Written by Yuting (Erin) Zhang | Special Guest: Yelena Proskurin
In our last article, we explored the evolving dynamics of globalization and localization in today’s gaming industry. As games pursue global success in different ways, marketing continues to play a vital role in connecting with international audiences. Even the best games risk being overlooked without strong marketing efforts to connect with international players. And localization plays a crucial role in that process.
However, game companies take different approaches to marketing. Some large studios have in-house localization teams to handle marketing localization, some work with LSPs, while others rely on strong regional teams in target markets. In this article, we’re excited to welcome Professor Yelena Proskurin to share her insights on the role of localization in global marketing, both within the gaming industry and beyond.
The Visibility of Localization
ROAR:
Generally speaking, in your point of view, how visible is localization across global companies (gaming and beyond)? And how visible should it be?
Yelena:
I feel that localization is very visible—and it should be visible in the company.
Ideally, the whole point of localization is for users to believe and feel that the content was created just for them. They probably don’t even know what localization is—and they really shouldn’t. So to them, if localization is done well, it does look and feel invisible.
But for internal teams, localization shouldn’t be invisible. The more invisible we are, the worse the localization ends up being. We get forgotten, and we don’t participate in the content creation process. So to the customer, localization should feel invisible. But internally, it should be the loudest team in the company. Because for it to seem invisible to the user, it needs to be a top-priority team behind the scenes. Localization absolutely needs to be seen, heard, and recognized within the company.
Localization Talents Are Still Needed on the Client Side
ROAR:
Nowadays, we’re also seeing some companies hire local marketing or branding professionals to create and adapt marketing content for specific regions. When companies already have regional marketing teams in place, do they still need localization professionals?
Yelena:
I’m definitely seeing more companies hiring local marketing agencies to create content directly on the ground in those countries. And to our users, that is localization. That’s great, because if we think about user experience, the best possible experience is when the product or marketing ad isn’t just adapted to “feel like“ it was made for them—it actually was made for them. From a user perspective, that’s exactly what we want to aim for.
And how this will impact localization teams—we’re not entirely sure yet, because it’s still a very expensive solution. So it’s not going to replace localization teams anytime soon. Only the largest companies, and maybe just for one campaign a year, can afford something like that.
ROAR:
What about smaller studios or indie developers? I spoke with a few indie developers at GDC and asked how they handle localization. Some told me that since their team is small, they rely on internal developers who speak different languages to translate their game and marketing assets. Is that a common approach for indie games or smaller game companies?
Yelena:
I think so. That’s common not just in games but across the tech industry in general. They have to prioritize their budget—and engineers are expensive. So they tend to prioritize hiring higher-caliber engineers instead of bringing in a professional linguist. But if engineers end up translating, quality isn’t always guaranteed. Many also rely on machine translation with little post-editing. After all, they’re developers, not linguists. In these cases, localization is more of a checkbox—“We’ve got the game in another language.” But to improve quality as they grow, they will still need localization professionals.
Beyond Localization: Breaking into Marketing, Tech, and Other Roles
ROAR:
When looking at job postings from some large game companies, it’s common to see them hiring marketing talent across various regional markets, but listing few roles clearly labeled as “localization”. Sometimes there’s just one senior position, or none at all. How do you interpret this? Does it make it harder for localization graduates to break into their dream companies?
Yelena:
Not at all. In fact, I think this is one of the best things happening in our industry right now. This might sound strange, but it’s actually a missed opportunity when localization graduates limit themselves to traditional localization roles. That’s not to say the path isn’t valid—it absolutely is. But when a localizer works in localization, we already know the challenges: needing more time, pushing for best practices, and constantly trying to educate stakeholders. They sound obvious to us but are hard to do in practice.
So what’s another path? Get a localization degree, then go work in marketing—or on the stakeholder side in general. That’s how localization truly becomes visible. When someone in marketing understands the value of localization and its workflow, they can plan accordingly. That’s the path I took at WhatsApp. My main goal was to gain experience in localization and then move into marketing. Once I started creating content, I knew how to build localization into the timeline—if a video needed three weeks to localize, I gave it six. The same goes for technical writing—if you understand localization, you naturally write with international audiences in mind.
So I think this is a beautiful phenomenon and something that our graduates should be thinking about doing.
ROAR:
And maybe even programming as well?
Yelena:
Even better. Then strings are written with internationalization best practices from the start.
Standing Out Without an MBA: Competing with Confidence as a Localization Graduate
ROAR:
So we can bring more value to global companies beyond just language expertise and project management skills and break into more roles than we thought possible. But some students might wonder, how can I compete with candidates who have an MBA or a degree in marketing or computer science?
Yelena:
That’s always been the case—and it won’t change. It’s just about getting lucky, finding the right company for you, and showing them why you’re the right fit during the interviews. It’s just a matter of applying, not being afraid, and having those conversations confidently.
What makes you qualified to apply for a marketing role? You took a marketing class at MIIS, but what really sets you apart is your global perspective. Others may have an MBA, but you know the international user. That MBA might teach them how to market to the U.S.—you know how to market to the rest of the world, which is a much bigger part of the map.
ROAR:
Any practical advice on how we can stand out when applying for roles like marketing, sales, or tech—especially if we don’t have a directly related background? How can we present ourselves well in interviews?
Yelena:
Yes. Explain to yourself why that role makes sense. Maybe don’t aim for a senior marketing position right away—start with a junior role where you can grow and get trained. When you’re asked, “You don’t have a marketing background—you’re in localization. Why do you think you’re qualified?”—you need to have already thought that through. If you can answer honestly and with passion, you might show the company a need they didn’t even realize they had. You could turn out to be exactly who they were looking for.
ROAR:
Any other final thoughts or bonus advice for TLM students?
Yelena:
Yes. You mentioned going to GDC and meeting indie game developers. If you know a studio will be there, check out their games in advance and note areas where localization could improve. So when they say their engineers handle translation, you can pull out the list and point those out to them. That’s how you demonstrate your value. And they will then be more interested in talking to you, and that conversation might even lead to a job interview.
Another common question I hear—especially now with recent layoffs—is, “How can I compete as a fresh grad against experienced professionals who’ve just been laid off?” The truth is, you’re actually in a great position. Many companies are looking for someone with a fresh perspective. Since they’ll need to train new hires on internal tools and processes anyway, they’d much rather invest in someone open-minded and genuinely excited to grow, than in someone set in their ways or treating the job as a backup plan.
Thank you for reading to the end of this insightful conversation with Professor Yelena. As she reminded us, localization is more than a function—it’s a mindset. The job titles may vary, but the impact is real. Stay curious, stay confident, and never hesitate to make your voice heard!
Another article recommended by Professor Yelena: Your Retention Marketer Is Hiding in Localization by Cody C. on LinkedIn.