Locales are fundamental building blocks of Google Play Store optimization. Each locale represents a unique combination of language and region, determining how your app appears to users in different markets. Understanding how locales work is essential for running effective experiments and reaching global audiences.
A locale is a language-region combination that defines how your app's store listing appears in specific markets. Google Play uses locales to determine which version of your app listing to show to users based on their device language and location.
Locales follow the standard ISO format: language-REGION
Language code - Two lowercase letters (ISO 639-1 standard)
Region code - Two uppercase letters (ISO 3166-1 alpha-2 standard)
Separator - Hyphen connecting language and region
Here are frequently used locale combinations:
en-US - English (United States)
en-GB - English (United Kingdom)
es-ES - Spanish (Spain)
es-MX - Spanish (Mexico)
pt-BR - Portuguese (Brazil)
pt-PT - Portuguese (Portugal)
fr-FR - French (France)
de-DE - German (Germany)
ja-JP - Japanese (Japan)
zh-CN - Chinese (China)
ko-KR - Korean (South Korea)
Different markets respond differently to the same creative elements. A screenshot that performs well in the US might underperform in Japan due to cultural preferences, design expectations, or information density preferences.
Even apps in the same language benefit from locale-specific optimization:
English variants - US English (en-US) vs British English (en-GB) have different spelling conventions ("optimize" vs "optimise") and terminology preferences
Spanish variants - Mexican Spanish (es-MX) differs significantly from Castilian Spanish (es-ES) in vocabulary and formality
Portuguese variants - Brazilian Portuguese (pt-BR) and European Portuguese (pt-PT) have distinct grammar and vocabulary
Beyond language, regions have unique characteristics:
Design aesthetics - Minimalist vs information-rich layouts
Color associations - Cultural meanings of colors vary significantly
Feature priorities - Which app features resonate in different markets
Trust signals - What builds credibility varies by region
Social proof - Download counts, ratings, and reviews carry different weight
PressPlay displays locales in human-readable format with both the language name and code for clarity.
Locales appear as: Language Name (Region Name) – locale-code
Examples:
English (United States) – en-US
Portuguese (Brazil) – pt-BR
Spanish (Mexico) – es-MX
French (France) – fr-FR
PressPlay provides access to all Google Play supported locales. The available locales include:
Major global languages - English, Spanish, French, German, Italian, Portuguese
Asian markets - Chinese, Japanese, Korean, Thai, Vietnamese, Indonesian
European languages - Dutch, Polish, Russian, Turkish, Swedish, Norwegian
Regional variants - Multiple variants for major languages across regions
Emerging markets - Hindi, Arabic, Hebrew, and many others
Each locale in PressPlay can have multiple Store Listing Types (previously called Custom Store Listings or CSLs). This allows you to test variations within the same locale.
Every locale has one default store listing that displays to users when no experiments are running. This is your baseline creative.
Additional store listing types within a locale enable you to:
Test variations - Run experiments comparing different creative approaches
Segment audiences - Show different listings to different user segments
Seasonal campaigns - Adapt creatives for holidays or events
Feature highlights - Emphasize different features to different audiences
Choosing which locales to optimize requires balancing opportunity with resources.
Consider these factors when selecting locales for testing:
Traffic volume - High-traffic locales generate results faster
Conversion rates - Focus on locales with optimization opportunity
Revenue potential - Consider user lifetime value by region
Competition - Less competitive markets may offer easier wins
Strategic importance - Key markets for business goals
Creative resources - Availability of localized assets
Most apps should begin optimization with their highest-volume markets:
Primary market - Usually your home country or largest market
Secondary markets - Next 2-3 markets by traffic or revenue
Expansion targets - Strategic growth markets
Once you've optimized core markets, expand strategically:
Language groups - Optimize one market, then expand to related locales
Regional expansion - Move to adjacent geographic markets
Opportunity markets - Target underperforming locales with high potential
Each locale presents unique optimization opportunities and challenges.
Translations expand or contract text length, affecting design:
German text - Typically 30% longer than English
Chinese text - Much more compact than English
Arabic text - Right-to-left layout requires design adjustments
Thai/Vietnamese - Diacritical marks increase vertical space needs
Avoid cultural missteps in localized creatives:
Imagery - Gestures, symbols, and visual elements vary in meaning
Colors - Color symbolism differs significantly across cultures
Models - Representation and diversity expectations vary
Humor - Jokes and wordplay rarely translate effectively
Formality - Some cultures prefer formal vs casual language
Market technical characteristics affect creative choices:
Device types - Budget vs premium device penetration
Screen sizes - Prevalent device sizes in each market
Connection speeds - Image optimization for slower networks
Data costs - User sensitivity to data usage
Cross-locale testing strategies help you learn faster and optimize more effectively.
Run the same experiment concept across multiple locales simultaneously:
Faster learning - Validate concepts across markets quickly
Pattern recognition - Identify universal vs locale-specific winners
Resource efficiency - Leverage one creative concept across locales
Test in one locale, then expand proven winners:
Risk mitigation - Validate before full-scale rollout
Budget efficiency - Focus resources on validated approaches
Learning transfer - Apply insights from one market to others
Some experiments should target specific locales:
Cultural adaptations - Test locale-specific creative approaches
Regional features - Highlight features relevant to specific markets
Local competitors - Address competitive positioning by market
Seasonal events - Test region-specific holidays or events
Follow these guidelines for effective locale management:
Don't spread efforts too thin across too many locales initially. Master optimization in your core market before expanding broadly.
Machine translation isn't sufficient for app store optimization. Invest in professional, culturally-aware translation and localization services.
Have native speakers from target markets review localized content before testing. They'll catch cultural issues and awkward phrasing that non-natives miss.
Track key metrics separately for each locale. A change that improves overall performance might hurt specific markets.
Maintain records of what works in each locale. Build institutional knowledge about locale-specific preferences and strategies.
Avoid these frequent locale-related mistakes:
Don't assume winning creatives in one locale will win elsewhere. Always test in new markets rather than blindly applying results.
Treating en-US and en-GB as identical markets misses optimization opportunities. Even similar locales have distinct characteristics worth testing.
Not every element needs locale-specific versions. Balance customization with operational efficiency. Sometimes the same creative works across multiple markets.
While focusing on major markets makes sense, don't completely ignore smaller locales. They often offer easier wins with less competition.
Machine-translated or poorly localized content damages credibility and performance. Invest appropriately in quality localization.
Build a scalable approach to locale optimization:
Document successful strategies, creative approaches, and key learnings for each major locale. New team members can quickly understand locale-specific dynamics.
Develop templates and design systems that adapt efficiently across locales while maintaining brand consistency and allowing necessary localization.
Create efficient processes for translating and localizing creative assets. Include native speaker review, cultural adaptation, and quality assurance steps.
Stay informed about changes in target markets. Cultural trends, competitive dynamics, and user preferences evolve. Revisit locale strategies periodically.
Understanding locales is foundational to effective app store optimization. By recognizing that each language-region combination represents a distinct market with unique characteristics, preferences, and optimization opportunities, you can craft targeted strategies that resonate with users worldwide. Start with your core markets, learn systematically, document insights, and expand strategically. Locale-aware optimization transforms generic store listings into culturally relevant experiences that drive downloads and engagement across your entire global footprint. Treat each locale as its own opportunity for testing, learning, and continuous improvement.
