[For more diverse corporate information on startups, you can view it at Unicorn Factory's Big Data Platform 'Data Lab'.]
"In Southeast Asia, purchasing power, culture, religion, and the timing of concentrated consumption differ by country. Simply translating language does not constitute localization."
Desmond Wong, CEO of Singapore-based game developer The Gentlebros, met with Korean startups at the '2026 Startup Emergence Trip' held on the 16th (local time) and stated, "The key to entering the Southeast Asian market is 'thorough market understanding.'"
The Gentlebros developed the open-world action role-playing game (RPG) series 'Cat Quest.' The latest title, 'Cat Quest III,' was nominated for the Family Game category at last year's British Academy Games Awards (BAFTA Games Awards), standing shoulder to shoulder with works from major companies like PlayStation.
CEO Wong emphasized that when Korean startups enter the Southeast Asian market, localization should not be limited to text translation alone. He explained that product development must reflect the devices primarily used by local users and their consumption patterns from the early stages of development.
He said, "In Southeast Asia, many users enjoy games on mobile devices," adding, "Cat Quest was designed from the start to be easily controlled on mobile while also providing sufficient depth on PlayStation, Xbox, and PC."
He noted that adapting in-game expressions to fit local culture is also important. 'Cat Quest' frequently features English puns related to cats, such as 'paw-some' and 'purr-fect.' He warned that simply translating these literally could cause the original humor and meaning to disappear.
CEO Wong stated, "We needed a localization partner who could recreate the meaning and fun of wordplay in each language rather than translating words verbatim," adding, "Finding a good localization partner is very important."
Characters and graphics were designed to avoid bias toward any specific cultural region. By finding a middle ground between Japanese anime and American cartoons, they created an art style unique to Cat Quest that is familiar to global users alike.
CEO Wong remarked, "Singapore offers a unique environment where Eastern and Western content can be accessed almost equally," adding, "This cultural background helped in creating games that appeal to international users without leaning too far to one side."
He emphasized the importance of approaching the Southeast Asian market by segmenting it. For instance, while spending increases around Christmas and Lunar New Year in Singapore, Ramadan is the most important shopping season in Indonesia and Malaysia.
CEO Wong said, "It is effective to align release dates, discounts, and live service schedules by understanding each country's festivals and cultural events." He added, "In the case of Cat Quest, we leveraged the fact that it is a game featuring cats by holding discount events tailored to 'Cat Day' in each country."
Prices were also adjusted according to purchasing power in each country. He stated, "In Southeast Asia, game prices are set separately at levels more acceptable to users," adding, "It is better to secure users even by lowering prices than to have no sales at all."
He also offered advice on setting a clear target audience. CEO Wong said, "Users responded that parents and children playing the game for the first time enjoyed Cat Quest together," adding, "Reflecting this, we strengthened the identity of 'a game for families to enjoy together' with each iteration of the series."
He continued, "We did not explicitly define the family customer group from the start, but we adjusted the product while observing user responses," adding, "Trying to satisfy everyone can ultimately result in a product that feels special to no one."
He then emphasized, "The Southeast Asian market is not a single market that can be conquered with one approach. One must first focus on understanding users' purchasing power, platforms used, and cultural context while creating good products."
[MoneyToday startup media platform 'Unicorn Factory']
in FUTURE
