Gaming in Brazil
Brazil is known for many different things, from samba and Carnaval to their World Cup winning football playing style, but more recently it’s been known as one of a group of countries whose economic conditions have improved vastly. With 27% of Internet users now speaking Portuguese as their first language (and a vast proportion of this percentage living in Brazil), localization of services and products is more important than ever in order to reach these markets, which offer new horizons for games developers and publishers.
“The Brazilian games industry has been clearly identified as one with massive potential for growth,” says MO Group International’s Head of Business Operations, Orad Elkayam, ”so in combination with the experience and knowledge of a multilingual online marketing and localization company, developers and publishers can be sure that their title will reach this growing Brazilian audience.”
Research has shown that economic development in Brazil is likely to continue along similar lines beyond 2020, meaning that there will be a population of over 200 million people who are likely to have a greater income than before, and will be willing to spend more on leisure activities. As a leader in providing recreational activities and tools, the digital entertainment industry is looking toward Brazil to unlock this huge market, and the key tool they’ll need is Portuguese. With a growing class of young professionals and middle class residents in Brazil (estimated at 105 million people), their expectations from games are much the same as those of other gamers throughout the world – a product which entertains them and is localized to their own language, with cultural sensitivities taken into account.
The Brazilian Gamer
Gamers in Brazil cover a diverse spectrum and are different to traditional gamer stereotypes. Young gamers are common, with 70% of people between the ages of 16 and 24 playing games regularly, and willing to spend on both games and downloadable content (DLC). However, the number of current generation consoles is low, with only around 5% of households owning one. This means two things – firstly, a high percentage of young gamers combined with increasing incomes suggests that the potential for growth in this area is enormous. Secondly, there are a number of other platforms being used by the Brazilian gamer, chiefly PC and portable devices. In 2016, Brazilian gamers will also have a new platform to access, namely digital television, when the old analog signals will be switched off. This exciting portal for games and commerce will also be a key factor in the success of the entertainment industry for years to come.
What are they Playing?
Brazilians love their seleção (national soccer team), so it comes as no surprise that sports games, soccer games in particular, are the most popular titles on the market. In fact, the successful franchise Pro Evolution Soccer from Konami has, since 2010, produced a localized Brazilian Portuguese version of its annual edition, and also included Brazilian club teams in order to appeal to the growing number of gamers who want to see their favorite game in a context that they recognize.
Although football titles are by far and away the most popular games in Brazil, racing games have also proved very popular along with digital board and card games, which have found a home with the female demographic. In stark contrast to the Western world, war games have been shown to be among the least popular genres of games. Interestingly, Brazilian gamers are less likely to buy their games from stores on shopping streets or in malls. The reason for this is most likely the high price of games, which can range between $100 and $150, far above the price in Europe and North America. As a result, a significant number of Brazilian gamers prefer to obtain games online or through alternative means, such as the grey market or during trips abroad.
What do they Want?
Just like other gamers, the expectation is that the product launched in Brazil speaks to them both in terms of language and in terms of complimentary features. Latin American customers also spend, on average, around $300 every four months on virtual items and DLC – generally more than other players around the world, meaning that localization can’t end with the product launch on day one. Rather, it’s important that support through community management caters to your audience and added content localization continues to extend the lifespan of your game.
At MO Group International, our experienced team of translators, localization experts and community managers can help ensure that you reach the right market, not only in Brazilian Portuguese, but across over 40 languages. With a rigorous Quality Assurance policy, we can also ensure you go to market with a game that meets the needs of your customers in a quickly changing field. Visit our website today to get a free game localization quote and let us know how we can help you and your project achieve full potential.
Stéphanie Deweer, Localization Project Manager at MO Group International.
About MO Group International
MO Group International is an award winning localization, translation and game testing provider. With linguistic expertise in over 40 different languages for every genre of game, MO Group International delivers high quality QA testing, community management, and localization services. Working on small-to-large-scale projects, MO Group International caters to the cultural and linguistic needs of both its clients and its customers. For more information, visit www.mogi-translations.com.