Marketing writing for games 1 – introduction

How to make your game succeed on foreign markets? Localisation is the answer. What more can you (and we) do? Well, translating game content is a great base but it is definitely not enough. Next to strings, there are also many other important elements to go along with your game, like the website, game descriptions, press releases, promotional articles and so on. And what is always important, marketing materials need a totally different approach than standard translation or localisation.

Ryan Quick. Flickr.

Copywriting and games

You’ve developed a great game and you want to introduce it to the Polish market with a bang? Transcreating or writing marketing content is a part of the game localisation process. Let’s take a glimpse at some elements that are crucial for promotional purposes and that will guarantee the effect you expect

• Naming – this is an important part of localisation strategy. In many cases it is desired to unify the name within all language versions, though sometimes it is important to localise the game's name as well as the rest of the content.

• Game description – the way your game is described is the way gamers will perceive it. It is important to use style that will not only make them want to play your game immediately, but also that will allow it to be easily found in a search engine.

• Press release – a short or longer, if you wish, article about your game promotes your product within the gamers community, and is an absolutely fantastic thing when a journalist asks you for a game summary.

• Website – there are many purposes that your website may serve: a proof of your professional approach, a promotional page inspiring gamers to play your game, a place for your active users who become a community focused on your game…

• Stories – this is usually a part of the website strategy – extended plot stories, timeline of your characters’ life, background of the events from your game, more detailed weapon and skill descriptions and more.

In my posts about marketing writing for games I will get back to those topics and write more about the specifics and benefits of those elements.

Wen Zeng. Flickr.

Marketing translation for gaming industry

A lot depends on the type of the game. Not every thing mentioned above is suitable for your game. If you are not sure which parts of your game marketing content are to be localised, consult us and together we will choose the best strategy to conquer the Polish market with your game.

Why invest in professional localisation services? Marketing writing, whether it is transcreation or creative writing, is not the same as translation. Texts need to be prepared perfectly to fulfil the mission they are created for. It requires professional copywriters and advanced writing skills – and Mana Translation is a perfect fit for the job. We localise games, prepare marketing materials, we craft catchy slogans and names that will stand out from the crowd. Check out our website and contact us to get an individual offer for a Polish localisation.

www.ManaTranslation.com