Success Through Localization: A Look Into the Japanese Version of State of Survival

Key insights

6 slides

Initial struggle

The global version of State of Survival struggled in the Japanese market.

The game ranked between 300 and 500 on the iOS top-grossing charts.

Tailored content

Exclusive Japanese characters and narrative adjustments enhanced local appeal.

Two exclusive heroes, Kaya and Nanami, were introduced with custom cutscenes and traditional music. The early narrative shifted to prioritize these local characters.

Cultural fit. Localization strategy featured two exclusive Japanese heroes—Kaya and Nanami—complete with custom introductory cutscenes and traditional musical scores.

Marketing and events

Localized marketing and live events sustained engagement in the Japanese market.

A pre-registration campaign garnered over 600,000 sign-ups, supported by a TV commercial with a prominent Japanese actor. Post-launch, Japan-themed live events were introduced.

Engaging audience. The localized launch was supported by a pre-registration campaign that attracted over 600,000 sign-ups and utilized high-profile marketing.

Performance boost

The localized Japanese version significantly improved market performance.

The new version quickly entered the top 100 grossing titles on the Japanese iOS market. It more than doubled the revenue of its predecessor.

It's like a product that was ignored on the shelf suddenly flying off after a new label and targeted advertising.

Revenue growth. The Japanese version achieved a top 100 grossing rank on the Japanese iOS market, more than doubling the revenue performance of the previous global version.

Top 100

Grossing rank on the Japanese iOS market for the localized version.

Previous global version rank: 300–500

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Summary

The successful relaunch of the 4X strategy game State of Survival in Japan demonstrates the critical impact of localized content on mobile game performance. After the global version struggled in the Japanese market, ranking between 300 and 500 on the iOS top-grossing charts, the developer discontinued it in June 2021 to launch a dedicated Japanese version in August. This strategic pivot resulted in a significant performance boost, with the new version quickly entering the top 100 grossing titles and more than doubling the revenue of its predecessor.

The localization strategy focused on cultural resonance rather than fundamental gameplay changes. While the core feature set remained nearly identical to the global version, the developer implemented visual updates, including a modernized user interface and refreshed settlement graphics. To further appeal to local preferences, the game introduced two exclusive Japanese characters, Kaya and Nanami, complete with custom introductory cutscenes and traditional musical scores. Additionally, the integration of professional Japanese voice acting and the adjustment of the early narrative to prioritize these local characters helped create a more familiar experience for the target audience.

Marketing efforts were equally localized, utilizing a pre-registration campaign that attracted over 600,000 sign-ups and a television commercial featuring a prominent Japanese actor. Post-launch, the game maintained engagement through Japan-themed live events, such as the Tokyo Crisis Battle Pass and a celebrity-led cosplay contest. By aligning visual aesthetics, narrative elements, and marketing tactics with local cultural triggers, the game successfully established a strong foothold in the competitive Japanese mobile market, proving that tailored localization is a primary driver for international growth.