Localizing Indie Games: Budget-Friendly Strategies for Small Studios

For small indie game studios, localization—adapting a game for different languages and cultures—can feel like a daunting and expensive task. Yet, it’s a critical step to reach global players and maximize a game’s potential. Take Hollow Knight, the critically acclaimed indie title by Team Cherry, which saw immense success partly due to its thoughtful localization into multiple languages. With a small team and limited resources, how can indie developers like you localize effectively without breaking the bank? Below, I’ll share practical, budget-friendly strategies, drawing inspiration from Hollow Knight’s approach and tailored for small studios.

Why Localization Matters for Indie Games

Localization isn’t just about translating text; it’s about making your game resonate with players in different regions. For Hollow Knight, supporting languages like Spanish, French, and Chinese opened doors to diverse markets, boosting sales and community engagement. Studies show that players are more likely to purchase and recommend games in their native language, especially in regions like Asia and Europe, where English isn’t always the primary language. For indie developers, localization can be the key to standing out in a crowded market.

But with limited budgets, how do you prioritize? Let’s dive into actionable strategies.

1. Prioritize Key Markets Strategically

Not every market is worth the same investment. Instead of localizing for every language, focus on regions with high potential for your game’s genre and style.

• Research Your Audience: Use platforms like Steam’s regional sales data or X posts to identify where your game’s genre thrives. For Hollow Knight, a Metroidvania with a dark, atmospheric vibe, markets like Japan and China were logical choices due to their love for similar genres. If your game is a cozy farming sim, consider Germany or South Korea, where such games are popular.
• Start Small: Begin with 2-3 languages that cover large player bases. English, Simplified Chinese, and Spanish are often top priorities, as they reach massive audiences in North America, China, and Latin America. Hollow Knight initially launched with a few key languages, expanding later as revenue grew.
• Use Analytics: If you’ve released a demo or early access version, check where your downloads are coming from. Tools like Steam’s Insights or Itch.io’s analytics can guide your decisions.

By focusing on high-impact markets, you stretch your budget further while testing the waters for future expansions.

2. Leverage Open-Source and Low-Cost Tools

Professional localization services can cost thousands, but small studios can use free or affordable tools to manage the process efficiently.

• Open-Source Tools: CAT (Computer-Assisted Translation) tools like OmegaT or Poedit are free and allow you to organize text for translation. These tools support file formats like .po or .xliff, which are standard for games. Team Cherry likely used similar tools to streamline Hollow Knight’s text extraction and reinsertion.
• Crowdsourcing Platforms: Platforms like Crowdin offer free tiers for open-source or small projects. You can invite volunteer translators or collaborate with fans, as long as you vet their work for quality. Hollow Knight benefited from community enthusiasm, with fans helping refine translations in some regions.
• Google Translate as a Starting Point: While not ideal, machine translation can provide a rough draft for low-priority languages. Always have a native speaker review the output to avoid embarrassing errors. For example, a poorly translated item description could break immersion in a story-driven game like Hollow Knight.

These tools reduce costs while maintaining control over the localization pipeline.

3. Engage Your Community for Translation Help

Indie games often have passionate fanbases. Tapping into your community can be a cost-effective way to localize, as long as you approach it ethically.

• Recruit Volunteer Translators: Post calls for translators on your game’s Discord, X, or Itch.io page. Offer rewards like credits in the game, free copies, or exclusive merch. Hollow Knight’s developers engaged fans for feedback, which likely extended to localization efforts.
• Ensure Quality Control: Community translations can vary in quality. Assign a native-speaking proofreader or use a service like Fiverr for affordable editing. A single professional review is cheaper than hiring a full translation team.
• Build Trust: Be transparent about your budget constraints and appreciate your volunteers’ work. A positive relationship with your community can lead to long-term support, as seen with Hollow Knight’s dedicated fanbase.

Community-driven localization not only saves money but also deepens player investment in your game.

4. Optimize Your Game for Localization Early

Designing your game with localization in mind saves time and money later. Hollow Knight’s clean UI and minimal text-heavy design made it easier to adapt for different languages.

• Use Text Placeholders: Store all text in external files (e.g., JSON or YAML) rather than hardcoding it. This makes it easier to extract and translate. Tools like Unity’s Localization package or Godot’s built-in translation system can simplify this.
• Account for Text Expansion: Languages like German or Russian can be 30% longer than English. Design UI elements with flexible spacing to avoid text overflow. Hollow Knight’s sparse dialogue boxes accommodated this well.
• Avoid Idioms and Cultural References: Phrases like “kick the bucket” don’t translate easily. Use clear, universal language where possible, as Hollow Knight did with its poetic yet straightforward dialogue.

Planning ahead reduces the need for costly redesigns during localization.

5. Test Thoroughly on a Budget

Localization bugs, like misaligned text or missing translations, can frustrate players. Rigorous testing doesn’t have to be expensive.

• In-Game Testing: Recruit beta testers from your target markets via your community or platforms like Reddit. Offer early access in exchange for feedback. Hollow Knight’s polished translations suggest thorough testing, likely with community help.
• Emulators and Simulators: Use tools like Android Studio or Xcode to test how your game looks in different languages without buying physical devices.
• Focus on Critical Areas: Prioritize testing menus, tutorials, and story elements, as these are most visible to players. For Hollow Knight, ensuring the lore-heavy dialogue was accurate was crucial for immersion.

Testing ensures your localized game feels professional, even on a tight budget.

6. Reinvest Profits for Broader Localization

Once your game gains traction, use profits to expand localization. Hollow Knight started with a few languages but added more over time, reaching new players with each update.

• Prioritize Based on Sales: If your game sells well in Brazil, invest in Portuguese next. Steam’s regional data can guide these decisions.
• Hire Professionals Sparingly: Use profits to hire experts for complex languages (e.g., Japanese) where fan translations may fall short.
• Update Regularly: Add new languages with patches to keep players engaged. Announce updates on X or Steam to attract returning players.

This iterative approach lets you scale localization as your budget grows.

Localizing an indie game on a budget is challenging but entirely achievable with the right strategies. By prioritizing key markets, using open-source tools, engaging your community, and designing with localization in mind, you can make your game accessible to players worldwide. Hollow Knight’s success shows that even a small team can create a globally beloved title with thoughtful localization. Start small, plan smart, and let your game’s unique voice shine in every language.

Ready to localize your game? Begin by analyzing your audience and experimenting with free tools like Poedit or Crowdin. Your global players are waiting!