Gaming Platform Increased Active Regional Users by 22% in Six Months Using Machine Translation
About the Customer
We worked with a fast-expanding gaming platform that had already built a strong presence in India’s metro cities. With constant growth, they planned to expand into Tier-2 and Tier-3 regions as their user base grew. In these areas, many new players were interested in the product but found it challenging to use because the experience was almost entirely in English.
Challenge
As the platform expanded, a few issues kept arising in day-to-day work.
New users often got stuck during onboarding because everything from the first screen to the final confirmation was written only in English. For many, this meant guessing their way through the process, and quite a few simply dropped off.
Another concern came from the legal side. Policies and disclaimers were theoretically valid, but they weren't often clear to people who didn't speak English well. Leadership thought this was an unwarranted risk, especially since being clear could help avert problems later.
At the same time, teams were producing content faster than ever: campaign creatives, short videos, product notes, updates, sometimes several pieces a day. Their translation setup couldn’t keep up, and delays were becoming routine.
Solution
Devnagri didn’t approach this as a simple translation request. The customer needed something that could keep pace with their volume and remove friction across multiple touchpoints, so we built a multilingual workflow around their needs.
Document translation:
Compliance documents were translated using our MT engine, but the important part was the human review. Linguists went through every page, smoothing out tone, tightening legal language, and making sure the final version felt natural to someone reading it in their own language.
Video translation:
For videos, we followed a time-coded subtitle method. Every line was aligned with the exact moment it was spoken, so the subtitles didn’t lag, jump, or appear out of place. It made the content easier to watch and cut out the usual sync issues.
Subtitling Workflow:
By combining automatic speech recognition (ASR) with human review, we brought down the subtitling turnaround time from three days to under one day. The output remained natural, even with the faster pipeline.
This approach gave the customer not just translated content, but a dependable process that could support recurring, high-velocity workloads every month.
Key Highlights
- First rollout covered 10 Indian languages
- Subtitling turnaround improved by nearly 65%
- Capacity scaled to 500,000+ words and over 100 hours of video per month
Impact
The improvements showed up quickly in usage patterns and internal metrics:
- Engagement rose nearly 10X, as players interacted longer once the app responded in their language.
- Campaign launch time dropped by about 35%, going live in nine days instead of two weeks.
- Support requests dropped by 40% because users no longer needed help with simple tasks.
- In six months, the number of active regional users grew by 22%.
- The executive team was very happy that compliance reviews found no problems.
