Angry Birds – a great localization example
While getting buzz going on the global market might be too big of a first step for many companies, getting the corner on a smaller market presents a more manageable first objective. Getting top page-rank on Google for some of the most popular English terms may be a very expensive and long-term project that is not practical to start with. Instead, many are finding smaller markets in which it is easier to get a sizable market-share or page rank and concentrate on these markets via localization companies.
One example of this strategy is the world’s viral-crazed video game, Angry Birds. The Finish company that produced the game, Rovio, used smaller markets such as Finland and Czech Republic as well as Norway, Denmark and Sweden, to gain top ranking and to show the game’s potential for profits. This gave them leverage to make deals with the big players like Apple (iOS) and Google (Android) which soon saw their game make it to number one.