In 2018, we were asked by a client to speak about culturalization at one of their events. Afterward, they presented us with a solid gold iPad. But that’s beside the point.

We realized that game developers are also interested in localization but not in the sense that localization specialists are used to tackling the subject. We also noticed a marked absence of material on localization and culturalization for developers. So, we decided to write a comprehensive guide.

It covers how to go about choosing your PC, console, and mobile gaming localization markets; why paying special attention to fonts is crucial; the costs of obtaining an age rating for games in Japan, Korea, and New Zealand; what green is associated with in China; as well as about various cultural faux pas and taboos. A large part of this data is explored via infographics and illustrations.

We’d like to quote André Espinha, one of the clients who inspired us to write this guide:

Back in the day, most video games were developed for a very specific target audience—usually the one closest to the developers’ headquarters. If their game ended up being a hit, they’d often rush to adapt their product, creating new versions and focusing on other markets.

We’d like to extend a huge thank you to our colleagues: Marina Ilyinykh, Pavel Doronin, Anastasia Nikolaeva, and Mikhail Gorbunov for sharing culturalization examples taken from their work, as well as for their invaluable insight, articles, and feedback.

And to Valentine Pronin, Marina Lekhina, Dmitrii Antonov, Artur Karniev, Demid Tishin, and Tatyana Veryasova for being our co-authors.

We’d love to hear your thoughts!

P.S. If you write for a gaming magazine, blog about game development, work for a startup accelerator or venture capital fund and really want to read our guide, drop us a line at and we might be able to send you a copy.