Designing games for global audiences and different cultures

Svitlana Rumiantseva is head of mobile game development at Innovecs Games.

When developing games for global audiences, cultural differences shape almost every aspect of game design. In-game settings, symbols, and character behaviours, along with external factors like social norms and historical sensitivities, all vary by region.

For example, themes involving conflict might be more accepted in North America and parts of Western Europe, while Asian markets often favour fantasy-based or family-friendly content. The portrayal of gender, ethnicity, and humour needs to be approached thoughtfully.

I always recommend researching the cultural norms of the target region to ensure the content resonates with the players. 

Let’s look at how storytelling, art, technology, and community strategies differ across regions. 

Tweaking stories for different cultures  

Narrative elements often need to be adapted carefully based on cultural context, as different regions interpret themes, characters, and plots in distinct ways.

For example, in the US, stories often emphasise individualism, personal freedom, and heroic triumphs. Superhero narratives, like those in Spider-Man or Batman, are highly successful because they focus on personal empowerment and clear moral victories. These themes resonate with American audiences who appreciate narratives that celebrate clear heroes and straightforward conflicts.  

In contrast, European audiences often prefer more complex narratives with morally ambiguous characters and outcomes. While heroism is also appreciated in Europe, there’s often a preference for stories where the line between good and evil is blurred.

A game like The Witcher 3, developed in Europe, is a perfect example of this approach. It offers morally grey choices, with consequences that challenge players to think critically about the “right” course of action, reflecting the European preference for nuanced storytelling.  

Humour varies greatly by region. In the US, it’s often direct, relying on slapstick, sarcasm, or pop culture. For example, Borderlands uses loud, exaggerated characters and over-the-top dialogue that fits the fast-paced, action-heavy style American audiences enjoy.

In contrast, European humour is more satirical, rooted in irony and dark themes. Games like The Witcher 3 use dark or existential humour with sarcastic remarks in bleak scenarios, reflecting real-life complexities. European players appreciate irony and cynicism, requiring subtle adjustments to ensure the humour resonates. 

Changing up art styles for global tastes 

Art styles are strongly influenced by regional preferences, and development teams must adjust visual elements like character design, environments, and colour palettes to align with the expectations of different markets.

For instance, Western markets, especially in North America and Europe, often favour realism or stylised realism that strikes a balance between fantasy and believability.

Games like The Witcher 3 and Assassin’s Creed exemplify this approach, featuring intricately detailed worlds that are visually appealing while remaining grounded in realism. These games often include historically inspired art, such as medieval architecture or landscapes, which are well-received in these regions due to their cultural relevance and depth.  

In contrast, Asian markets lean heavily toward anime and manga-inspired art styles, characterised by bright, vivid colours and highly stylised designs.

Games like Genshin Impact highlight this preference, with characters with exaggerated features like large eyes and vibrant hair colours, reflective of the anime aesthetic popular across Japan and beyond.

Asian markets also tend to favour fantasy and elegance in both character and world designs. This is especially common in games that draw on mythology or folklore, where gods, spirits, and warriors are depicted in intricate detail with flowing costumes and magical effects.  

To succeed internationally, game art needs to be adaptable enough to respect these cultural nuances. Western players may appreciate more realistic or historically grounded visuals, while players in Asia might expect fantasy-driven, vibrant character designs that align with local artistic traditions.  

Tech hurdles in adapting games 

A common challenge in game development, regardless of region, is ensuring that your game performs well across diverse hardware ecosystems.

For example, a game developed for high-end devices in North America may need significant optimisation to run smoothly on lower-end hardware which is more common in developing markets.

Additionally, region-specific requirements related to network infrastructure, such as variations in latency and bandwidth limitations, must be considered when adapting a game for different parts of the world.  

In the mobile games market, these technological challenges become even more pronounced. In the US, the focus is typically on high-end devices, especially iOS, where there is a demand for high-quality graphics and seamless integration with premium services.

Europe, on the other hand, has a broader mix of Android and iOS devices, requiring developers to optimise games for mid-range hardware. Meanwhile, in Asia, where Android dominates, development requires a high degree of scalability to support a wide range of devices, from low-end to premium.  

In summary, developers must account for the broad diversity in mobile hardware, network infrastructure, and player behaviour across regions. Tailoring games to the specific technological needs and preferences of each region ensures a smooth user experience and maximises reach.  

How hardware preferences shape game design  

In regions where lower-end devices dominate, developers must optimise their games for performance on devices with less processing power, memory, and graphics capabilities. This often means adjusting texture resolutions, reducing the complexity of visual effects, or incorporating modular features that can be toggled based on device specifications.  

In contrast, more developed regions, such as North America or Western Europe, may prioritise high-end devices where players expect 4K visuals, high frame rates, and complex graphical effects. In these markets, development efforts are often focused on delivering top-tier visual experiences and taking full advantage of the hardware capabilities of the latest devices.  

Localisation: Making games work everywhere 

Localisation goes beyond translating text; it includes adapting visual assets to fit different character sets, redesigning tutorials for local gaming habits, and synchronising voiceovers with various languages. On the technical side, localisation often requires changes to how text is rendered, especially for right-to-left languages like Arabic or complex scripts like Chinese.  

While translating text and dialogue is the most obvious part of localisation, adapting context, cultural nuances, idioms, and jokes is equally crucial to resonate with local players. Developers must revisit cultural elements in the game, adjusting or removing certain storylines, character designs, or events to suit regional tastes.

For example, religious symbols or depictions of conflict might need to be altered to avoid misunderstandings or offences in certain cultures. In Europe, for instance, the wide range of languages and currencies makes it crucial for games to be easily adaptable to different markets. 

Effective localisation also involves timing and tone adjustments in voiceovers and ensuring tutorials align with local player expectations. Every detail, from visual elements to game mechanics, should be tailored to the market’s preferences. These efforts are essential for the game’s acceptance and success across diverse regions. 

Monetising games: What works where?

Monetisation models in gaming vary significantly by region due to differing player expectations and purchasing behaviours. While most models can succeed globally, understanding regional preferences can help increase revenue and player satisfaction.  

In the US, the market is highly diverse, with a mix of free-to-play (F2P) models, premium games, and subscription services. F2P games like Fortnite are popular, offering in-app purchases (IAPs) for cosmetic items, loot boxes, and progression boosters.

Ad-supported models are also common in mobile games, with players watching ads for rewards or choosing to pay for an ad-free experience, as seen in games like Candy Crush and Clash of Clans.

Additionally, premium games with DLC continue to thrive on PC and console, while subscription services like Xbox Game Pass or PlayStation Plus are gaining traction by offering access to a large library of games for a monthly fee.  

Europe shares similarities with the US but varies by country. Western European players tend to be more critical of microtransactions, favouring cosmetic purchases and post-launch expansions over aggressive IAP models. Eastern Europe, with lower average revenue per user (ARPU), sees better success with ad-supported and pay-per-download models.  

The Asian market (China, Japan, South Korea) is distinct due to its strong preference for F2P games with advanced monetisation. Players in this region are highly engaged and willing to spend on gacha systems and cosmetic upgrades.

Mobile gaming dominates, with microtransactions and event-based spending playing a crucial role, especially during special promotions. Additionally, the social aspect of gaming is key, with players often spending to enhance their status within in-game communities through rare skins or exclusive items.  

Understanding these regional differences in monetisation models is essential for maximising revenue while ensuring a positive player experience across global markets.  

Connecting with gamers around the world 

Community engagement is crucial for building player loyalty across different regions. While the US and European markets share some similarities, they have distinct preferences and behaviours when it comes to interaction. In the US, engagement strategies focus on direct communication and content-driven interactions.

American players expect fast responses and frequent updates from developers, primarily on platforms like X, Reddit, and Facebook. Streaming services like X and YouTube are also key, where developers collaborate with influencers to showcase new content or host events. Discord serves as a hub for real-time chats, fostering active communities. 

US players value transparency, expecting developers to provide regular updates about game developments or known issues. In-game events, such as seasonal updates or tournaments, are often tied to holidays or pop culture moments, with games like Fortnite leading the trend.

Collaborating with streamers and content creators is increasingly popular, helping developers reach wider audiences and create buzz around updates and releases. 

In contrast, European engagement is more community-driven and localised. While X and Reddit are popular, European players expect content in their native languages and more region-specific interactions.

Developers often set up language-specific Discord servers to address local concerns. Engagement tools like X dominate central regions, while YouTube Gaming is more popular in Southern and Eastern Europe. Adapting promotions and events to align with local traditions, such as Oktoberfest in Germany or Bastille Day in France, strengthens player loyalty and trust. 

In the end, game development for a global audience means considering many factors – narrative, visuals, technology, community engagement, and more. By understanding and adapting to the cultural and regional preferences of players, developers can create experiences that resonate and build lasting success in diverse markets.