Mobile App Localization: Key Strategies for Global Success

Mobile apps have become a global economy. In 2024, mobile apps generated $530 billion in revenue, and experts predict they’ll reach $585 billion by the end of 2025 (Statista, 2025).

It’s not just about money.

People around the world spent a staggering 4.2 trillion hours in mobile apps in 2024 (SensorTower, 2025). That shows how much time users are willing to invest in apps they find useful, fun, and – most importantly – easy to connect with.

But here’s the catch: if an app is only in English, it’s shutting the door on billions of potential users. Most of the world doesn’t speak English as their first language, and studies show people are far more likely to download and stick with apps that “speak their language.”

That’s where app localization comes in.

It’s not just about translating words – it’s about making your app feel natural, familiar, and welcoming to users everywhere. In this guide, we’ll explore why app localization matters, how it works, and the strategies that help apps grow globally.

What Is App Localization?

App localization is the process of adapting an app for different languages and cultures.

For example, a shopping app in Japan might need yen instead of dollars, while a social app in the Middle East might need to support right-to-left writing systems like Arabic.

Even small details, like using the right date format (MM/DD/YYYY vs. DD/MM/YYYY), can make a big difference in how natural your app feels.

It’s also useful to understand how localization differs from two other common terms:

• Translation is simply converting text from one language to another.
• Localization adapts the entire experience so it fits the culture.
• Internationalization is preparing your app’s code and design so it can be easily localized later.

Today, localization is more important than ever because the Apple App Store alone supports over 185 languages worldwide (SQ Magazine, 2025). That means developers can reach users in nearly every corner of the globe – if their app is localized properly.

Why App Localization Matters

Localization isn’t just a nice extra. It’s one of the most effective ways to grow an app globally. Here’s why:

Increased Downloads and Revenue

In fact, half of the top 10 countries for iOS downloads and revenue are non-English speaking, and on Google Play, it’s 80% of the top 5 markets (App Annie, 2024).

This means if your app isn’t localized, you’re missing out on some of the world’s most profitable users.

Better User Experience

Users naturally prefer apps they can understand.

When an app speaks their language and fits their culture, they’re more likely to download it, keep it, and even spend money on it.

Competitive Advantage

Most app categories are crowded, but localization can give you an edge. 84% of marketers say localization has a direct positive impact on revenue (Unbabel, 2023).

That’s a strong sign that investing in localization pays off – and helps apps stand out from competitors that only offer English.

Common Challenges in App Localization

Localization sounds great – but let’s be real: it comes with its own set of hurdles. Here are the most common challenges teams face – and how to think about overcoming them.

1. Cultural Missteps and Tone

Getting the language right is important – but if your tone doesn’t fit the culture, it can fall flat – or worse, offend.

• Example: Duolingo’s launch in China started with a “Minimum Viable Localization” approach: they translated only essential content and tested user response first. This helped them refine tone, content, and culturally sensitive elements early – before investing in a full overhaul.

2. App Store Optimization (ASO) Misfires

Even small mistakes in metadata – like names, descriptions, or keywords – can cost visibility and downloads.

• Real Results: In one ASO localization case, Coin Splash saw global downloads double and increase 101% in just 40 days after optimizing ASO metadata across six markets.

3. Technical and Design Constraints

Localizing isn’t just words on a page – it affects buttons, layouts, assets, and more.

• Issue: Languages like German can expand text by ~30%, and right-to-left languages like Arabic flip layouts entirely. Slack had to redesign its interface to fit longer German strings – and it paid off.

4. Scope Creep & Budget Creep

Localization can feel open-ended: “Just tweak this,” “Add that” – and suddenly you’re deep in a dozen languages.

• Smart Approach: Duolingo’s MVL (Minimum Viable Localization) meant they started small – key elements first – tested, learned, then scaled.

5. Resource Bottlenecks & Workflow Breakdowns

Localization often involves devs, designers, translators, QA – coordination is vital or things get messy.

• Tip: Set up clear workflows and ownership from the start. Use platforms that centralize strings, track progress, and allow everyone to collaborate smoothly.

TL;DR

• Cultural tone matters – Don’t just translate; test.
• Metadata impacts visibility big time – ASO localization can double your downloads fast.
• Design needs flexibility – Languages vary in length and structure.
• Start small, scale smart – Minimal localization first.
• Use real workflows – Coordinate across teams with shared tools.

How to Create a Successful App Localization Strategy

Jumping into localization without a plan can waste time and money. A clear strategy helps you focus on the right markets, avoid mistakes, and actually see results. Here’s how to build one.

1. Start with Market Research

The app industry generated $530 billion in 2024 and is expected to hit $585 billion in 2025 (Statista, 2025). But the biggest growth is happening outside of English-speaking regions.

For example, countries like Brazil, Turkey, and Indonesia are booming app markets where English-only apps often underperform. Look at downloads, revenue, and cultural fit before choosing which languages to prioritize.

2. Plan for Localization Early

It’s much easier to localize when the app is built with it in mind. This is where internationalization comes in – designing code and layouts so they can handle different languages, text lengths, and formats.

3. Choose the Right Tools and Partners

Localization is not just translators emailing Excel files back and forth. Today, there are platforms (like Lokalise, Phrase, and Transifex) that centralize the entire workflow – developers, translators, designers, and QA all working in one place.

The proof is in the numbers: translation memory use more than doubled between 2023 and 2024 (Lokalise, 2025), showing that teams are adopting tools to make localization faster, cheaper, and more consistent.

4. Think Beyond Words

A strong strategy considers all the details that shape user experience. That means:

• Local currencies, dates, and measurements
• Images and colors that feel natural in different cultures
• Marketing campaigns and app store pages that fit local expectations

TikTok, for example, didn’t just translate its interface – it launched locally adapted challenges and campaigns that matched cultural trends in each country. That’s a big part of why it became a global phenomenon so quickly.

Step-by-Step App Localization Process

Once you have a strategy, it’s time to put it into action. Here’s a simple process that works for apps of any size.

Preparing Your App

Before you start translating, your app needs to be internationalization-ready.

That means your code should support multiple languages, flexible layouts, and different formats (dates, times, currencies). If you skip this step, localization will feel like patchwork later.

Extracting and Translating Content

Next, pull out all the text and strings from your app into a translation-friendly format. This prevents developers from hardcoding text in the app.

Use professional translators or a translation management system to keep everything organized.

Adapting Formats and Visuals

Localization isn’t just text.

Update currencies, date formats, and units of measurement so they feel natural to users in each market. Adjust images, colors, or even emojis if needed – something as simple as a thumbs-up can mean different things in different cultures.

Localizing App Store Metadata

Your app store page is often the first impression. Translate and optimize your app name, description, keywords, and screenshots for each market.

One case study showed that localizing app store metadata led to a 101% increase in downloads in just 40 days (Appradar/AppGuardians, 2023).

Testing Across Languages

Never launch without testing. Check how your app looks and works in every language – text cutoffs, layout shifts, broken links, and cultural mistakes can all slip through if you don’t.

Real device testing in target countries is ideal.

Launching and Iterating

Once live, collect user feedback, track reviews, and monitor analytics. If downloads or retention improve in one market, double down. If something feels off, adjust translations or cultural elements.

App Store Optimization (ASO) Localization

Your app store page is often the first (and sometimes only) place a user will decide whether to download. Localizing this page properly can make the difference between thousands of installs or being invisible in a new market.

Here’s how to do it step by step.

Localizing App Titles and Subtitles

Your app’s title is prime real estate for keywords. In localization, it’s not just about translating the name but making sure it feels natural and appealing in the local language. Sometimes, a direct translation won’t make sense. For example, Clash Royale uses different subtitles in different markets to highlight what resonates most (strategy vs. battles).

• Tip: Research what keywords users in that country search for and adapt the title accordingly.

Translating App Descriptions

A good description explains the app, but it’s also a key place for keywords. Simply running it through machine translation isn’t enough – phrasing should feel smooth and persuasive in the target language.

Long descriptions can be rewritten to highlight features that are most relevant to local users. For example, a finance app might emphasize “secure mobile payments” in the U.S., but highlight “no-fee transfers” in Southeast Asia.

Localized Keywords

On iOS, you have a dedicated keyword field; on Google Play, keywords are pulled from your description. Either way, localized keywords are critical for ranking.

Remember: 50% of the top iOS markets and 80% of top Google Play markets are non-English (App Annie, 2024). If you skip localized keywords, you miss these downloads.

Localizing Screenshots and Videos

Visuals matter as much as words. Screenshots and preview videos should show not only the translated UI, but also localized messaging (like “Play Now” in German as “Jetzt spielen”). Colors, characters, and even cultural imagery should match local preferences.

TikTok famously adapts campaign visuals to align with regional trends – making it feel less like a foreign app and more like a local phenomenon.

Updating Ratings and Reviews Display

Social proof sells. Make sure localized versions of your app store page highlight reviews in the target language. If possible, encourage local users to leave reviews after a positive interaction. Seeing other users from the same culture praising the app builds trust.

Pricing, Currencies, and Offers

Localize app pricing, subscriptions, and in-app purchases so they appear in the user’s currency, rounded to familiar price points (like €0.99 in Europe or ¥100 in Japan).

Category Localization

On both stores, apps are listed in categories (Games, Lifestyle, Health). But in different markets, the popular categories can shift.

For example, education apps are particularly strong in India, while fitness apps dominate in the U.S. Choosing the right localized category helps improve visibility.

Measuring the Success of ASO Localization

After rollout, track downloads, rankings, and conversion rates. Case studies show that ASO localization can double downloads within weeks (Appradar/AppGuardians, 2023). Compare localized versions against English-only baselines to see where the biggest impact happens.

Measuring Success of Localization

Once you’ve localized your app, the next step is proving that it’s working. Tracking the right metrics shows whether localization is driving growth – or if you need to adjust.

Key Metrics to Track

The main numbers to watch are:

• Downloads – Did installs increase in the countries where you localized?
• Revenue – Are users in localized markets spending more after updates? In 2024, the global app market generated $530 billion, showing just how much is at stake (Statista, 2025).
• Retention – Are users coming back more often because the app feels familiar?
• User Reviews – Check if reviews in localized markets mention clarity, ease of use, or specific cultural touches.

A/B Testing Localized Content

Don’t assume a translation will always perform better – test it.

For example, run two versions of your app store page: one in English, one localized. Compare downloads, conversion rates, and rankings. With 87% of consumers preferring content in their native language (OneSky, 2024), you’ll often see the localized version win – but data confirms where it matters most.

Monitoring Long-Term Impact

Localization is not a one-time project – it’s an ongoing process. Track performance over months, not just weeks. For example:

• Are users in localized markets upgrading to paid plans faster?
• Are churn rates lower?
• Do lifetime value (LTV) numbers rise compared to English-only users?

A good sign that localization is working is when localized users aren’t just downloading – they’re spending more time and money. In 2024, users spent 4.2 trillion hours in mobile apps worldwide (SensorTower, 2025). The more your app feels native, the bigger your slice of that engagement.

Advanced App Localization Tactics

Once the basics are in place, advanced tactics can take your app from “just translated” to truly global. These approaches help you keep up with fast-moving markets and stand out from competitors.

Continuous Localization for LiveOps

Apps today aren’t static – they’re updated weekly or even daily with new features, events, and offers. That’s where continuous localization comes in: updating translations in real time alongside app updates.

• Example: Mobile games like Clash of Clans and PUBG Mobile localize their seasonal events and in-game promotions across dozens of languages. This keeps users worldwide engaged at the same time.
• The rise of tools supporting this is clear – translation memory usage more than doubled from 2023 to 2024 (Lokalise, 2025).

Localized Marketing Campaigns

TikTok is a prime example: it doesn’t just translate, it creates local challenges, hashtags, and trends tailored to each market. That’s how it quickly went from a niche app to a global giant.

• Tip: Adjust not only the words but also the humor, imagery, and cultural references. What works in the U.S. might not land in Japan or Brazil.

AI and Automation in Localization

AI translation tools have gotten much better, making it possible to scale faster. But AI alone isn’t enough – it needs human review for nuance.

• How it helps: AI can handle the first pass, while human translators polish context and cultural details. This combo is faster and cheaper than humans-only.
• Example: Many SaaS and gaming companies now use AI-driven workflows, where updates are translated instantly and flagged for human review before release.

Personalization by Market

Advanced localization isn’t just “Spanish” or “French” – it’s adapting to regional variations.

Spanish in Mexico differs from Spain; French in Canada differs from France. Apps that personalize to these nuances see better reviews and stronger engagement.

• Example: Netflix doesn’t just translate subtitles; it hires local teams to ensure idioms and slang feel natural for each region.

Case Studies of Successful App Localization

Genshin Impact: A Masterclass in Game Localization

Genshin Impact supports 13 text languages (including English, Traditional and Simplified Chinese, Japanese, Korean, German, French, Spanish, Portuguese, Russian, Indonesian, Thai, Vietnamese) and 4 voice-over languages (English, Chinese, Japanese, Korean).

Powerful Multimodal Localization

The game isn’t just translated in text and audio – it applies multimodal localization by honoring cultural storytelling in dialogue, visuals, and music. This includes dubbing character voices in multiple languages and careful adaptation of culturally loaded elements like names and lore.

Strategic Cultural Launches

Rather than a uniform global rollout, Genshin Impact applied a “one country, one policy” Localization and marketing strategy.

In Japan, for instance, they promoted through arcade screens in Akihabara, partnered with LINE vehicle ads and game magazines, and managed social campaigns that aligned with local gamer culture. Similar region-specific efforts rolled out across other markets, creating resonance and trust.

The result speaks volumes: Genshin Impact reached over 60 million monthly active users, becoming one of the most successful global games thanks to its inclusive localization and promotion strategy

Airbnb: 31 new languages in 3 months

The project combined a hybrid vendor model and strict QA to keep speed and quality high.

Canva: 30M non-English users reached

Canva built localization into its product and content early, then prioritized languages by growth potential.

The result: 30 million non-English-speaking users reached and a playbook for choosing the next language by projected business impact. Canva also reports active localization across 190+ countries with localized campaigns and content.

Revolut: 30+ languages to unlock new segments

Revolut scaled its app to 30+ languages, selecting each new locale based on expected business impact.

A key insight: local languages made the product more appealing to older users who aren’t comfortable with English – evidence that localization can open up entirely new segments.

Nike Run Club: Feature-level localization at scale

Nike Run Club ships in 11 languages across 160+ countries and recently added localized running tips and safety features (share real-time location) tailored to local needs.

This is a good example of going beyond text: local features can improve usefulness and trust in each market.

Booking.com: Localization at massive scale

Booking.com is a classic “localize everything” operation, supporting hundreds of millions of users with a mature localization org and experimentation culture.

Industry analysis highlights ~554 million users served globally – proof that large, data-driven localization programs can scale reliably.

Common App Localization Mistakes to Avoid

Even with the best intentions, many apps stumble when it comes to localization. Here are the most frequent mistakes – and how to avoid them.

Relying on Machine Translation Alone

The result?

Awkward phrasing that feels robotic and unnatural. Always combine automation with human review to ensure the final copy feels natural.

Ignoring Cultural Context

Words aren’t the only thing that matter.

Symbols, colors, and even gestures can carry different meanings in different places. For example, the color white represents purity in some cultures but mourning in others.

Overlooking these details can make your app feel foreign – or worse, offensive.

Overlooking App Store Metadata

Some apps translate their in-app content but leave app store titles, descriptions, or screenshots in English.

This is a huge missed opportunity. Remember that ASO localization has been shown to double downloads in weeks.

Forgetting About Design and Layout

Languages like German tend to be longer, while Arabic and Hebrew read right-to-left. If your layout doesn’t adjust for text expansion or flipping, users end up with broken interfaces. Companies like Slack had to redesign parts of their app to fit German strings – and it paid off in smoother adoption.

Treating Localization as a One-Time Project

Many teams translate their app once and call it a day. But apps change constantly, with new features, updates, and promotions. If you don’t update your translations, users in other markets will quickly feel left out.

Continuous localization tools exist to solve this problem.

Ignoring Regional Variations

Spanish in Spain is not the same as Spanish in Mexico, and French in France is not identical to French in Canada.

Apps that ignore these differences risk alienating users. Netflix, for example, invests in region-specific translations and slang to keep dialogue authentic.

Future of App Localization in 2026 and Beyond

Localization has already proven to be a growth driver, but the way it’s done is changing fast.

AI-Powered Workflows

AI won’t replace human translators, but it’s becoming a powerful assistant. The majority of apps will use AI to handle first drafts of translations instantly.

Humans will still polish the final version, but this mix means faster updates, lower costs, and fewer delays.

Real-Time Localization

Instead of waiting for the next update cycle, real-time localization will let apps update content instantly across all markets.

For live events or promotions, translations could go live at the same moment worldwide. That way, users everywhere feel included.

Global-First App Design

More companies are shifting to a global-first design approach. Rather than building in one language and adapting later, they’ll plan for multiple languages, flexible layouts, and cultural differences from the very beginning.

Personalized Localization

We’ll also see apps going beyond “one translation fits all.” They’ll adapt content to specific dialects, slang, and even personal preferences.

Imagine an app that knows if you’re in Mexico or Spain and automatically uses the right version of Spanish. That level of detail builds stronger trust.

Conclusion

App localization is about creating an experience that feels natural, familiar, and welcoming for every user – no matter where they are.

We’ve seen how localization drives downloads, boosts revenue, and builds long-term loyalty. The numbers don’t lie: 87% of people prefer content in their own language, and companies that invest in localization consistently outperform those that don’t.

But localization is also complex.

It means adapting design, workflows, marketing, and even ongoing LiveOps. Apps like Genshin Impact, Airbnb, and Canva prove that when done right, localization can unlock massive global audiences.

At Udonis, we’ve been helping mobile gaming companies go from small studios to multi-million-dollar businesses. We know that success doesn’t just come from building a great app – it comes from getting that app in front of the right users, in the right way, in the right market.

If you’re ready to expand your app globally, localization plus a strong user acquisition strategy is the winning formula. And we’re here to help you make it happen.

Data Sources

1. Sensor Tower, 2025. State of Mobile 2025
2. Statista 2025. Mobile App Market Data
3. Newzoo, 2025. Global Games Market Report 
4. AppMagic, 2025. Top Mobile Games and Publishers
5. eMarketer, 2025. Mobile Gaming 2025
6. Onesky, 2025. Localization Statistics.