Why starting out with a store page in English-only is a mistake

10 min

April 2, 2026

Author: Vojtěch Schubert, Petr Poláček

Why is it a mistake, even if you intend to implement localization at a later stage?

“We’ll just do it in English; that’s enough for a start.”

In game dev, this is still a very common mindset. And technically speaking, it is enough. But enough for what? You can certainly launch a game only in English. However, there is a massive gulf between “it’s possible to promote and release” and “it’s possible to see your sales truly take off.”

Nowadays, localization is neither a luxury nor an optional extra. It’s one of the most critical ways to avoid throttling your potential audience before they even decide to give your game a chance. This applies not only to the game itself but to the product page (whether on Steam or console stores), the demo, event materials, and every public-facing customer touchpoint. Simply put, localizing your store page and basic marketing materials should be part of your marketing mix from day one.

And yes, you can localize your product page in advance, even for languages that the game itself won’t support initially. In the early stages, it’s all about maximizing your reach.

The numbers don’t lie

Steam itself reports that more than 60% of its users use a language other than English. This alone dispels the myth that English covers the majority of the market. It doesn’t. If we look at the Steam Hardware & Software Survey for January 2026, the picture is even clearer: Simplified Chinese was used by 23.86% of users, while English sat at 37.01%. When you add other major languages into the mix, it’s obvious that Steam has long ceased to be a linguistically homogeneous environment.

This isn’t just a statistical curiosity; it’s a business reality. If a player on Steam cannot understand the short description, the long description, the key features, or the text within screenshots, a barrier is created within the first few seconds. Those are the seconds where a player decides whether to wishlist, click, or buy – or leave.

With tens of thousands of games available, store page localization isn’t a “nice-to-have” detail. It is a fundamental part of how a game communicates its value.

Big studios lead the way

We can see this clearly with successful Czech titles, for example. Kingdom Come: Deliverance II lists 15 supported languages on Steam. Euro Truck Simulator 2 lists 30. Arma Reforger lists 13. This isn’t just for show; it’s a clear signal that studios aiming for global success do not view English as a “one-size-fits-all” solution. For games that are text-heavy, mechanically complex, or intended for a long sales lifecycle, this is even more vital. Language directly impacts a game’s clarity, player trust, and the user’s willingness to immerse themselves in the experience.

Start small, scale smart

Another common misconception is that localization requires an immediate, full translation of the entire game into ten languages. That doesn’t have to be the case. Often, the smartest move is to start specifically on the storefronts (Steam, Microsoft Store, PlayStation Store) by localizing:

  • Short and long descriptions

  • Feature lists

  • Screenshot captions

  • Trailer subtitles

  • The first playable demo

Localizing these elements represents a significantly smaller investment than a full in-game localization, yet it can drastically improve conversion rates right at the start when you need momentum.

A player doesn’t buy your game first; they first buy the feeling that they understand what you’re offering and why they should care.

Setting the stage for success

This is where the real stakes lie in the early phases of a project. Localization needs to be baked into the plan from the beginning, not tacked on when the game is nearly finished. This is doubly true for events like Steam Next Fest. Steam describes Next Fest as a week-long celebration of upcoming games with playable demos. This is where studios often gather their first major wave of wishlists, feedback, and media attention.

If the demo is English-only and the store page isn’t prepared for a non-English audience, a huge chunk of that potential evaporates during the first public showing. By handling localization in advance, you can better prepare strings, store copy, demo builds, and the overall marketing mix.

Localization stops being an afterthought and becomes a core part of your go-to-market strategy.

The human element: context matters

This is where partners like Context Heroes come in. Their role isn’t just to translate text. Their value lies in providing best-practice recommendations and localization management, ensuring that product pages are handled by experienced translators who are native speakers and gamers. They understand not just the language, but the gaming context, the brand tone, and how the text needs to perform in a specific market.

In localization, the "correct" words aren’t enough. It’s crucial that descriptions and feature lists feel natural and persuasive – as if they weren’t translated at all, but written in that language originally.

Beyond the store page

It’s equally important to remember that localization doesn’t end at the store. It includes LQA (Language Quality Assurance) – checking the quality of the localization directly in the game. This ensures correct strings, consistent terminology, readable text lengths, and the elimination of technical bugs that undermine the product’s credibility.

When localization on Steam or elsewhere is done right, it doesn’t just look better. It drives better understanding, higher player trust, stronger conversion from “page visit” to “wishlist” or “Add to cart”, and a deeper connection with communities who see that you’ve considered them from the very start.

This isn’t just a Steam rule, either:

  • Apple notes that App Store metadata can be localized for different regions.

  • Google Play explicitly recommends localizing store listings in all supported languages.

  • Microsoft Store states that product descriptions must be localized for every language you declare.

In other words, the major platforms don’t view language as a bonus; they view it as an integral part of the product and its sales funnel.

The bottom line

The real question today isn’t whether you can release a game or your store product page only in English. Of course you can. The better question is: How much money (and work) are you leaving on the table?

Limited reach. A weaker first impression. Lower relevance in store algorithms. Higher barriers to wishlisting and purchasing.

English is enough to get your game published.

But it is not enough to maximize your reach and sales.

We’ll gladly help you

Do you need to navigate the field of localization more effectively? 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!

Also, don’t miss our article featuring practical tips on what to keep in mind when localizing your store product page.

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