With the advent of AI, the value of localization is even more questioned than before. It is perceived as a necessary evil that can be solved with technology but, localization is not just a cost and definitely not just translating words. Language is a key element of the Player Experience (both in-game and around-game with marketing material and more), and therefore, creating a localized UX that resonates with the gamer base is crucial for the success of the game. That's where areas such as culturalization, hyper-personalization, inclusion, accessibility and more come to play. Being strategic about international expansion and go-to-market strategies for target territories can make a big difference and influence the growth of the company while building loyalty among your players