Brand Suitability
Part of Creative localisation for game audiences
Checking that translated game ad copy fits the interaction
Compare translated instructions, reward prompts and button labels with the actions a game ad actually performs.
Check translated game ad copy against what the player can actually do. A correct translation can still give the wrong instruction if a button labelled “continue playing” opens a store, or if wording suggests that an advertiser purchase earns the game’s reward. Review the assembled words in the working creative.
Map each string to an action
At each decision point, list the text shown: opening instruction, choices, feedback, reward prompt, close or skip control and final action. For each, record what the player is likely to expect and what the approved build does.
Include relevant text supplied by the game or ad network, even when the advertiser cannot edit it.
| Text position | Question for the working build |
|---|---|
| Instruction | Does the described gesture or task work? |
| Choice | Are the options and consequences clear? |
| Feedback | Does it describe what happened? |
| Close or skip | Does it produce the expected return or dismissal? |
| Final action | Does its label describe the store, app or page it opens? |
For any booked unit, activate each apparent control and compare the result with its translated label.
Translated Ad Copy vs. Actual Player Action: Key Checks
- InstructionDoes the described gesture or task match what the player can actually do?
- ChoiceAre options and consequences clearly communicated?
- FeedbackDoes feedback accurately describe the outcome of the player’s action?
- Close or SkipDoes the control return the player to the expected state or dismiss the ad?
- Final ActionDoes the label correctly reflect the destination (e.g., store, app, page)?
Check the assembled language and reward prompt
Review complete sentences in their displayed order. Android’s localisation guidance describes pseudolocales that can expose possible message-syntax problems, such as a sentence split into several separately bracketed message units.
If an ad assembles a verb, object and condition from separate strings, inspect the resulting sentence rather than approving each fragment alone.
Keep the game’s reward prompt distinct from the advertiser’s call to action. Compare the translated reward wording with the action and reward presented in the approved build, and verify that the advertiser’s call to action matches the destination it opens.
Benefits and Risks of Automated Translation in Game Ads
- ProsFaster time-to-market for global campaigns; consistent messaging across regions
- ConsRisk of misleading players if translated text doesn’t match actual functionality (e.g., ‘continue playing’ opens a store)
Compare expectation with response
Give the final localised build to someone unfamiliar with the brief. Before each action, ask what they expect; then observe what happens. Record mismatches by screen, string, build and device. Correct the label or behaviour and repeat the affected route.
Approve the translated copy when its instructions, feedback, reward language and destination labels agree with the working build. Recheck after a creative or product update changes an action.
