If You Ignore Chinese Localization, You’re Leaving Money on the Table.
Recently, I’ve been working with several card game developers and have noticed a few common issues.
Card games don’t actually contain that much text. In many cases, the total in-game text is even shorter than a typical Steam store page.
However:
- Game name and Game rules are critical.
Naming is more important than most developers think — especially when you’re publishing across multiple platforms.
For example, we originally used the name King’s Bet. But the word “bet” can easily trigger gambling-related restrictions on many platforms, so we changed it to King’s Well. Just to avoid unnecessary risks.
While playtesting, I found that many Chinese translations produced by AI or automated tools are inaccurate and sometimes confusing, which directly impacts the player experience.
AI hallucination is still a real issue. It’s 2026, and AI can still mix up something as basic as a block and cotton. These kinds of low-level mistakes might sound minor, but they break immersion immediately.
If I weren’t personally playtesting games for clients, I probably wouldn’t have realized how many of these small but critical issues actually exist.
2. Freelancers aren’t necessarily worse than large localization agencies.
I’m not saying large companies are bad. In any industry, there are teams that take their work seriously, and others that cut corners.
As a native Chinese speaker, I’ve noticed two recurring issues:
First, translators often stick to literal translations.They don’t reflect how players actually speak, nor do they adapt to the context of the game.
Some translations feel outdated or carry a noticeable regional tone.
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It’s important to note that Chinese varies across regions. For example, the Chinese used in Malaysia or by overseas Chinese communities can differ significantly from how people in Mainland China speak today.
Over the past few decades, China has developed rapidly, and the language has evolved along with it. As a result, this sense of “outdated language” or regional mismatch is very easy for players to notice in a game.
One of my clients previously worked with a localization agency. While reviewing their website, I noticed that one of the “Chinese clients” listed in their testimonials appeared to be completely made up. That alone wasn’t the main issue.
What mattered more was the actual localization they delivered. The Chinese text felt noticeably dated — almost as if it had been written by an older, highly academic translator. But the game’s target audience is players aged 20 to 40, and this kind of outdated tone simply doesn’t fit.
3. Simplified or Traditional
I still seen discussions about whether to localize into Simplified or Traditional Chinese. According to Valve’s 2025 report, over 50% of Steam users are Simplified CN users. The decision should be clear.
For smaller indie devs. studios, using translation tools or working with freelancers to cover both Simplified and Traditional Chinese usually doesn’t add much to the overall budget.
And if the budget is extremely tight, there’s no need to worry too much. The Chinese younger players today , whether in Mainland or Taiwan and Hong Kong are generally well-educated and can understand both writings without difficulty. The difference is more about reading preference than actual comprehension.
4. A friendly suggestion: Do pre-launch testing and checks!
To better connect with younger audiences, I recommend hiring a native Chinese freelancer to proofread or double-check your game before launch. You can even hire someone to playtest your game.
I’m not here to sell my localization services.
I’m more interested in connecting with developers who are genuinely considering the Chinese market and willing to invest in it long-term.
If you’re still deciding whether to localize your game into Chinese, my honest advice is: don’t wait too long — move early. And if you’re thinking about promoting your game in China, I’m happy to help.
I can offer hands-on feedback from a player’s perspective, help refine how your game presents itself to Chinese audiences, and connect you with PR channels or influencers for exposure.
The size and scale of the Chinese market is much larger than people realize. Don’t assume that making a good game is enough, or that organic word-of-mouth will carry you.
If you’re seriously thinking about China, feel free to reach out. Even if it’s just to exchange ideas.
Best of luck to everyone all developers.
