An overview of integrating cultural elements into mobile games using live operations

In the ever-evolving landscape of mobile gaming, titles are reaching players on a worldwide scale, no longer confined to the primary markets of the West and Far East. In earlier times, it sufficed for mobile games to tailor experiences for these regions alone. However, with 5G technology and increased mobile access, there is now a significant rise in downloads and active users from Tier 2 and Tier 3 territories such as Latin America, Southeast Asia, South Asia, the Middle East, and Africa.

This shift in the gaming audience implies that reliance on simple localization won't suffice. Gaming companies have an immense chance to harness this change by offering culturally rich gaming experiences to engage a broad international audience.

Oindrila Mandal, a senior product manager at EA Mobile and a mobile gaming enthusiast from India, emphasizes the importance of cultural aspects in gaming. Drawing insights from successfully culturalized games, she outlines vital practices and reasons to pursue culturalization.

Key Motivations for Culturalizing Mobile Games

• Diverse global players possess varying tastes; thus, a universal approach is outdated. Games with culturally relevant content are more appealing.
• Live operations can introduce fresh content, fulfilling the constant content demand in free-to-play games.
• Following the footsteps of consumer goods and entertainment, games can capitalize on local cultural events for increased spending opportunities.

Indicators for deciding when to culturalize include substantial international presence, low monetization in non-Tier 1 markets, concentrated player bases in specific regions, and plans for market expansion. Successful culturalization demands strategic planning to avoid pitfalls such as inadequate research or stereotyping.

Best Practices for Mobile Game Culturalization using Live Ops

• Define your goals clearly: Establish specific objectives, whether they be increasing downloads or monetizing player engagement, to guide the culturalization process.

• Target the correct audience: Identify your game's market and audience using geographic and genre data to tailor the culturalization strategy.

• Conduct thorough research: Gain deep cultural insights, utilizing external experts if necessary, to ensure cultural accuracy in game elements.

• Select cultural elements thoughtfully: Introduce respectful and accurate cultural artifacts into the game by understanding the societal context thoroughly.

Examples include PUBG Mobile’s 2023 Ramadan events, which integrated cultural themes seamlessly. Call of Duty Mobile explored similar strategies during its Lunar New Year events, enhancing player engagement through exclusive features.

• Be specific and authentic: Steer clear of generic cultural representations; specificity ensures authenticity, as with TapBlaze’s culturalization in Egypt.

• Deliver genuine player value: Introduce culturalization initiatives that enrich gameplay, like eFootball’s immersive experiences for Latin American players.

• Emphasize testing and adaptation: Flexibility in testing allows for refinement of ideas, starting small and scaling successful strategies globally.

• Measure outcomes: Evaluate the success based on predefined objectives, using data and feedback to refine future culturalization endeavors.

Culturalization enables mobile games to forge meaningful connections with players worldwide by authentically incorporating diverse cultural elements into game experiences. Comprehensive planning, informed insights, and systematic implementation can guide developers in embedding cultural authenticity in their games, offering richer engagement to a global audience.

Oindrila Mandal, who occupies a leading role in defining strategic paths for EA's mobile games, provides invaluable insights into the nuanced art of creating culturally engaging gaming experiences that captivate players globally.