Is FIGS dead? The new reality of a fading golden standard

Last time, we looked at the ROI of Steam languages (Which languages actually drive ROI on Steam in 2026?). Today, we’re looking at the shifted role of FIGS. For decades, the acronym (French, Italian, German, Spanish) was the staple of game localization. If you were an English-speaking dev, you checked those four boxes, and your work was largely done.

For some time now, the industry’s "compass" has been shifting. If you’re still clinging to a FIGS-first mentality, you’re likely leaving revenue on the table while overspending in markets that have cooled.

So, is the golden standard dead? Not dead – just not golden and not standard anymore.

The new hierarchy

We’re seeing FIGS take a backseat to a "Global-First" approach. On Steam, simplified Chinese (23.86%) and Russian (10.12%) now dwarf the traditional European block. We saw this clearly in the January 2026 Steam Survey – and the numbers are impossible to ignore if you’re looking for ROI.

Keep in mind: the percentages we mention here represent the language distribution on Steam – meaning the Steam client language settings is measured, not necessarily "language demand for your specific game." The survey reflects what language people want to shop in and read about games in. However, these numbers fluctuate monthly, and sometimes heavily so, for example, during the Lunar New Year.

When we look at the highest likelihood of ROI today, we see a clear split in the original FIGS quartet:

• The power pillars (German 2.99% & French 2.42%): Still non-negotiable. Germany remains the backbone of EU sales, and French players have a fierce cultural expectation for high-quality localization.

• The "S" shift (Spanish): European Spanish holds a respectable 4.22% in the January 2026 Steam survey, but the real growth may be in LATAM Spanish (0.68%) for you. Don’t make the mistake of grouping all Spanish speakers together. If you’re building a competitive multiplayer title, LATAM Spanish is your growth engine – but you’ll still need the European version to keep the traditional market happy.

• The Italian question: This is the "I" in FIGS that has felt the most pressure. Falling to 0.64% in January’s Steam Hardware & Software Survey, Italian is now frequently moved to a "second wave" unless the game’s theme specifically resonates with the region.

The rise of the "challenger" languages

English is given, and if FIGS isn’t the automatic first set anymore, what is? The "must-haves" for a day-one launch have expanded:

• Simplified Chinese (23.86%): The market you simply cannot ignore.

• Brazilian Portuguese (3.92%): A sleeping giant for organic community growth that often outperforms every FIGS language except German.

• Russian (10.12%): Despite geopolitical complexities and payment hurdles, it’s a massive source of community growth that most devs can’t afford to skip. And don’t forget – Russian remains a "lingua franca" in the CIS region.

The high-engagement outliers

The most exciting shift is the rise of "regional aces" like Polish (1.68%), Turkish (1.29%), Ukrainian (0.71%), and Czech (0.58%). These languages show a lot of potential, but you have to consider the purchasing power of the population as well.

For example, supporting a language like Czech isn’t just about that 0.58%; it’s about local community loyalty and support. These players are vocal, they welcome every Czech localization with open arms, support devs who support them, and they possess the actual spending power to drive organic recommendations that cut through the noise.

Adaptation is the only standard

The "Golden Standard" of FIGS isn’t dead, but it’s certainly lost its shine. When we look at our clients’ data, we see three factors that matter more than just raw numbers:

• Genre fit: Hardcore sims? Add Czech and German.

• Platform: Mobile-first? Prioritize Brazilian Portuguese and simplified Chinese.

• Monetization: Premium title? Japanese spending power often outweighs volume-heavy markets like Russia or China.

These are just a few angles to consider when launching your video game globally.

The highest ROI localization cheat sheet

Every game is a unique beast, but if you’re looking for the highest ROI for your global launch, FIGS isn’t going to cut it anymore. This is how we’d stack your priority list:

The "day one" essentials

While a barebones set of essential languages might include English, simplified Chinese, Russian, and Brazilian Portuguese, you should aim higher. Skipping these effectively locks your game out of 80% of Steam’s active spending power; consequently, these should be your non-negotiables:

• English (the default)

• Simplified Chinese (the volume king)

• Russian (the visibility engine)

• German & French (the EU revenue anchors)

• Brazilian Portuguese (the community powerhouse)

• European Spanish (the traditionally strong staple)

The performance boosters

Once the core is set, these are the languages that turn a good launch into a global success. These markets have high per-user spending or massive growth potential.

• Japanese & Korean (high spending power, genre-dependent)

• LATAM Spanish (engagement multiplier for multiplayer/mobile)

• Polish (high engagement, vocal PC community)

• Arabic (a rapidly maturing market with high ARPU)

The community hooks

These might have lower raw volume, but they offer the highest "loyalty ROI." Localizing here often results in your game becoming a "cult hit" in these regions.

• Turkish & Ukrainian (high growth, very loyal fans)

• Czech (the "regional ace" for hardcore/sim titles)

• Italian (the boutique choice for specific themes)

• Traditional Chinese (essential for the HK/Taiwan markets)

More languages are highly recommended as well, and you should get your guidance from the regional demand, your community, genre fit, and – of course – your budget.

What’s next?

Are you planning to conquer new markets? We’ll be happy to take a look at your game, your genre, and your goals. We can design a tailored localization strategy that makes sense both technically and financially. Let us know!