5 tips to launch your app or game in the UK
Discover best practices and app localisation strategies to reach more users in the United Kingdom.
With relatively high smartphone penetration and household incomes, the UK is a key market for many game and app developers. In fact, it’s consistently one of the top countries by consumer spend on gaming, with almost half of all men and women playing games on their mobiles (newzoo). A bonus from translating your app or game into English is that you’re then ready to roll it out across the world’s other English-speaking markets.
Let’s take a look at 5 key factors that can help your app or game find success in the United Kingdom.
1. Launch in popular game and app categories
Games — top genres
Based on monthly active users (MAU) reported by Google Play, the top 3 game genres in the UK are casual, puzzle, and arcade although interestingly in 2019 arcade games dropped from 1st to 3rd position. Following closely in terms of MAU are action, simulation, and sports games. These latter 3 genres are growing steady and could easily break into the top 3. However, puzzle games saw the best growth in 2019, making most of his gains in the second half of the year.
In terms of consumer spend, casual games were the top performers and showed the greatest growth. This growth saw casual games generating In terms of consumer spend, casual games performed best and showed the highest growth. Second place was taken by strategy games with RPG in the 3rd position. Overall, aside from casual, revenue in other genres remained flat in 2019.
Apps — top genres
Social apps (including dating) are topping the Google Play charts in the UK in terms of MAU if we exclude communication, tools, and productivity apps. Entertainment overtook photography as the 2nd genre, and has the potential to take the top spot if it continues to grow as it did in 2019. Video players and editors and shopping are very close to the top 3, with shopping apps seeing a 40% increase in MAU in 2019.
In terms of consumer spend, productivity tools took the top spot. Lifestyle apps started the year as #1 but finished in second spot as spend decreased through the year. Third place was taken by health and fitness apps.
2. Localize your pricing
Currency
The UK’s official currency is the Pound Sterling (GBP). It’s also known as the British Pound, Sterling, Pound, or quid (informal). One British pound (£) is equivalent to 100 pence (p).
Some currency do’s and don’ts
Always use the pound sterling ‘£’ symbol throughout your game, app, or in-app store. Many developers mistakenly display prices in Euros (€) or Dollars ($).
Example: In-app purchases are listed using $, implying USD
Example: In-app purchases are listed using the correct local pricing
3. Revise your language and tone
Be aware of the subtle differences between American and British spelling, punctuation, pricing, date formats, measurements, terminology, and alike. When working on apps or games for use in both markets, use the appropriate version of English. Where this isn’t possible use American English, which is well-tolerated in Britain. However, when targeting a word-based puzzle game, such as crosswords or word searches, the UK always uses British English.
4. Adapt to cultural and local nuances
Although British and American English are almost identical, there are notable differences when it comes to culture. For example, the UK doesn’t celebrate Thanksgiving, so replicating your big seasonal campaign there would probably miss the mark.
Music, TV, and sporting trends are also quite different. Comedy is a good example: when “The Office” was re-created for US television it had a very different tone to suit US audiences.
And in sport, football in the UK is known as soccer in the US, while American football is another game entirely.
Below is a good example of how to adapt your title to the UK and global markets:
Another misconception about the UK is that it’s only one country, or part of mainland Europe. The UK comprises four countries: England, Scotland, Wales, and Northern Ireland.
This is especially important to note when developing apps or games related to sport. For example, in Formula 1 the local event is the British Grand Prix and teams, such as Williams or McLaren, referred to as British Formula 1 teams despite the fact that the event and teams are based in England. By contrast, football teams belong to 1 of the 4 countries, for example Liverpool is an English football club.
One last thing: the British Isles includes islands such as the Isle of Man and Ireland, which contains the Republic of Ireland. These are not part of the United Kingdom.
5. Adapt your user acquisition strategy
With one of the largest digital ads and eCommerce markets in Western Europe, there’s no shortage of ways to reach and engage new UK users online. For example, the country is among the top 5 users of social media in Europe, making viral marketing through social platforms an especially effective route. The UK also has one of the highest YouTube consumption rates in the world.
Final thoughts
Particularly when part of a strategy to address English-speaking markets worldwide, perhaps the greatest challenges in addressing the UK market is language and cultural norms.
There are significant differences between British and American English. To ensure your app or game looks as though was intended for the UK market, these differences need to be accommodated. In addition to spelling, references to sports and British compared to English, Scottish, Welsh and Irish should be made with care. Similarly, make sure the pricing is always in pounds sterling (£).
When it comes to marketing, a digital approach can work well both through advertising and social media. YouTube is also a promising platform for spreading the word about your app or game in the UK.
What do you think?
Do you have thoughts on launching apps and games in the UK? Let us know in the comments below or tweet using #AskPlayDev and we’ll reply from @GooglePlayDev, where we regularly share news and tips on how to be successful on Google Play.