Driving Launch Decisions Through Localized Player Insights

The Challenge

Our client, a global mobile game developer and publisher, was preparing to launch a newly localized version of their game but needed help deciding between the existing and updated localizations for Korean and Japanese markets. To best resonate with each audience, their research team aimed to evaluate the first-time user experience for role-playing game (RPG) newcomers in both regions. Specifically, the team was seeking feedback rooted in cultural understanding—requesting native-language insights from local users along with strategic oversight from an experienced global partner. They chose TransPerfect Games for our proven success supporting gaming companies across diverse markets and our unique combination of global leadership and local execution.

The Solution

TransPerfect Games delivered a tailored user research program with on-the-ground teams in both Korea and Japan. Leveraging our extensive database of verified players, we filtered candidates to match the client’s target audience. Ten qualified participants were
selected from each country to:

Play the game for 30 minutes while screen activity was recorded
Participate in a moderated post-gameplay interview in their native language

This approach ensured that feedback captured both immediate player reactions and deeper cultural context—critical for accurately evaluating user engagement and preferences.

The Results

All gameplay recordings and interview data were collected and reviewed. Our in-house user research consultant then analyzed the aggregated data to identify key patterns, emotional responses, and friction points across both markets.

The final deliverable included a comprehensive report outlining:

Which localized version players preferred and why
Which localized version players preferred and why
Actionable recommendations for launch strategy

Thanks to TransPerfect Games cross-market leadership and local experts, the client gained insights and first-hand feedback that empowered them to confidently select the optimal localized version for launch, basing their decision on a data-driven strategy.

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