The Brazilian game market is the 5th largest in the world. Brazil accounts for one of the biggest game revenue shares in Latin America with an annual growth of 7,6 %. To penetrate the Brazilian game market and get a piece of the market share, game localization is key. You need to enter the Brazilian game market, then attract and retain those Brazilian gamers. Brazil is a country with a strong cultural and historical heritage, and relatively low English proficiency. Because of this, game localization into Brazilian Portuguese is a good investment. Are you thinking of reusing your Portuguese translation? Don’t. You’ll learn why in a minute.
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What type of games do well in Brazil?

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Brazilians have a long tradition of playing games. Before internet gaming, playing cards, board games and bingo was a neat way of spending some time together. The tradition of combining joy with competition is one explanation of why the video game industry is growing incredibly fast in Brazil. Games aimed at the Brazilian game market need to have a good story. Adventure games, action games and car racing are the most popular genres, but, as it is Brazil, soccer games are always a winner.

The Market

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Brazilian gamers are willing to download paid games. In the past Brazil has dealt with problems like piracy, and the game industry with high tax burdens. Much has changed. The Brazilian console production has released some of the tax burden, followed by a growing game industry and desire for entertainment. From being a game country where most gamers download free to play games, 35,4 % of the video games players paid for the games. Most Brazilian gamers play on their smartphones. 82 % prefer the mobile phone, 71 % PC and 56 % console. Android is by far the most popular operating system in Brazil. 75 % of all games are played on an Android. iOS has 11 % of the market and Windows 7 %. 75 % of smartphone gamers only download free games.

Steam

71 % of Brazilian gamers are PC players. The last year this segment has increased by 17 % and shows no signs of slowing down in the near future. Excluding English, Brazilian Portuguese is the 5th largest language on Steam which makes Brazilian Portuguese a good choice when choosing languages to translate a Steam game into.
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The Necessity of Localization in Brazil

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Brazil’s game industry is growing. According to App Annie, when it comes to downloads, Brazil is the largest BRIC country for Google Play; only the United States download more. The English proficiency is however relatively low in Brazil. Only 11 % communicate in English. As access to the internet grows, many children and young adults play video games. A large market, increasing incomes, and a growing technical infrastructure will give a translation into Brazilian Portuguese a potentially high return on investment.

Why not just Portuguese?

The distance between Europe and Latin America isn’t just the geographical split created by a huge ocean; the cultural, historical and modern heritage differs, and with this the evolution of a language into two different variants. The language differences between Brazilian Portuguese and European Portuguese are essential: some words are spelled differently, Brazilians make verbs out of nouns or condense expressions and many words aren’t the same.

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Brazilian Portuguese has also incorporated throughout the time words from African and Native American origins in the vocabulary. The difference is vital. To make a game appeal to Brazilian gamers and to give them the same experience as the original version, it needs to be localized into Brazilian Portuguese. This is even more important if you are aiming the game at younger people or children.

When translating from English into Brazilian Portuguese the words get wider. Leave enough room to allow space for long translations when designing your game. There are also several accented letters in Brazilian and European Portuguese. Before localizing make sure your game has international character encoding (UTF-8) and accepts frequently used letters like ê and ô.


Conclusion

The Brazilian game market will continue to grow annually by 12,4 % and requirements to entering the market have relaxed. The Brazilian games market is relatively new and the potential to break through is high. But to achieve high downloads and access the wider population you need to localize your game into Brazilian Portuguese. Want to know what a translation costs? Click here to receive a price list.