Communications in Humanities Research ISSN: 2753-7072
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Research Article

Analysis of the Influences of Game Localization on Game Public Relations

Hailun TangUniversity of Westminster*

* Corresponding author: [email protected]

Abstract

The relationship between game localization and public relations (PR) is becoming increasingly crucial in the rapidly globalizing gaming industry. This article explores the complexities of how effective localization strategies can enhance PR campaigns, thereby influencing the reception of a game across various markets. Using illustrative case studies such as “Genshin Impact” and “Pokémon GO”, people highlight the successes resulting from accurate localization and the difficulties resulting from cultural missteps or misaligned PR efforts. In addition, the role of technological advances such as AI and machine learning in enhancing localization processes is investigated. Emerging markets, shifting player demographics, and nascent technological trends are discussed as key factors in the future dynamics of game localization and public relations. The article acknowledges inherent limitations and suggests potential avenues for future research, emphasizing the need for continuous evolution in strategy in order to navigate the complex global gaming landscape.

Keywords: game localization; Public Relations (PR); cultural sensitivity; technological advancements; player demographics
Published: December 7, 2023
DOI: 10.54254/2753-7064/18/20231157
Volume: CHR Vol.18
pp. 182-187
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