Game localization: A comparative case study of PlayerUnknown’s Battlegrounds (PUBG Mobile) in India and China

PlayerUnknown’s Battlegrounds (PUBG), created by Krafton and Microsoft in 2017, is a battle royale game that blends last-man-standing gameplay with scavenging, survival and exploration elements. While the Indian Government banned PUBG Mobile in 2021 citing national security reasons, PUBG India Private Limited was incorporated to adapt to the legal requirements. In 2019, in China, the game developers rescinded the game to adapt to the content restriction regulations and then re-released the game under a different name. Game localization refers to modifying the game software or hardware for specific jurisdictions based on local needs. The article investigates whether game localization for legal compliance occurred in India and China. These two examples of game localization highlight companies’ interest in localizing their games to enter and retain market share. This article uses a conceptual research methodology to analyze game localization and a comparative methodology to compare game localization strategies in India and China in light of governmental regulation.