Find success for apps and games in the Middle East and North Africa
Best practices and localization strategies to reach more users
According to the World Bank, The Middle East and North Africa (MENA) region spans over 16 countries and includes around 400 million people, all with a common culture, media, and language (Arabic). 60% of the population is under the age of 25. The region can be split between affluent and fast-growing markets such as Saudi Arabia and the United Arab Emirates, and countries with a large user base at an early stage of monetization such as Egypt and Iraq.
Let’s take a closer look at 7 key factors that can help your app or game find success in MENA.
1. Launch in popular game and app categories
Games
Consider launching in the region’s top game categories:
- Strategy: This is the top-grossing genre in MENA and one that’s seen the biggest investment by global developers. Most of the top strategy games are localized to Arabic.
- Action: These games experienced strong growth in 2018 and, with the genre always evolving, are unlikely to slow down soon.
- RPG: Although this remains a top category in MENA, growth has stagnated due to a lack of high-quality localization- owing largely to games not meeting the region’s storage and device requirements. This opens up great opportunities for developers who employ more appropriate localization strategies.
- Casual: This is the region’s top-performing genre by downloads, and a frontrunner in terms of spend. Typically, casual games require minimal localization efforts as this category tends to have less text content and players would already have an understanding of the general game flow.
Apps
Top-performing genres in the region include media and entertainment, social and communication, shopping, and photography. In recent years, app subscriptions have grown in popularity due to the increase in music streaming services. The region has also witnessed a surge in tech startups offering goods delivery services.
2. Localize your pricing
Price points
While some MENA countries (particularly Saudi Arabia) have a strong representation of high-value users, developers should also consider catering to the larger audiences (in Egypt, for example) with a low ability or willingness to pay. Both the Saudi Riyal (SAR or رس) and United Arab Emirates Dirham (AED or د.إ) are pegged to the dollar, and sub-dollar pricing is available in Saudia Arabia and Egypt.
Subscriptions
Monthly subscriptions are the most popular, with developers offering incentives to upgrade to annual. There is significant reliance on carrier billing among users (with many people on prepaid plans) so it’s essential to implement features such as an ‘account hold’ or grace period.
3. Optimize for high-end and low-end devices
Device types vary by country. In the Gulf Cooperation Council (GCC) countries, devices tend to be dominated by high-end and low-end models, rather than mid-range ones. While demand is high for the latest top-spec devices in the GCC, this is balanced by a large blue-collar population using lower spec products. Outside the GCC, devices are mostly mid-end and low-end. As such, in-app data use and APK (Android Package Kit) size should be minimized, and developers should allow for reduced performance.
See this guide for details on how to reduce your app’s APK size.
4. Revise your language and tone
A mix of translation and transliteration could be beneficial when it comes to localizing your game to Arabic text.
For example, a direct translation of “Dead Warfare: Zombie Shooting” is the very awkward “حرب الموت: إطلاق النار على الأحياء الأموات “ (literally “War of Death: Shooting the Living Dead”). It would be more appropriate to the game’s title to use “حرب الموتى: قتل الزومبي” that translates to “The war of the dead: killing zombies”. “Zombies” was transliterated instead of translated to “الأحياء الأموات” as Zombie is a common word in the MENA region due to Zombie-themed TV shows.
Bear in mind though, while transliterating commonly-used words in the region can work well, it can occasionally be confusing. For example, the transliteration of “Dead Warfare: Zombie Shooting” is “ديد وارفار غيبوبة”, which makes no sense in Arabic.
To ensure your app or game is localized correctly and makes sense to regional users, consider hiring a native Arabic translator.
5. Consider your font, layout, and user interface
Language style
Although people across MENA speak different variations of Arabic, formal Arabic is understood by the majority of users. Many users also understand basic English terms like “Start”, ”Play” and “Continue”, but won’t comprehend more complex phrases. The majority of users are familiar with English numbers, so these don’t need to be translated.
Formatting
Arabic text flows right to left. For example, ”مازن” is read from right to left, but if the incorrect Arabic formatting was used the word would appear as “نزام”. To form meaningful words, letters should also be joined where required. For example, “م ا ز ن ” should be written ”مازن”, otherwise the letters are read individually and the text doesn’t make sense.
Example: Arabic text not following the correct formatting. In the image below, the text is written from left to right, which doesn’t make any sense in Arabic.
User interface and layout
Arabic words and phrases tend to be longer than English, so be aware that your translated text might not fit. You may have to be creative and come up with contextually-relevant alternative translations.
Example: Arabic text overflowing and not fitting the UI.
6. Adapt to cultural nuances
General tips
While countries in MENA all share the same language and mostly follow the same religion, their complex mix of cultures means they vary significantly. It can, therefore, be challenging for developers to know what will work well, and be accepted, across the region.
Slang
While official Arabic works well for app or game navigation, using Arabic slang in your UI and promotional material will help your product feel more relevant to users in the region. Arabic slang is prevalent within the entertainment sector and understood by most people — especially in Egypt, Syria, and Lebanon where its use is commonplace.
Busy seasons
Along with the usual global holidays, the MENA region also celebrates Ramadan, Eid Al Fitr, Eid Al Adha, and Coptic Christmas. Consider running special campaigns and offers around these times to generate more interest and downloads.
Remember that, while some countries such as the UAE or Lebanon are multilingual, most MENA countries have a strong preference for Arabic. It is therefore important that you localize your communications and assets to Arabic.
7. Adapt your user acquisition strategy
Whichever channels you rely on to acquire more users, you should also focus on building a community around your app or game. Given the social nature of the region, word-of-mouth and referrals continue to be strong drivers of adoption.
‘Featuring’ is available in Google Play in MENA, but achieving a top 5 spot in Google Play’s ‘New + Updated’ section requires Arabic localization. In Saudi Arabia, the ‘Highlights row’ can be used, with in-stream banners available in the rest of the region.
Final words
MENA is culturally and economically diverse but linked by a common language, Arabic. Formal Arabic will enable you to address users throughout the region, however, adopting Arabic slang for countries such as Egypt, Syria, and Lebanon can help make your app or game seem more locally relevant.
When translating to Arabic remember that it’s written right to left and Arabic phrases are often longer than English. Also, consider mixing direct translation and transliteration. Generally, English numbers don’t need translating.
Economic diversity in the region means you should consider local pricing including sub-dollar pricing, which is available in selected countries. You are also likely to encounter a large audience using low-end devices, so optimizing for minimal APK size and data use is essential.
Word-of-mouth and referrals continue to be strong drivers of adoption in MENA so building a community around your product can be beneficial. You should also be prepared to take advantage of promotional opportunities around Ramadan, Eid Al Fitr, Eid Al Adha, and Coptic Christmas in addition to global holidays.
What do you think?
Do you have thoughts on launching apps and games in the MENA region? 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.