As we head towards 2025, game studios are planning their release schedules and (of course) their localisation strategies.
In this short interview, GameBeat Head of Marketing Sona Sverdlová shares her insights about the role translation plays in ensuring that games meet and exceed the expectations of global audiences, and the importance of customer experience.
What is your background in the games sector and what can you tell us about GameBeat?
Thanks for having me! I have been working in iGaming for more than three years, and for the last two years, I have been working for slots providers. This is a fascinating iGaming vertical, which is very dynamic and creative.
GameBeat was founded in 2019 to create engaging, high-quality slots that could stand out in a competitive market.
We launched our first games in 2021 with seven titles. Since then, we’ve produced over 30 slots, all developed with special attention to gameplay and visual design. These titles are now available across 800 online casinos worldwide.
Our goal is to cater to different markets, understanding their unique preferences and tailoring our games accordingly
What kind of experiences are players looking for from game providers? How can translation help or hinder this?
Players are looking for immersive, high-quality experiences that offer either more excitement or more familiarity, depending on geo.
The providers are crafting these experiences based on market-specific preferences—whether it’s classic slot themes in the CIS or adventure-themed games in Europe.
We localize content by considering both actual language and visual language, like regional symbols, color schemes, and user interface elements.
Translation here plays a crucial role in making these experiences accessible and culturally resonant.
Poor or overly literal translation can break immersion and hinder player engagement, so we ensure each translation aligns seamlessly with cultural expectations.
How do you select the right translators for game projects? What skills and experience are you looking for?
Oh, it’s so hard to find the good ones! Understanding the cultural peculiarities and the excellent level of the language are essential.
Experience in game translation is a huge plus, as translators must know how to adapt narratives and key terminology for different audiences effectively.
Additionally, they should be skilled in balancing creativity with accuracy, ensuring that our games feel native to players worldwide while retaining the original excitement of our design.
How important is innovation and customer experience in game design?
Make or break. At GameBeat, we approach each new release with fresh ideas and mechanics to keep our content relevant and engaging.
By combining visually appealing graphics with smooth, intuitive gameplay, we create experiences that resonate with players.
This approach is especially important given today’s competitive landscape, where players seek games that not only entertain but also provide new features.
How important is it for translators to be knowledgable about igaming? Is this secondary to other types of experience?
Having experience in iGaming is definitely an advantage. Translators who have worked in the industry before can seamlessly integrate gameplay-specific language and design nuances, which might otherwise be lost in translation.
This knowledge impacts players’ immersion and satisfaction for sure. But I’m always rooting for giving to the translators without this particular experience a chance.
For smaller studios with limited budgets, what steps can managers take to make sure they pick the right translation partner?
For any studio, it’s essential to pick the translators carefully - it’s one of the keys to the best ROI. The bigger the company, the higher the chance that they have the translators in-house.
The smaller studios usually choose freelance translators specializing in this sector, as they offer flexibility. They start by assessing candidates’ experience in game localisation.
Conducting a test translation of in-game dialogue or instructions can reveal whether the translator can deliver the right tone and engagement level.
Are there any areas where major studios could improve their localisation results?
Even major studios sometimes overlook finer cultural and player-specific details in localisation.
One of the areas of improvement is language tone and immersion—regional players prefer language that feels conversational and culturally relevant, not overly formal or direct translations.
However, localisation is not only the translation - sometimes big companies invite external specialists to consult about the product itself, making it closer to the audience and the local agenda.
Summing Up
Sona’s perspectives will resonate with game studios who aim to put customer-centricity at the heart of the playing experience.
At ICS-translate, we cover circa 100 languages and work with game studios of all varieties to take their games to new audiences – interested to learn more? Get in touch.
