More than Two-thirds of Gamers Want Games in Their Own Language

Recent research conducted by Newzoo for the internationally renowned localisation agency Partnertrans reveals the tremendous opportunities for publishers and developers when it comes to localising their games for foreign markets.

The figures show that the percentage of people actually spending money on games ranges from 40 to 60% depending on country. So it has become increasingly important to effectively reach the people who are willing to pay.

Also, the results indicate that 59% of the paying German MMO gamers (2.2 Million) and 58% of the German gamers on social network sites (1.8 Million) expect German language content. That means that almost 2/3 of paying gamers find that localisation of their game is important. The numbers for mobile, console and PC games as well as casual sites are even higher.

“But the players in Germany are not the only ones who are looking for localised content,” says Partnertrans co-founder Iris Ludolf.“If you look at new markets like Mexico, Brazil and Russia, you might be surprised to find out that among the paying players, 58% in Mexico, 76% in Brazil and 81% in Russia expect localised games.”

But this is just the tip of the iceberg. In general, people who spend money on games are slightly more sensitive to localisation compared to the overall population: 69% across all countries. But if you zoom in on specific age groups and platforms, the differences become even more significant.

Peter Warman, CEO of Newzoo adds:“The share of people appreciating localised content is higher than expected. But I am particularly excited about the fact that we can now quantify the potential per country, platform and type of game in terms of number of players, payers and revenues for localised games. Companies can now justify investing in localising their game as well as make well-founded decisions on which country or language to target first.”

If you want to know if your localisation investment is worthwhile, depending on country, target group, platform and genre, please contact Partnertrans.


About Partnertrans GmbH

Formed in 1998, Partnertrans is now one of the world's leading providers of localisation solutions to the interactive entertainment industry. Partnertrans, with offices in Germany and the UK, has worked on thousands of projects to date like The Lord of the Rings Online: The Shadows of Angmar and The Mines of Moria (2006-2008), DC Universe Onlilne as well as Shape: Your Fitness Evolved to name but a few.

The founders of Partnertrans have a combined total of over 30 years' experience in the localisation industry. Their range of services include localisation project evaluation, localisation project management, translation from and to all of the world's major languages, voice production, localisation quality assurance, proofreading, editing, localisation of graphic material, implementation of localised assets, layout of print materials, adaptation of marketing materials (including websites) for target markets and DVD-related work, 1st party paper part submissions and approvals, USK rating submissions, porting and port testing.

Partnertrans is a member of G.A.M.E. and provides localisation services for all platforms, including mobiles and handhelds.

For more information, please visit


Partnertrans GmbH

Iris Ludolf

+49 (0)2104 172659 

Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at