{"id":139922,"date":"2026-03-25T09:30:11","date_gmt":"2026-03-25T08:30:11","guid":{"rendered":"https:\/\/phrase.com\/customers\/que-necesita-37games-para-tener-enganchados-a-millones-de-jugadores-de-todo-el-mundo\/"},"modified":"2026-09-04T15:59:48","modified_gmt":"2026-09-04T13:59:48","slug":"37games","status":"publish","type":"case-study","link":"https:\/\/phrase.com\/es\/customers\/37games\/","title":{"rendered":"Qu\u00e9 necesita 37Games para tener enganchados a millones de jugadores de todo el mundo"},"content":{"rendered":"\n
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37 InteractiveEntertainment<\/a> is a leading cultural export enterprise listed on the Shenzhen Stock Exchange. Through its publishing arm, 37Games<\/strong>,<\/a> the company operates a global portfolio of successful games, including Puzzles & Survival<\/em>, Trading Legend<\/em>, and Soul Land: Showdown<\/em>, reaching players in more than 200 countries and regions.<\/strong><\/p>\n\n\n\n

Global reach is only part of the story. 37Games measures success by how players experience its games. Titles are adapted to reflect local narratives, interfaces, and player expectations so experiences feel consistent and immersive across markets.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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CHALLENGE <\/h2>\n\n\n\n

Designing global games that feel local to every player<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n

As 37Games expanded internationally, the demands of live-service gaming intensified. Content updates needed to be delivered continuously across multiple languages, often under tight timelines tied to seasonal events, balance changes, and urgent fixes.<\/p>\n\n\n\n

Content was managed through spreadsheets, shared documents, and chat groups. Over time, this approach became unsustainable. File versions conflicted, translation memory and terminology were fragmented, and project managers lacked real-time visibility. Manual coordination slowed delivery and increased risk. \u201cOur multilingual content could not keep up with the speed the market demanded, and that was limiting our ability to grow,\u00bb<\/em><\/strong> advised Xin Gu, 37Games’ Localization Director.<\/p>\n\n\n\n

Delays affected development schedules, slowed expansion into new markets, and created content lag for players, undermining the experience 37Games was known for delivering.<\/p>\n<\/div>\n<\/div>\n\n

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\u201cGlobal success in gaming is not about releasing the same product everywhere. It is about making every player feel the game was created for them, in their language, in their culture, on their terms.\u00bb<\/em><\/strong><\/em><\/em><\/strong><\/p>\n\n\n\n

\"\"<\/figure>\nXin Gu,<\/em><\/em><\/strong> Localization Director, 37Games<\/em><\/cite><\/blockquote>\n<\/div>\n\n
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SOLUTION<\/p>\n\n\n\n

Building a scalable content delivery engine for live-service games<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n

To support rapid global growth and the demands of live-service delivery, 37Games rebuilt how multilingual content is produced and delivered. The goal was not to translate faster in isolation, but to create a system that could reliably support player expectations for speed, consistency, and quality at scale. The Phrase Platform<\/strong><\/a> became the foundation for this new operating model.<\/p>\n\n\n\n

Key elements of the solution includ<\/strong>e:<\/p>\n\n\n\n

Phrase TMS<\/strong><\/a>: <\/strong>Game text, UI strings, and live ops updates now move through one coordinated workflow, reducing delays and last-minute fixes as content is released globally.<\/p>\n\n\n\n

Translation Memory and Terminology Base: <\/strong>Centralized language assets ensure characters, gameplay terms, and narrative elements remain aligned across titles and updates, helping players stay immersed as games evolve.<\/p>\n\n\n\n

Built-in version control: <\/strong>Phrase automatically manages content changes and reuses approved translations, shortening update cycles and reducing rework during development and live operations.<\/p>\n\n\n\n

Automated workflows: <\/strong>Workflow automation removes routine handoffs and status chasing, allowing teams to manage higher volumes without increasing overhead.<\/p>\n\n\n\n

Automated QA checks: <\/strong>Quality checks identify terminology, formatting, and placeholder issues early, reducing errors that can disrupt gameplay once content goes live.<\/p>\n\n\n\n

Phrase Orchestrator<\/strong><\/a>: <\/strong>Project analysis and quoting are automated, helping localization start sooner and keeping releases on schedule.<\/p>\n\n\n\n

Advanced Analytics<\/strong><\/a>: <\/strong>Real-time visibility into progress, capacity, and cost supports better planning and more predictable delivery.<\/p>\n<\/div>\n\n\n\n

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\u201cPhrase completely changed the way we operate. Removing the chaos of manual content processes, giving us the ability to scale quickly while keeping the player experience at the center of everything we do.\u201d<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/em><\/strong><\/p>\n\n\n\n

\"\"<\/figure>\nXin Gu,<\/em><\/em><\/strong> Localization Director, 37Games<\/em><\/cite><\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n
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STATS & FACTS<\/h2>\n\n\n\n
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40%<\/p>\n\n\n\n

faster content delivery<\/strong>, enabling updates and live events to reach players sooner<\/p>\n<\/div>\n<\/div>\n\n\n\n

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30%<\/p>\n\n\n\n

reduction in localization costs<\/strong>, driven by automation and reuse<\/p>\n<\/div>\n<\/div>\n\n\n\n

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80%<\/p>\n\n\n\n

more language coverage<\/strong>, opening access to new player communities<\/p>\n<\/div>\n<\/div>\n\n\n\n

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~40m<\/strong><\/p>\n\n\n\n

words a year, <\/strong>an increase in volume without additional headcount<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

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\u201cPlayers notice when their concerns are addressed quickly and in their own language, and Phrase makes that possible at scale. That responsiveness builds trust, and trust is what drives long-term loyalty.\u201d<\/em><\/strong><\/strong><\/em><\/p>\n\n\n\n

\"\"<\/figure>\nXin Gu,<\/em><\/em><\/strong> Localization Director, 37Games<\/em><\/cite><\/blockquote>\n<\/div>\n<\/div>\n\n\n\n
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THE IMPACT<\/p>\n\n\n\n

A scalable, flexible partner focused on customer needs<\/strong><\/strong><\/strong><\/p>\n\n\n\n

For players, the impact is immediate. Updates roll out closer to global launch schedules, live events are coordinated across regions, and in-game language remains consistent as titles evolve.<\/p>\n\n\n\n

Those experience improvements are supported by clear business results:<\/p>\n\n\n\n