

Leveraging its expertise in localization services, VerboLabs:

• Adapted UI strings to remain clear and readable on small screens
• Rewrote button labels and prompts to sound natural and action-driven
• Customized tutorial instructions based on regional gaming behavior

UI Example:

• English: “Upgrade Now”
• Literal Translation: Direct command with limited player context
• VerboLabs Localized Version: A region-friendly phrase that clearly explains the benefit of upgrading

Result: Reduced onboarding confusion and higher tutorial completion rates.

Phase 3: Voiceover Localization

To strengthen emotional engagement:

• Native voice artists were selected to match character personalities
• Localized voiceovers were recorded for main storylines and live events
• Audio timing was synced precisely with gameplay interactions

Outcome: Players reported a stronger connection with characters in localized versions.

Phase 4: App Store & Marketing Localization

To improve discoverability and installs:

• App store descriptions were rewritten using region-specific keywords
• Promotional banners and seasonal event creatives were localized
• Store listings were optimized to increase visibility in regional app stores

KPIs Measured (90 Days Post-Localization)

1. Player Retention Growth

Insight: Native-language tutorials and storytelling significantly improved long-term engagement.

2. App Downloads Growth

Overall Result: +22% average growth across localized markets.

3. In-App Purchase (IAP) Performance

Insight: Clear, localized offers and reward descriptions increased player trust and spending.

Player Feedback Highlights

• “The game feels made for our region.”
• “Story missions finally make sense.”
• “Tutorials are much easier to follow now.”

App store ratings in localized regions improved from 3.9 to 4.4 stars on average.

Operational & Cost Efficiency

• Faster rollouts helped the studio capitalize on seasonal events
• Localization costs were recovered within 2.5 months through increased IAP revenue

Impact Summary

• +22% increase in regional downloads
• +38% improvement in Day 30 retention
• +26% increase in IAP revenue from localized markets
• Higher player engagement and improved app store ratings

Key Takeaways

• Game localization goes beyond translation
  UI clarity, voiceovers, and player behavior play a critical role.
• Retention improves when players fully understand the game
  Native-language onboarding reduces early churn.
• Localized monetization performs better
  Clear offers and rewards drive higher conversion.
• Speed matters
  Faster localization unlocks revenue opportunities sooner.

Conclusion

This case study demonstrates how professional game localization directly impacts engagement, retention, and revenue. By localizing UI/UX, in-game content, voiceovers, and marketing assets, VerboLabs helped the studio evolve from a regional launch to a scalable global success.

If you’re planning to launch or scale a game internationally, explore VerboLabs’ Game Localization Services and deliver experiences that players genuinely connect with.

Start your game localization journey with VerboLabs.

Ready to grow your game globally?
Localize your game with VerboLabs and increase player engagement, retention, and revenue across new markets.

Contact Us